April 5, 2006

The Spanish Language Imperative?

Most Retailers And Banks Don't Need A Spanish-Language Site — Yet

by Tamara Barber

with Christopher M. Kelley, Carrie Johnson, Bruce D. Temkin, Ron Rogowski

Executive Summary (This is a document excerpt)

Only a small segment of the US Hispanic population really needs a Spanish-language site. On average, these Spanish-reliant consumers only make up one-third of major retailers' and banks' online Hispanic customer bases. So, most major retailers and banks don't need to translate their sites. However, there are three key issues that every company needs to address before deciding if they need a Spanish-language site: How many Spanish-reliant consumers do you have? What percentage of your customer base is Spanish-reliant? And, how do Spanish-reliant consumers fit into your short- and long-term goals?

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