Thursday, July 8, 2010

Is The Hispanic Market Right For Your Brand?

Did you know that the US is the world’s second-largest Spanish-speaking country? It’s true. In fact, there are 46.3 million Hispanics in the US today, and 20 million of them use the internet. Are you targeting the Hispanic market with search? If not, perhaps it’s time you considered doing so.

Understanding the opportunity

Clearly, the US is undergoing a dramatic shift in demographics. Today, Hispanics represent the largest middle class group in the US, and over 88 percent have a household income of $50,000. Moreover, according to eMarketer, on average Hispanics spend more than 14 hours online a week. And a huge benefit for search marketers is that the cost of Spanish-language keywords is considerably lower than their English language counterparts. For instance, the average CPC for the term “credit cards” is $12.96, while the cost for the Spanish-language equivalent is just $1.96—almost 85 percent less!

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