Survey of Hispanics Online Shows Spanish Not a Key Factor
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Español.com, an online retailer for Spanish-speakers, released a survey that found high levels of language "indifference" or bilingualism among Hispanics.
In fact, most survey respondents chose English over Spanish. Forty-one percent said they prefer English Web sites; only 8 percent of those surveyed said they prefer Spanish. However, 51 percent also indicated they are "indifferent" or bilingual, with no clear language preference when buying products or surfing the Internet.
Based on a study of 2,000 Internet-ready U.S. Hispanics, the independent survey was commissioned by Espaqol.com and conducted by Research & Research, a research firm that specializes in the Latin American and U.S. Hispanic markets.
The survey also found strong consumption of Latin music tapes, records and CDs by U.S. Hispanic cybershoppers. Of the households surveyed, 49 percent report recently purchasing Salsa music, 42 percent Spanish ballads, 34 percent Merengue music, and 32 percent Spanish rock. Anglo music, particularly rock and pop, is equally popular, indicating strong bilingual tastes.
"The results of this survey are a strong endorsement of our culturally-specific business model. Fifty-one percent of our survey group are self-described bilinguals who would patronize a Spanish Internet alternative the same way they choose to buy both Latin and Anglo music."
In contrast to mainly bilingual preferences on the Internet, the survey found strongly defined markets for Spanish in more established media like music and television, where McNamara says "quality Spanish-language alternatives have existed long enough for people to develop their own personal experience and make a choice."
The survey also found that:
- 61 percent of U.S. Hispanics online have made a purchase in the last year.
- 74 percent of those purchasers connect to the Internet daily.
- 70 percent of Hispanic cybershoppers are males, 30 percent female.
- Average age of the Hispanics online shopper is 32, average income is $51,600.