Usability Sciences Launches Hispanic User Experience Solutions

“exas-based Usability Sciences Corporation http://www.usabilitysciences.com/ recently launched a set of solutions for understanding and improving En Español websites designed for the growing online US Hispanic marketplace. With the launch of Hispanic User experience solutions such as Usability Testing, Field Studies and Online User Research, clients that have already launched or are planning to launch domestic Spanish language sites are able to clearly understand the diverse user intents, online behaviors and resulting attitudes formed from the actual user experience – resulting in optimized website visits. For more than a decade, Usability Sciences has helped improve customer experiences in over 25 different countries and languages. Usability Sciences’ Hispanic User Experience offering has been built on a foundation of addressing multilingual user issues for many years.

According to Tamara Barber’s report “When To Build A Spanish-Language Website”, Forrester Research, Inc., April 2007, “English-language websites underserve 51% of online Hispanics. Forresters survey data shows that while 23% of online Hispanics must have Spanish online, 51%, or 7.1 million, of online Hispanics say that they benefit from Spanish-language Web sites. This preference for Spanish is driven by acculturation factors like where they were born, how long they or their families have been in the US, and their level of education.”

Eric Feige, General Manager of Usability Sciences Corporation, adds, “With a diverse population of over 1.5 million Hispanics in Dallas-Fort Worth, our location in North Texas gives us a strategic advantage in assessing actual user behavior across a wide spectrum of users / consumers that are very important to our client base. We are easily able to access user feedback and behavior regarding how they interact with online brands. Our proprietary solutions arm our clients with actionable recommendations that help ensure that our clients are appropriately engaging and interacting with their Hispanic consumers.”

About Usability Sciences:

For nearly 20 years Usability Sciences Corporation has been helping clients discover the attitudes, intents and behaviors of their customers so they can leverage the power of their online presence across all of their customer channels. Hundreds of the largest global multi-national, multi-channel companies have chosen Usability Sciences to increase sales and conversion rates, improve brand loyalty, and differentiate themselves from competitors.”

• The purchasing power of Hispanics is growing at a rate nearly 3 times as fast as that of the general population in Arizona and nationwide, said an Arizona State University business expert who has studied the market for 14 years.
• Latino population growth adds to House seats – 6 states expected to gain congressional slots due to surge in Hispanic numbers
• Latinos make up a combined 77% of the population growth in the eleven states projected to lose a House seat – would have fared worse had Latinos not moved there in record numbers
• After the 2010 Census, new Members of Congress in states like Georgia and South Carolina as well as Arizona and Texas will owe their positions, in part, to the expanding Latino population.
• FindLaw Launches ‘FindLaw en Espanol’ Center for Spanish-Speaking Consumers
• ASU, ALRE release major study on Arizona’s Latino population – (direct link to report & powerpoint)
• Dallas-Fort Worth programs helping Hispanic mothers find teaching moments
• Hispanic population growing in Eau Claire, Wisconsin
• Republican Debra Medina says she’ll be the first candidate in the 2010 Texas governor’s race with Spanish-language TV ads.
• El Tiempo de Boston is New England’s seventh Spanish-language weekly paper. New England is home to 900,000 Hispanics, including 437,000 in Massachusetts
• Like California’s 30 years ago, Oregon’s growing Latino population is reaching a tipping point: A critical mass of Latino professionals is starting to organize and influence state and local politics. – dubbed Latino Agenda for Action
• U.S. Hispanics and Acculturation
• Spanish-Language Twitter Debuts
• Ad Spend in Spanish-Language Media Falls by 6.3%, Nielsen Says – Hispanic Print Suffers Double-Digit Drop for 12 Months Through June 2009
• Border Media, formerly BMP Radio, is ending Spanish-language broadcasts on four Austin stations as of 1 a.m. Sunday – La Ley 98.9 FM, Digital 92.5 and 104.9 FM, and Juan 1490 AM
• A new analysis of multi-cultural advertising indicates that ad spending in Spanish-Language media for the 12-month period of July 2008 to June 2009 was over $5.5 billion, a 6.3 percent decline over the previous 12 months
• New Spanish-language show to launch in Colorado – “Allimite”
• The Economic Benefits of Immigration to Louisiana
• FEMA launches a Revamped Spanish-language Website
• Hispanic culture becomes part of Western North Carolina landscape