Dated: May 13, 2008
Spanish Speakers More Likely to Purchase from Websites in Spanish
U.S. companies that only have English content on their websites are losing ground to foreign competitors. Globally, only 30% of internet users are English speakers and future growth is expected to reinforce this trend. The number of Spanish-speaking internet users grew 360% from 2000-2007, yet fewer than 10% of U.S. websites offer language options other than English.
According to Amanda Parker, a partner at P & L Translations, “website translations provide high ROI for companies who want to reach more consumers. We’re seeing an increase in Spanish translations of websites, particularly in the retail and financial services sector. This opens up new markets for our clients for a very reasonable investment.”
Usage studies show that customers are 4 times more likely to purchase from websites in their language and they will spend twice as long on translated sites. Census data highlight the importance of offering website content in other languages. According to the 2000 Census, 47 million Americans over the age of five speak a language other than English at home, an increase of 47% vs. the 1990 Census, and over 30 million Americans speak Spanish.
Translations companies recommend modifying the website’s content to meet the needs of Spanish speakers in addition to translating the website. This process, known as localization, ensures that content such as measurements, currency, and temperatures reflect local usage and that images and copy are culturally appropriate.
The cost of localizing a website in Spanish is usually far less than the original cost of developing a website so the ROI for localizing based on the revenue from new consumers or markets can be very high. Many companies trying to cut corners make the mistake of using free on-line Spanish translators rather than investing in the services of professional translators and copywriters.
Translation errors can result in lost business, not only from the site visitors who read the translated information, but also from all the people those individuals tell. The investment in a professional translation should be covered by the increased revenue from millions of new potential customers who now have access to information in Spanish on the company’s products and services.
Spanish language or multilingual websites offer three main benefits to companies looking to expand their marketing efforts:
- They create a relationship with customers by speaking to them in their own language.
- They establish credibility in markets abroad.
- They increase revenue because internet users are more likely to do business with companies that present information on products and services in their native language.
For further information, call Janine Libbey at 615-460-9119 or email her at