Leaving La Vida Loca: Global brands in the U.S. must address - CSA Research > Blogs & Events > CSA in the Media > Press Releases
X
04May

Leaving La Vida Loca: Global brands in the U.S. must address

| Return|

According to a new report released today by independent research firm Common Sense Advisory, “Leaving La Vida Loca,” despite a dramatic increase in media attention to the size of the U.S. Hispanic Nation since the 2000 census, most global brands have yet to tailor their online message to the large Latino population within the United States. Ninety of the world’s 100 most valuable global brands* largely ignore this segment in their online communications.

Why is this a critical mistake for many companies? Representing 13 percent of the U.S. population, Latino America has surpassed the population of Canada, ranks as the fifth largest group of Spanish speakers in the world, accounts for more people online than any other hispanoparlante nation, and averages more page views per day than other American web users. Unlike previous generations of immigrants, U.S. Latinos retain their language and culture – 78 percent speak Spanish – even as they work and play in the dominant Anglophone economy.

The report identifies and provides insight on the following:

  • Market size, demographics, and definitions;
  • What the top global brands are or are not doing to reach this market;
  • Why international companies should pay attention to this market segment;
  • Strategies for developing a deliberate cross-channel multicultural plan;
  • Possible technology investments required to effectively market and communicate with this market segment online;
  • And multiple graphs and tables to demonstrate the findings and recommendations in a visually appealing manner.

The reports are available on a subscription basis to Common Sense Advisory clients. Quick Takes (electronic executive summaries of the findings) are available by visiting the web site at: www.commonsenseadvisory.com.

Related

Research Study Finds Compelling Evidence Linking the Financial Health of Global Companies with Website Multilingualism

Common Sense Advisory’s study of multilingual websites finds shift to app-style customer experience

Read More >

Translation and Localization Industry Grows Amidst Declining Business Confidence Levels

In today’s economy, many financial analysts say that “flat is good.” Looked at in isolation, the ...

Read More >

Market for Outsourced Translation and Interpreting Services and Technology to Surpass US$34.7 Billion in 2013

(BOSTON, MA) – The global market for outsourced language services and technology will surpass US$34...

Read More >

CSA Research Introduces Framework to Elevate Terminology Management Practices

Announcing the release of “Maturity Models: Terminology Management,” an essential resource for ent...

Read More >

Effective Market Segmentation Critical for Language Service Providers

Research findings by Common Sense Advisory conclude that segmentation is a must for translation, int...

Read More >

Related Blogs

  • The Global Enterprise Content Production Line

    In today's interconnected world, a global enterprise's success hinges on its ability to produce, refine, and deliver content across multiple languages and cultures. Imagine your content creation process as a sophisticated manufacturing production line...

    Read more

    Developers: Open Windows in Your Silo to Collaborate

    Partnering with localization teams to achieve internationalization compliance on time every time means working closely together - especially as your processes and theirs integrate (Gen)AI. Open an ongoing dialog with localization, testing, and design colleagues...

    Read more

    Breakfast Aisle Branding: Lessons in Differentiation

    For language service providers, finding the right way to stand out in a crowded marketplace is a lot like navigating the breakfast cereal aisle at your local grocery store. This aisle is a tapestry of colors, characters, flavors, and promises...

    Read more