“The single biggest problem in communication is the illusion that it is has taken place,” said the famous playwright George Bernard Shaw.
by Ofer Shoshan, CEO of One Hour Translation
One good reason is the numbers: One merely has to look at them to grasp the gravity of this lapse. Some 56 percent of the growth in the U.S. population over the last decade has come from the Hispanic community, according to the Pew Research Center. According to the U.S. Census Bureau, 38.3 million people -- 13 percent of the U.S. population -- are now native Spanish speakers. And $1.5 trillion is the most recent estimate of the huge purchasing power the American Hispanic community will have in 2015, according to a Nielsen report.
That's a 50 percent rise from 2010. Despite these impressive figures, however, many retailers, including large ecommerce companies, fail to take the most rudimentary steps to target this burgeoning sector. These include steps like localizing their online content and translating e-shopping sites.