Cultural Divergence In Website Interaction: Spanish Vs. English A Deeper Dive

Our clients ask us some challenging research questions. As the global marketplace continues to mature one of the main questions asked is

Can we adjust the language on our current website to Spanish? Will the site still have the same level of usability?

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Cultural Divergence In Website Interaction: Spanish Vs. English

Nick Iuliucci will share research findings at the 16th Annual International Conference on Human-Computer Interaction | June 2014 - Crete, Greece

As leaders in usability, KLI is committed to innovation and thought leadership via global usability conferences. KLI has been invited to present our study titled Cultural Divergence In Website Interaction: Spanish Vs. English. The paper is co-authored by Ania Rodriguex and Nick Iuliucci. They will be be discussing the impact of eye tracking methodologies to examine the anthropological layer of subjective culture and how it relates to web design elements.
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Allstate Continues to Note the Needs of Hispanic Customers

Key Lime Interactive’s Mobile Insurance Report Identifies Allstate as the Only Carrier in the Top 8 to Offer Mobile Properties in Spanish

In 2009 Allstate made it clear that they were working to ensure effective communication and business practices with both the English and Spanish speaking US communities in which they offered their services. They integrated a Spanish-language national marketing campaign, complete with targeted tv spots and a Spanish website version that continued through 2010 and beyond. Today, those business goals remain unchanged and separate Allstate from their competitors. In a recent study by the marketing research and usability company Key Lime Interactive, it was reported that of the top 8 US auto insurance providers, Allstate was the only provider who offered their mobile solutions in Spanish.

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Hispanic User Experience: Testing the Latinos

June, 16 2011 | Hispanic, UX

With 16% of the US Population being of Hispanic or Latino origin, it is no surprise that more and more websites, mobile sites, and mobile applications are being localized to Spanish. Similarly it is no surprise that more and more companies are quickly learning that simply translating one-for-one their English content is not sufficient. Conducting user research to gain insight on how such translation should work is critical for the success of these sites, especially since Hispanics behave differently than the general population.
You may be asking yourself, how do Hispanics behave differently, specifically in the digital world, than me? Hispanics are family and community oriented consumers, they often will make a purchase with input from several key family members, especially for larger dollar purchases. Family opinions often influence brand perceptions.

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