Archive for the ‘Hispanic’ Category.

Spanish Is Thriving!

The prestigious Cervantes Institute has released Spanish in the World 2015, its latest edition of their annual update on the Spanish language. The Cervantes Institute is a worldwide nonprofit organization created by the Spanish government in 1991. With branches in over 20 countries, it is the largest organization in the world responsible for promoting the study and the teaching of Spanish language and culture. Spanish is the mother tongue of 470 million people and the third-most-used language online, according to the extremely detailed report.

The detail and richness of the report is due to the analysis of 30 years of data about the current position and evolution of Spanish around the world. For example, it was only recently discovered that there are more than 1.2 million people studying Spanish in sub-Saharan Africa! The report estimates that 21 million people are currently studying Spanish world-wide with the US leading with 7.8 million, followed by Brazil and France.

One of the highlights of the report was that the Institute itself has become more Latin American. The Spanish government furnishes 50% of its budget, while more than 65% of the Institute’s activities are the result of collaboration with Hispanic American countries. The report also analyzes the current position of Spanish in the U.S. and its importance in science, literature, and film.

(Scroll down for the video).

FACTS:

  • In 2015, nearly 470 million people spoke Spanish as their mother tongue.
  • The number of people with the ability to communicate in Spanish grew to nearly 559 million.
  • Spanish is the world’s second most spoken mother tongue after Chinese.
  • Due to population trends, the number of mother-tongue Spanish speakers is continuing to rise, while the proportions of Chinese and English mother-tongue speakers are falling.
  • 7% of the world’s population is Spanish speaking. This figure is predicted to rise to 7.5% by 2030.
  • More than 21 million people study Spanish as a foreign language worldwide.
  • 9% of internet users communicate in Spanish.
  • Spanish is the third-most-used language online after English and Chinese.
  • Spanish is the second-most-used language on the two main social networks, Facebook and Twitter.
  • The U.S. is now the second biggest Spanish speaking country having 41 million native speakers and 11.6 million who are Spanish-English bilingual. The largest is Mexico.
  • New Mexico, California, Texas and Arizona have the highest concentrations of Spanish speakers.

 

guardianvideo

Profiles of U.S. Hispanics studying Spanish: The Guardian

Sources

http://languagemagazine.com/?p=125279

http://www.theguardian.com/us-news/2015/jun/29/us-second-biggest-spanish-speaking-country

http://eldiae.es/wp-content/uploads/2015/06/espanol_lengua-viva_20151.pdf

FCC’s New Caption Quality Standards Are Tough!

FCC defines four non-technical quality standards as the components necessary to ensure that closed captions provided by Video Programming Distributors (VPDs) — “defined as all entities who provide video programming directly to customers’ homes, regardless of distribution technology used” —  to fully and effectively convey the content of television programming to people who cannot hear to the same extent that the audio track conveys this content to people who are able to hear: 

 1. Accuracy: To be accurate, captions must reflect the dialogue and other sounds and music in the audio track to the fullest extent possible based on the type of the programming, and must identify the speakers. 

2. Synchronicity: In order to be synchronous, captions must coincide with their corresponding dialogue and other sounds to the fullest extent possible based on the type of the programming, and must appear at a speed that can be read by viewers. 

3. Program Completeness: For a program’s captions to be complete, they must run from the  beginning to the end of the program, to the fullest extent possible, based on the type of the programming.

4. Placement: For proper placement, captions may not cover up other important on-screen information, such as character faces, featured text, graphics, or other information essential to the understanding or accessing of a program’s content.

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Trans-culturalism… Say What?

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The Multicultural Media Forum is a unique, research and strategy-driven event attended by executives and decision-makers from the media, advertising, technology, and financial industries – companies like ESPN, Comcast, Cox Communications and Time Warner Cable.  multForum

This year’s theme is “Transcending Multiculturalism.” Today, the importance of America’s Black, Hispanic, Asian, and other non-white audiences is widely recognized; however, they are often thought of as distinct separate market segments rather than an integrated part of the general market.  The discussion now organically shifts toward a new paradigm of “transculturalism” that encompasses and weaves together America’s myriad cultures into a new vision of the mainstream.  Speakers and attendees are the thought leaders from every corner of the media industry who will be forming the future directives of the industry.

