In a survey done by Think with Google, 70% of respondents said it's important for a website's content to be culturally relevant when they're gathering information about a purchase.
Hispanic Consumers Are Highly Bilingual Online
- 28% of respondents are Spanish-dominant at home. However, only 16% said they use Spanish most or all of the time when online.
- 31% identified as English-dominant at home and 52% said they use English most or all of the time when online.
- 94% of respondents said they felt comfortable consuming English content online for at least one common online activity (sharing, shopping, or researching).
- Despite the high number of search queries in Spanish, members of this audience are comfortable consuming content in English.
Source: Think With Google
What Does This Mean For Marketers?
By using both English and Spanish in your marketing, you can reach a larger audience within the U.S. Hispanic community starting at the beginning of the buyer's journey. Given that they are highly bilingual, it is recommended that marketers develop ads in English and Spanish, even if it leads to a landing page that is in English. Give it a try, then reflect on your results and adjust accordingly.
Let us know in the comments below if you have done this and have tips, or if have been struggling to connect with your target audience and have questions/concerns.
Thanks for reading, please share if you think this would be helpful for anyone you know!
I am an urban adventurer who loves to discover new places, meet larger than life personalities, and solve complex problems. I founded and started my business, Media Garcia, as a side hustle the early 2010s and it went from a small underdog website development business to a bold and beautiful growth agency. I free time-strapped entrepreneurs by discovering the friction and pain points in their business processes and optimize and automate where needed. Grow better with less effort.