Reaching Bilingual Hispanic Buyers in English

Hispanic Buying PowerWith the rise of Latin@ purchasing power in the United States, it makes perfect sense that companies everywhere are targeting their marketing efforts to this demographic. But is Spanish the only way to get a message across? Let’s take a look at some of the stats of Latin@ buyers in the US – specifically with regard to languages spoken.

Latin@ Buyers in the US

The enormous purchasing power of Hispanic buyers has already been discussed on this blog, but in case you need a rehash: it is expected to grow to $1.5 trillion by the year 2015, which is soon enough that you should probably be thinking about it. And, again, slapping a Spanish-language label on your marketing isn’t going to cut it either – in fact, it’s becoming more and more clear that the opposite is true.

English: The Language of Choice

As a matter of fact, large publishers are targeting Latin American buyers with publications written in English, but with content that is specific to the demographic. The phenomenon of targeted marketing has not gone away just because Spanish is no longer necessarily the go-to language.

For instance, according to a poll administered last year by the Pew Center, one third of Latin@ buyers speak and read English  “very well” or “pretty well” – and, when counting third-generation buyers of this demographic, the number goes up to a staggering 96%. When specifically reaching Hispanic millennials, it’s important to remember that their consumption of media is especially high. It’s not unlikely to see someone of this generation with a set of three different screens (smartphone, television, laptop computer) in front of them.

What Does It Mean?

The answer, of course, is that Spanish-only marketing is on its way out. However, delivering targeted content means that any way of reaching the Latin@ demographic has to be culturally relevant.

How have you targeted the Hispanic demographic?

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Tree is a somewhat nomadic graduate student pursuing an MFA in Poetry and Literary Translation from Drew University. A self-identified “diplobrat,” she spent over 16 years living as an expat in countries like Guatemala, Bolivia, and Tanzania. Tree graduated from Smith College in 2012 with a degree in Spanish Language and Literature, a minor in Studio Art, and a concentration in Landscape Studies. In between writing poetry for school and content for CEM, she dabbles in goat herding and freelancing. Other interests include reading, watercolor painting, gardening, and traveling.

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