Survey of Hispanics Online Shows Spanish Not a Key Factor

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.


“As the first superstore dedicated to the Latin ‘Internauta’ (Internet user),
we wanted the most up-to-date information possible on our customers’ habits,
tastes and unmet needs,” said Kyle McNamara, founder and CEO of Español.com.


“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.

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