So, I just got back from last week's adtech conference which was great! The location was so much better, allowing for the large amounts of people to move about without crowding.
I attended the multicultural marketing session where I picked up some interesting tips. While US Hispanics claim to prefer English search listings by 53%, the reality is that if someone searches in Spanish, they are going to react more favorably to the results in the language they initially performed their search in according to Nacho Hernandez of iHispanic.
The question they asked their survey panel was "If you search in Spanish, which would you find most relevant?
Answers:
28% said Spanish does not matter
19% said a Spanish listing
53% said a listing in English
That was very surprising to me. That said, I'd love to see a study on actual searches vs. reactions instead of a survey. My hunch goes with Nacho's statement.
