The United States has large groups of untapped consumers in every field of marketing. The Hispanic market is one of them. It is simply due to language barriers which many companies have not invested time and resources into as of yet to reach these groups. The US Hispanic population has exploded within a relatively short period of time and continues to grow in size every year. There is no other way to reach this specific group other than to cross this language barrier between Spanish-speaking Hispanics and the companies which have products to market towards this large group of consumers.
There are data figures that support the idea of rapid growth within the US Hispanic population. According to the US Census Bureau decennial counts, there were 22.4 Million Hispanics recorded in 1990 and 35.3 Million in the year 2000. This has grown to an estimated 45.5 million for 2008 with many Hispanic people remaining uncounted officially throughout the entire United States. Not all Hispanic individuals were comfortable when approached by the US Census personnel. As a result, they were not counted in the Census reports, meaning that the actual number of Hispanic, Spanish-speaking individuals is actually greater than reported. This means that there is a relatively large untapped market for many different areas of marketing both online and offline. Those who take steps to reach these individuals will be able to take part in marketing opportunities with the US Hispanic population.
The US Hispanic population has changed very little within generations. The first generations of Hispanic migrants were in search of work and a better quality of life within the United States. They had settled, had children and maintained life towards helping their children succeed. The second generations of Hispanics had chances to get an education and build lasting careers to harbor their own families within the United States. The third generation has had a more comfortable lifestyle, raising their own children and taking advantage of technological advances such as internet and internet capable technologies such as cellular phones and laptops while retaining Spanish as their primary language. This is part of the reason why it is important to allow access to such individuals who have the capability to access materials and websites online in language that is more natural to the Hispanic Spanish-speaking population.
This segment or portion of the population should not be ignored, as they are the second largest cultural group in the United States which has a completely different language to deal with. US Hispanic population will continue to grow and have untapped potential if companies do not make the marketing changes necessary to allow this group to access their web site and materials.
Small and medium businesses are interacting with the U.S. Hispanic population in limited ways. Without the proper Spanish websites and marketing materials they will not be able to effectively market their products and services. The wants, needs and preferences of the Hispanic population will not be met, resulting in a loss of profit from lost potential sales. Not taking measures to produce such website content and materials with available Internet Hispanic marketing tools will limit the potential to sell to such groups.
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