I came across an interesting presentation today via Carla Briceno. The survey, sponsored by AOL and conducted by Cheskin, was based on interviewing more than a thousand Hispanic households across the US about how they view and use the Internet.
First some data points. Looking ahead at the 2010 census:
- 50 Million Hispanics will be living in the US
- Nearly one in six US residents will be Hispanis
- Los Angeles County is expected to be home to the largest Hispanic population in the US – exceeding that of Costa Rica
Two slides jumped out at me. The first slide noted:
Only 3% of respondents found Spanish language sites more trustworthy and useful than those in English, leaving an important percentage of the Hispanic segment feeling underserved.
Why? Because all too often localized Hispanic sites are simply literal translations of the English sites. And these web users want much more than literal translation. After all, most of them can migrate easily between English and Spanish sites.
So what exactly do they want from the Spanish sites?
The following slide sums it up:
You can download the survey here.