For eBusiness & Channel Strategy Professionals (Length: 19 pages)
This is a Consumer Technographics document

April 23, 2007

When To Build A Spanish-Language Web Site

Half Of Online Hispanics Prefer Spanish-Language Sites — Should You Bother?

by Tamara Barber

with Ted Schadler, Ron Rogowski, Elise Godfrey

Executive Summary (This is a document excerpt)

Companies claim to be serious about their Hispanic customers, but most fail to serve them well online. If you're serious about reaching online Hispanics, you must build a Spanish-language Web site. Follow three key steps to evaluate your opportunity: 1) Size your market for online Spanish-preferring consumers; 2) master new consumer profiles; and 3) commit to a multichannel Spanish-language service. This opportunity will only expand as this fast-growing consumer segment comes online.

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TABLE OF CONTENTS

NOTES & RESOURCES

itemThe Hispanic Online Market Is Large And Underserved

itemSpanish-Language Sites Will Attract Half Of Online Hispanics

itemThree Steps To Assess Your Spanish-Language Opportunity

itemStep 1: Size Your Current And Potential Hispanic Markets

itemStep 2: Profile The Markets To Identify Your Opportunities And Challenges

itemStep 3: Make A Multichannel Spanish-Language Commitment

itemGet Experienced Help To Build Your Spanish-Language Site

itemPitfalls To Avoid

WHAT IT MEANS

itemThe Spanish-Preferring Online Market Will Continue To Grow

itemSupplemental Material

Forrester interviewed 24 companies, including: abecé/Hill Holiday Hispanic, Avenue A | Razorfish, Black Sheep Communications, Captura Group, Critical Mass, SMG Multicultural, Tribal DDB, Usability Sciences, The Vidal Partnership, and 14 user companies. In addition, we interviewed Felipe Korzenny, Ph.D., of Florida State University.

Related Research Documents

itemDesign Sites With Other Channels In Mind

April 6, 2006, Best Practices

itemEffective Translation Management Saves Time, Reduces Cost

July 29, 2005, Best Practices

itemHow To Design Sites That Satisfy Millions Of Users

September 10, 2004, Best Practices

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Analyst: Tamara Barber
Technology: Channel Design Strategies, Customer Experience, eBusiness/eCommerce, Web Site Design
Industry: Consumer Portals & Search, eBusiness/eCommerce Best Practices
Geography: North America
Hispanic Consumer Technographics
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