It's no secret that the Hispanic market is the fastest-growing segment online, 5 million Hispanics are now online, and that number is growing 15 to 20 percent annually. As of July 1, 2006, Hispanics accounted for 14.8% of the national population, around 44.3 million people (15.1%, around 45.4 million, in July 2007). The Hispanic growth rate over the July 1, 2005 to July 1, 2006 period was 3.4% — higher than any other minority group in the United States, and in fact three and a half times the rate of the nation's total population (at 1.0%). The projected Hispanic population of the United States for July 1, 2050, is of 102.6 million people, or 24.4% of the nation’s total projected population on that date. As time passes, the Hispanic population in the United States continues to grow dramatically, making it the nation's largest minority group. Its increased size and influence have motivated companies to target the Hispanic community in their marketing campaigns and take advantage of the lucrative profits that it represents. Though traditional methods such as television, radio, and newspaper have proven to be effective mediums, companies are starting to use the often overlooked medium of online marketing to target this demographic. According to Jupiter Research, online spending by Hispanics was expected to make up 11 percent of all online shopping in 2007, totaling to approximately $12.8 billion. In order to grab a share of this growing consumer base, several companies launched initiatives to develop translated versions of their websites. A recent example of a company taking action to address the needs of the Hispanic population is Home Depot, the nation's largest home improvement retailer. A few months ago, Home Depot launched a Spanish version of their website to enable their Spanish-speaking consumers to access information about products and services in their native language. Although the nation's Hispanic population has rapidly grown in recent years, relatively few large retailers offer online options in Spanish. Even when websites are available in Spanish, consumers are often forced to enter the English version and search for the “En Español” text link to enter the site. Furthermore, the Spanish version does not always present the same information and often lacks content specifically tailored to this community. In fact, it is frequently a direct translation of the English website. If companies expect to capitalize on Hispanic consumers as a major growth opportunity, they will need to adapt their online marketing campaigns in a more culturally and linguistically appropriate way. Even a small error in a translated website can cost a company much more by alienating a wealth of potential consumers. Skilled human translators are the only answer, only a professional can successfully manifest the meaning of a message rather than a literal rendering of it. The continued globalization of brands, coupled with the increasing Hispanic population in the U.S., has made it even more important to invest in professional translations. As a result, it is in the best interest of companies to invest in certified translations to fuel sales and avoid alienating the lucrative market segment of Spanish-speakers.