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By the Numbers: Apple, Amazon, AmEx, Coke and eBay Extend Language Reach

For the past decade, most global companies have added a language or two to their web sites.   This adds up.  Shown below are the numbers for five of the biggest names in industry.  [1]

In 2004, eBay supported just 9 languages; today it supports 25.

American Express went from 24 languages to 40.

Coca-Cola went from 26 languages to 43.

Apple has more than doubled its language count from 14 to 32.

In the opinion of Global by Design, Amazon took its eye off the globalization ball early on.  Although, it too doubled its support for languages, they have fallen behind.  Perhaps, it is time for Amazon to invest in global expansion again. [1]

Are you ready to increase your global reach?  Is your company ready throughout your infrastructure?  Globalization is not just for websites anymore.  Videos are a great tool for reaching people – contact Dotsub to sort things out!

 

[1] Global by Design, http://www.globalbydesign.com/2014/02/13/a-look-back-at-the-language-growth-of-ebay-coke-apple-amex-and-amazon/cheat2014продвижение в интернетеанонимайзер вконтакте бесплатно онлайн

Three Secrets to Unlocking America’s Biggest Growth Market

Hispanics in America, now 50 million strong, offer $1.2 trillion in annual buying power.  And Hispanic influence is surging with 15% of U.S. population growing to 30% by 2050.  (1)

The three secrets for addressing this boom market – Spanish, Video,  Mobile – ¡Ole!

Most Hispanics speak Spanish at home, US Census reports up to 75%.  In fact, the U.S. may have the second largest population of Spanish speakers in the world. (2)

So for 38 million Hispanic customers in waiting, language is your key to being heard, respected, and ah… bought-into, so to speak.

But you don’t need to be Univision, PeopleEspañol, or ESPN Deportes to make your audio and video messaging go native.

Dotsub habla español.

We translate more Spanish than any other language for video customers such as AARP, Cisco, Mundial Sports Network, and World Business Forum — almost 30% of all our work.

Our customers choose Dotsub since language can be tricky and sensitive stuff. For instance, in Mexico a car is a “coche;” but in Guatemala, a “coche” is a pig!  So use the word “auto” to be safe, and work with professional translators like ours.

Dotsub’s Argentinian production office makes translations fast and easy, whether from English into Spanish, or the other way around.  Native Spanish telenovelas, local video training, even news from Pope Francis, are translated into English and in demand around the world.

Video also speaks to Hispanics best. Neilson says they’re likely to spend 68% more time watching video on the Internet than non-Hispanics, and 20% more time watching video on mobile phones. In fact, they are 28% more likely to own a smartphone than their non-Hispanic counterparts. (3)

And translating mobile content into Spanish drive significantly more engagement and brand loyalty with users. (4)

Dotsub has even engineered its brand of special MP4 / M4V files to play subtitled videos on all Apple iOS and Android mobile devices. See more about Dotsub’s M4V video files that display full-screen properly on iOS with subtitles in up to 32 different languages.

 So if Spanish + Video + Mobile = 38 million more chances to engage new customers, partners and employees… what language do you want your messaging to speak?

 Feliz Navidad, anyone?

 See Dotsub, ¡Sí!

So call us at +1.212.991.8685, send an email to [email protected], or visit:  http://dotsub.com/enterprise

References:

(1) Hispanics are the most digitally savvy group http://www.adweek.com/news/advertising-branding/technology-meets-culture-149178

(2) State of the Hispanic Consumer:The Hispanic Market Imperative http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf

(3) Marketing Tips for Reaching Hispanic Americans  http://boss.blogs.nytimes.com/2013/02/01/marketing-tips-for-reaching-hispanic-americans/?_r=0

(4) App Developers Missing Out On Hispanic Market http://www.hispanictrending.net/2013/08/app-developers-missing-out-on-hispanic-market.html (Original report by BiTE Interactive and YOUGOV.com).

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