September 20, 2004
Should You Offer A Spanish-Language Site?
by Ron Rogowski
with Harley Manning, Michelle Amato
Executive Summary (This is a document excerpt)
The Spanish-speaking population in the United States is large, growing rapidly, and increasingly going online. Yet few companies offer Spanish-language Web sites. Companies targeting Spanish-speaking customers online should follow a three step process: 1) Treat Spanish-language sites as distinct projects that key off of a readiness assessment; 2) incorporate Hispanics into the persona creation process; and 3) focus on supporting end-to-end user scenarios.
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Forrester interviewed 23 vendor and user companies, including: Avis Rent A Car System, Bank of America, BearingPoint, Bowne Global Solutions, Florida Power & Light, Hertz, HIPUSA, H&R Block, iHispanic Marketing Group, Kraft Foods, Luckie & Company, MotionPoint, Nissan, SBC, SDL International, TexasOnline, Toyota, TRADOS, Verizon, Visa, and Wells Fargo. Related Research Documents
June 30, 2003, Brief
May 20, 2003, Report August 9, 2002, Brief |
The US Hispanic Population Presents A Big Opportunity 
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