Over the past several weeks, I’ve noticed several self-storage companies—some facility operators and some vendors—have launched Spanish versions of their U.S.-based websites. It’s not surprising. Spanish speakers represent significant buying power, and self-storage operators want to tap this burgeoning consumer segment. Here are some facts you should know:
The Hispanic population of the United States was 50.5 million as of April 1, 2010, making people of Hispanic origin the nation’s largest ethnic or race minority. Hispanics constituted 16.3 percent of the nation’s total population. (Source: The Hispanic Population: 2010, 2010 Census Briefs)
The U.S. Hispanic population increased 43 percent between April 1, 2000, and April 1, 2010. That’s four times the nation’s 9.7 percent growth rate.
The Hispanic population of the United States is expected to reach 132.8 million by July 1, 2050, constituting 30 percent of the nation’s population. (Source: U.S. Census Bureau News Room, An Older and More Diverse Nation by Midcentury)
As of 2010, only Mexico (112 million) had a larger Hispanic population than the United States (50.5) million. (Source: International Database)
As of 2009, 35 million U.S. residents age 5 and older spoke Spanish at home. At the time, that number constituted 12 percent of U.S. residents. (Source: U.S. Census Bureau, 2009 American Community Survey: Table B16001)
The trends suggest the Hispanic community is growing and will continue to represent a larger portion of your target market. Can you afford to leave money on the table by failing to communicate in a way that attracts this audience? Some of your colleagues and competitors have already answered this question for themselves, responding in Spanish!
Read more here.