Statistics show that Hispanic Millennials (ages 18-33) will comprise 23% of the U.S. population by the year 2020. As these demographic profiles evolve, organizations cannot ignore Latinos’ use of technology and the Spanish language.
A recent report by the Nielsen Company states that Hispanics spend 68% more time on the Internet and 20% more time on their mobile phones compared to non-Hispanic Whites. These statistics are driven by the fact that Hispanics represent 21 different countries, cultures and histories and the Internet allows the borderless connection to these countries, cultures and histories.
Latinos embrace both English and Spanish and are fluent in both languages. However, since Spanish connects them to their culture, it is the language of preference at home. They want their children to become fluent in English, and they also want them to be able to speak Spanish.
Hispanic millennials want to be more Latino, they are sharing their culture with others, and they are speaking more Spanish than English. Language is used to connect and pass on the culture, traditions, and history, thus establishing culture sustainability for future generations in the U.S.
Understanding and embracing Latino culture is imperative in order to relate to Hispanics. More and more businesses are taking advantage of the opportunity of translating their websites. They understand that using Spanish to convey their message via the Internet will not only resonate to this demographic group here in the U.S., but it will globally link them to 21 other countries.
The question is: Is your message resonating?
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