Spanish in the United States
The Spanish-speaking population is one of the fastest growing segments in the world, especially in the United States. Spanish Translation US will help you take advantage of the US Spanish-speaking population opportunities.
From a language point of view, it is estimated that over 70% of Hispanic households speak Spanish as their primary form of communication at home. This takes into account second and third generation Hispanics that have lived their entire life in the United States. Hence, from a cultural standpoint, the Spanish language continues to be an important form of communication even for those who are considered to be US natives.
While the importance of the Hispanic segment is more than evident, the difficult task still remains in how to communicate effectively with this segment. To find the answer, it is important to take a step back to understand exactly who is “Hispanic”. This is especially important from a language perspective, as Hispanics are a mix of many nationalities. The term Hispanic was first coined by the U.S. Census to try to classify Latin Americans living in the U.S. This is important because Latin American Spanish is starkly different than Spanish from Spain. The Spaniards conjugate verbs differently, in particular through their use of ‘vosotros’. The verb conjugation associated with the pronoun “vosotros” is not used in Latin America.
“Hispanic” Spanish is more of a mix of dialects and cultures from over 20 countries in Latin America and requires special attention linguistically speaking. To add to this complexity, U.S. media sources, including traditional U.S. media in English, as well as leading U.S. Spanish media companies such as Univision, Telemundo and CNN “en Español”, have an important influence on Hispanic Spanish.
All of these considerations must be taken into account when translating for the Hispanic Market. Companies that use content for the Spanish (Spain) market are making a serious marketing mistake as Hispanics respond more to Spanish spoken in Latin American countries. In particular, Mexico and the Central American countries have a strong influence due to their proximity to the United States and their influence on the media in the United States.
Now, while it may appear that the use of Latin American Spanish is the solution to reach the Hispanic market, further discussion is necessary. Due to the concentration of South Americans vs. Mexicans, for example, in certain US cities, it is sometimes necessary to tailor content even further to address a particular region. For example, the Hispanic Spanish spoken in New York is very different from the Hispanic Spanish spoken in Los Angeles. Hispanics living in Los Angeles and Houston have a stronger Mexican influence while Hispanics in New York have more roots in Puerto Rico and South America. In fact, it has been found that marketing campaigns targeted to Hispanics in New York are not as effective in other areas of the U.S. This is due, in part, to cultural reasons, but is also directly related to language issues.