Harness the advantages of ‘localisation’ for the Worldwide Hispanic Market
Going beyond simple translation, ‘Localisation’, means adapting a business, product, service or website so another consumer base of another language can identify with the culture not just the language. Localisation should always take in to account the culture and practices of a specific locale.
Why localise for the Worldwide Hispanic market?
Just as with any global customer base, the Hispanic consumer prefers products and communications that identify with their culture, not just their language. Localising for the Spanish speaking world will provide many opportunities for anglophone companies – as Spanish is the third most commonly spoken language in the world.
Furthermore, although the e-commerce revolution was slow to reach Latin America, it is currently booming. A major factor behind the boom is a “48% increase in Internet penetration, as well as more than 100% growth in broadband access in the region over the last two years” (Visa. Inc.). Also, greater trust is invested by consumers to purchase online, thanks to tighter security offered by credit cards payment merchants. Despite online retail spending forecast to reach $30 billion in 2010, up from 5 billion in 2005 and $7.78 billion in 2006, the market is still far from mature.