The debate rages on. As marketers think about how to execute Total Market digitally, they often ask themselves what language is best to reach online Hispanics. Some have argued that “English is the official language of the Web, even for Spanish-dominant Hispanics.”
According to Captura Group, research to illustrate why both English and Spanish is imperative for reaching online Hispanics. The research can be divided into two buckets:
In What Language Do Hispanics Consume Internet Content?
Most of the recent research indicates that a large number of Hispanics consume Internet content in both English and Spanish.
- Author: Lisa M. Rawleigh
In a world where Internet radio and MP3s are taking over, the FM radio markets are seeing an increase of listeners who speak Spanish.
The statistics have prompted many Midwestern stations to switch to Spanish or bilingual programming, according to NBC.
"[Latinos are] the only growing population that exists in those markets, and there was nothing for them," Murray Hill Broadcasting director of advertising Josh Guttman said.
Cleveland was one of the most recent to convert a station, and as of Jan. 1, 87.7 FM La Mega WLFM-LV began playing Latino music. The Hispanic population has increased by 63 percent to about 10...
In my last blog I wrote about ethnic umbrella labels. These labels include, but are not limited to, European-American, Asian-American, African-American and Native-American, and all share the characteristics of having a geographical reference point, but beyond that, distinctions appear. These terms raise another labeling issue, one which I’ve been questioned about. It concerns the use of the word American — including my use of American — to refer to the United States and its people. The argument goes like this.
“The entire Western Hemisphere is the Americas, North and South. Therefore, it’s...
With more than half the population of many U.S. cities who are multicultural and Hispanics comprising more and more of the U.S. population, when does it become meaningless and redundant to execute marketing strategy that is directed to a general market and a Latino market perceived to be homogenous?
Multicultural creative agency LatinWorks and consumer research consultancy EthniFacts say in a new study that...
- Author: Experian Marketing Services
A white paper released by Experian Marketing Services reports that three-quarters of Hispanic adults prefer to speak at least some Spanish
Among all Hispanics, there is about an even split between the percentage who prefer to speak mostly or only English versus only or mostly Spanish.
However, when we look at Hispanics by generation, those born outside the U.S. (first generation) favor speaking Spanish by a wide margin. Among second generation Hispanics, those born in the U.S. to at least one foreign-born parent, a clear majority prefer to speak either all or mostly in English.
Even though 55% of third...