According to a new study called Reaching the US Hispanic Market: Consumer Attitudes and Buying Behavior commissioned by the DMA (Direct Marketing Association), the U.S. has the fifth-largest Spanish speaking population in the world.

The report also highlights some interesting facts about this potential market:

• Major cities in the Southern U.S. have seen the most dramatic Hispanic population growth;
• Over one-third of Hispanic households earn over $50,000 per year; and
• Hispanic-American's purchasing power currently exceeds $700 billion and is expected to reach $1 trillion by 2008.

It's starting to become apparent that if you (as a call center) are not catering to your Spanish-speaking customers just as well as you are catering to your English-speaking customers (and keep in mind the two populaces may have different needs and preferences), you are killing a great deal of sales potential for your organization.

You can find out more about the new report at www.the-dma.org/bookstore

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