- Approximately 360 million people speak English as their first language.
- English is the third most popular language spoken in the worldbehind Mandarin and Spanish.
- There are over 7.1 billion people on the planet, and that leaves a lot of people that are not included in that group.
- Hispanics in the U.S. currently have $1.7 trillion in purchasing power, a number that will increase rapidly in the years to come.
- The search interface of Google is available in more than 130 languages. The company knows the importance of language when it comes to search relevance, that’s why Google offers people the option to restrict search results to content written in their own language.
- A global study of over 2,400 consumers across eight nations about their behavior and preferences for website visits and purchases found that 2 percent said they are willing to pay more if the company they are dealing with is willing to give them information in their own languages.
- TV makes up over 45% of total ad spend. The amount of total ad spend brands that have invested in Hispanic media has been rising in the past few years, but there is a huge number of consumers that hasn’t been reach out and the only way to do this is to understand them, know who the Hispanic audiences are and where they spend their time and how they consume their content.
- The number of hours Hispanics spend listening to the radio each week is 13.52 hours, almost an hour more than the compound numbers for Caucasians, African-Americans and Asian-Americans. Hispanics are ready to hear what you have to say.
- Showing a Spanish-language commercial – rather than the original English-language version – increases ad recall by up to 30 percent among US Hispanics. Also, according to Nielsen TV Brand Effect, US Hispanics report liking ads 51 percent more if they watch them in Spanish rather than English.
- In the past 14 years, Houston’s Hispanic population has grown from 1.95 million to 2.2 million, and with that growth has come an incredible amount of buying power.
- Language diversity in the US is well documented, especially when it comes to Spanish speakers. Texas is the second State with the largest Hispanic populations: Texas – 9.8 million Hispanics (19 percent of all US Hispanics)
- Based on these facts, the task for your brand is to make the U.S. Hispanic market a priority in marketing efforts. Hispanics are waiting for what you have to offer and are ready to contribute to the growth of your brand.
That been said, a marketing strategy that works and delivers great results from a specific targeted group, may not work the same for a different marketed group due a wide-ranging list of cultural differences and languages barriers.
Marketers need to be careful observers of the culture around them so that they can anticipate what issues will be important in the future. Our job is to build bridges and deliver the information to all types of market and create personalized strategies for each of them.
The future of marketing must include a strong emphasis on cultural change. Marketers will need to help their companies be shapers and creators of culture rather than just responding to present consumer needs and behavior.