Posted By P & L Blog

A survey conducted by Telemundo and Ipsos Public Afairs found that 8 out of 10 Hispanics plan on participating in the census this year.  57% of the respondents said they are confident that their personal information will not be shared with other government agencies.  I found it interesting that Hispanics who prefer Spanish-language television shows were more likely (42%) to believe their information will only be used for the census than viewers who prefer to watch in English (31%).

The Census Bureau is running a campaign in 28 languages to raise awareness of the census.  This effort is necessary: 18% of Latinos surveyed had never heard of the census vs. 11% of adults in the general population.


Posted By P & L Blog

Spider Web



Someone asked me the other day if I thought her company's website should be translated into Spanish.  Here are some questions to ask yourself before jumping in.


1. What is the primary purpose of your website?  If you sell products online and ship all over the United States, then you can increase your sales with a translated website.  Many Latinos use Spanish when they search for products online.  There are over 13 million Hispanics in California alone!


2. Do you only sell to customers in your city? You should do a little research.  How big is the Hispanic population?  Is it large enough to boost your business?


3. Can your website design accomodate more text?  The Spanish translation of your text will be at least 20% longer than the English version.


4. Do your competitors have Spanish versions of their websites?  If the answer is yes, then you need to consider having your site translated.  Unless you can truthfully say that you don't need any more business.


If the answer is no, you can be the first to develop a relationship with Hispanic customers.  There's an expression in Spanish that says he who strikes first, strikes twice.  Be the first!


5. Can you afford it? Will the increase in your business pay for the translation?  You may discover that you can't afford not to.



Image by cybershotking.  Licensed by Creative Commons.

Posted By P & L Blog


Cherry Garcia

The top 10 last names in the United States reflect the changing demographics.  Two Hispanic surnames – García and Rodríguez – are now among the most common last names in the country.   Wilson narrowly beat out Martínez for the number 10 slot.

  1. Smith
  2. Johnson
  3. Williams
  4. Brown
  5. Jones
  6. Miller
  7. Davis
  8. García
  9. Rodríguez
  10. Wilson



Image courtesy of iateapie under a Creative Commons  license.

Posted By P & L Blog



Foreign-born Hispanics are not as affected by the economic downturn as other people.  In fact, the Selig Center for Economic Growth is forecasting a growth in Hispanic buying power this year.


How can this group of consumers actually have more money - rather than less - to spend this year?   The reasons are simple:


  • Lower use of credit cards than the general market means they are not affected by rising interest rates.  They don't have large balances to pay off so they have money to buy your product now.
  • Their net worth hasn't been affected by slumping stock prices because they didn't invest in the market.
  • Foreign-born Hispanics are more likely to rent than own a home so they haven't felt the impact of the mortgage crisis.


Translations can help your business grow and be an important point of differentiation between your product and your competitors'.  Make sure you target this economically vibrant market first.




Image courtesy of travelinknu  from Creative Commons.

Posted By P & L Blog




Technically, all Spanish speakers in the United States speak the same language but, just like in English, there are regional variations.  Languages evolve differently in different countries, and slang and other vocabulary reflect the differences.  If you are marketing your product in Texas, most of your Hispanic clients or consumers will be of Mexican origin.  If your message needs to reach Hispanics all over the country, you would want neutral Spanish to be used in your translations.


Neutral Spanish is nothing more than Spanish that can be understood easily by U.S. Hispanics.  It usually steers clear of humor, slang, and word play.  It may not be the ideal if you are targeting urban youth in Los Angeles, but most products and services will benefit from reaching the largest number of Spanish-speakers without offending any of them. 


If you're not sure if neutral Spanish is what you need, give us a call and we'll help you: 615.460.9119.


Image courtesy of Georgie Sharp fromCreative Commons.



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