In recent news, Google.com is taking a step in the Hispanic market by partnering with Univision.com, which is one of the largest portals in Spanish for the U.S. markets. The article reports:

"And Univision is about to partner with Google to do page searches in Spanish, an executive familiar with the deal said. Expected to start in the next month, the partnership has the potential to develop Spanish-language listings and key words, and could encourage more advertisers to translate their Web sites into Spanish."

I believe the objective of encouraging advertisers to translate their websites into Spanish mainly relies on the fact that U.S. Hispanics sometimes think in Spanish, therefore they will search in Spanish. Other times they think in English so they will search in English. They are not a "one size fits all" user, nor the statistics of how many are Spanish preferred versus English preferred reveal how dynamic the user is when searching. In my opinion, they are bi-lingual and bi-cultural. It's important to target U.S. Hispanics in both languages.

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