- Forrester Councils
- Councils Overview
- log in
Posted by Tamara Barber on August 14, 2009
I started at Forrester almost four years ago to launch our Hispanic Technograpics research. What I learned very quickly from our clients is that they had very limited insight into online Hispanic’s attitudes, behaviors, and language preference when online. Since then, I’ve published several reports that define Spanish-preferring Hispanics and explore topics such as the content they read online and how to measure the ROI of Spanish-language sites. We have three years of historical data showing that the Hispanic Spanish-preferring market is about half of online Hispanics and that these consumers are very active online. What we haven’t had, until now, is a forecast of the size of Hispanic online market moving forward. Earlier this year, we launched ForecastView, a syndicated product that will include 40 forecasts across different industries. I had the pleasure of working with our ForecastView team to put together the Hispanic portion of Forrester’s Online Population Access and Demographic Forecast, which goes up to 2014.The results show that in the next five years Hispanics will:
What does this mean?
For marketers this means that the Hispanic online population will continue to be important, as will the imperative to think cross-culturally and even in both languages when reaching this group. And for market researchers, this means understanding how to tease apart Hispanics’ degrees of Spanish preference and apply these learnings to a strategy or tactic. The fact of the matter is that Hispanic online consumers are used to switching between languages where it’s relevant and where the best content is available. Our forecast shows language should still be a consideration when determine any plan to reach Hispanic consumers online, but this should be married with efforts to understand behaviors, attitudes, and cultural experiences that give color to when and why Hispanics make language choices online.
Lead BT Transformation
Develop customer-obsessed strategies to drive growth »
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »
Free On-Demand and Live Events
Latest events from Forrester analysts, online and in person »