Shifting Hispanic Language Patterns Important to Marketers
A new Census Bureau survey details some language differences in the U.S. Hispanic market. Further analysis by Ad Age reveals:
- 76% of Hispanics ages 5-17 speak Spanish, vs. 89% of Hispanics 18-64 and 94% of those over 65.
- 72% of Hispanics ages 5-17 speak English "very well" and 18% speak English "well"
- 47% of Hispanics ages 18-64 speak English "very well" with 19% "well."
- 2% of Hispanics ages 5-17 do not speak English, compared to 13% of ages 18-64 and 22% ages 65 and older.
These are significant numbers when considering marketing to the U.S. Hispanic population. It is important to remember the age range that you are marketing towards and what kind of language is being used in these campaigns. It is also important when considering alternate or bi-lingual pages for your website.
Website Services Magazine's August issue takes an in-depth look at marketing to Hispanics, in a report from SES Latino conference in Miami and can be read here.