Retailers shift their ad spending from TV, radio and print ads to digital ads.
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What’s more, Hispanics today are more likely to retain their identification with Latin America and Spanish because they can go online to listen to radio stations and read newspapers from home, and keep in touch with friends via e-mail and cell phones, says Ray Celaya, a partner in the Barraza Consulting Group, which specializes in multicultural marketing.
Whether that adds up to a compelling argument for Spanish-language web sites will be hard to say as long as the e-retailers with translated sites keep their results confidential. But given the rapid and ongoing growth in the U.S. Hispanic population, this is an issue that’s not likely to go away.