Posts

Uncovered Facts About Online Hispanic Women and their Media Usage

Are you considering going after the online Hispanic women market? Here’s all your questions on their online media usage answered but to find out you must read every word of this comprehensive report.

Online Hispanic women are social networking butterflies

Online Hispanic women are social networking butterflies

One of the main factors that decisively affects business profitability and ROI is market share. The connection between market share and profitability has been recognized by scholars, business executives and consultants.

Hispanic women in the U.S will reach 51 million by 2050 and will make up 25% of the total U.S female population by 2050, according to Hispan Telligence.

If we add the fact that U.S. Hispanics are ahead of the curve when it comes to digital, they lead in adoption of new devices, are power users of mobile and over-index in video consumption, the conclusion is clear. It’s time to pay attention to the online Hispanic women market.

Hispanic women RULE in digital

Many brands believe that the only places to reach online Hispanic women are lifestyle magazines, celebrity gossip and mommy sites. While these sites are very effective in reaching them, Hispanic women trace their own path and can be found in other online properties in droves and we will cover these shortly. You just have to know where to look.

Check Out These Uncovered Facts About Online Hispanic Women and their Media Usage

Uncovered Facts About Online Hispanic Women and their Media Usage

Online Hispanic women are social networking butterflies

Hispanic women of all ages engage in a multitude of online activities, such as blogging, photo-sharing, gaming, video viewing and instant messaging. Mobile social networking is a habitual practice in the lives of today’s women.

Social retail, clearly demonstrated by the percentage of women that participate on Pinterest and because it combines two activities that are already firmly embedded in the daily activity of online women, is the next logical step in this evolution.

Women transact online more than men

In the U.S., currently the largest e-commerce market in the world, women are the key drivers of online buying. More women than men conduct business online and, collectively, they spend more. Women account for 85% of consumer purchases (She-conomy) and 58% of U.S. ecommerce spend but in spite of this, 91% of women say advertisers don’t understand them.

Differences between women and men on Social Networks

Even when their online behavior is similar, motivations can differ widely between the two genders. The adoption of Twitter is a great example – both genders adopted this technology at similar rates, but for different purposes. Men are far more likely to post their own Tweets than women. Meanwhile, a larger percentage of female Twitter users say they use the site to find deals and promotions. Women are also more likely to use the service as a conversation medium, to ask for help from other users and to follow celebrities. (comScore)

Online Hispanic Women Social Media and Other Web Media Use

Girls dominate visual platforms - Pew Internet 2015

Girls dominate visual platforms – Pew Internet 2015

Social Media Networks with the largest incidence of Hispanic demographics are Facebook, Twitter, Instagram and Pinterest.

Facebook

73% of adult Latino internet users (18+ years old) say they have a Facebook account with a slightly higher Hispanic women presence in the social network. (Pew Research Center 2014)

Twitter

25% of Hispanics are on Twitter versus a 21% of non-Hispanic whites. The site’s reach is marginally higher among men than among women. Still, this is a great network to reach a college-educated, affluent, and urbanite demographic.

Instagram, Flickr, Other Photo Sharing Sites

Hispanic women surpass men in every age group in both reach and time spent on photo sites. They were also much faster to adopt photo sharing when it first reached the market.

SnapChat tends to be used by wealthier teenagers - Pew Internet 9-4-15

SnapChat tends to be used by wealthier teenagers – Pew Internet 9-4-15

Instagram has the largest percentage of Hispanics out of all other social networks. 34% of Instagram users are Hispanics, a much higher percentage than their white counterpart (21%). This demographic skews much younger, especially in the 18 to 29 years old segment. Besides young adults, women are particularly likely to be on Instagram, along with those who live in urban or suburban environments.

Pinterest

Pinterest does not fall behind on the Hispanic forefront. Definitely the Queendom of women, with 21% of Hispanic Pinterest users, looking for inspiration, this is “the” place to be. The first social commerce network (I really hate calling it a social network as Pinterest has always been so much more than that and by the way, don’t miss out on these outstanding Pinterest for Business statistics when you are done reading this article. If you are not active on it, you will want to be.)

To sum up: Women dominate Pinterest with 42% of online women using the platform, compared with 13% of online men.

SnapChat

Did you know that 70% of SnapChat users are women? And they are a very young demographic. Now, let’s do the math. There’s a much higher incidence of Hispanics on Gen Y and Gen Z than on any other generation. If you have not considered a SnapChat campaign for your Latina teens, you may be missing the mark.

Read What Everybody Ought To Know about the Latino market to discover even more

LinkedIn

LinkedIn seems to rank low on Hispanic demographics with just an 18 percent of adult Hispanics but if you are looking for online Hispanic women who are college-graduates and between the ages 30-64, then this is your site.

Remember that users are becoming more and more multiplatform and if you find them on Pinterest, it is highly likely you will also find them on Twitter and Facebook.

Source: September 2014, the Pew Research Center

Online Video Sites

59% of all Hispanics are on YouTube and 72% of Hispanic Americans using YouTube’s app. By the same token, YouTube has the higher share of viewed minutes for online women.

Universal has a Universal Latino YouTube channel dedicated channel to online Hispanics. You can read more about their success in driving this audience on this article.

Online Streaming

Latinos stream way more online TV than their white counterparts, according to Nielsen: “Latinos on average watch 6 hours and 22 minutes of online video per month, whereas white viewers clock 3 hours and 44 minutes on average.”

There are several players in this field.

Hulu Latino, has been developing its own original content. Hulu Original Latino Series ‘East Los High’ Receives Three Daytime Emmy Nominations. They are partners with Univision, Galavision and Telefutura. In 2012, Hulu Latino added shows from new partners Azteca America, Butaca, Caracol Televisión, Comarex, Estrella TV, Imagina US, Laguna Productions, Maya Entertainment, RCTV, Todobebe Inc and Venevision.

MiTu Latino is a multi-channel streaming network that receives over 100 million views per month and in just two years it amassed an audience of more than 36 million subscribers.

mun2, re-branded as NBC Universo on February 1, 2015, was the fastest growing Hispanic cable network with women 18-49 in total day Monday -Sunday 6a.m.- 2a.m., +8% year-over-year.  The network continued its double-digit growth with women. Source: Nielsen Media Research.

Radio

We cannot skip online radio, so we’ll take a look at the Pandora demographics. These are mostly Hispanics Males/Females younger than 24yrs old no college, some grad school, income range $0 – 55k, no kids. This is a very young demographic.

Hispanic Women and Online Search

Language used by Hispanic women to surf the web

Language used by Latinas to surf the web

“Latinas search in English for information in Spanish. Beyond language, a majority (62 percent) of Latinas wish for more lifestyle information about Latinas online, and over sixty percent want more lifestyle information written in Spanish. When Latinas search for Latino subject matter online, recipes top the list, followed by news, music, family health, beauty and celebrations.” Source: Comscore

Google is the most popular search engine among both genders but their behavior on Bing displays an interesting behavioral twist. In general, men perform a higher number of search queries than women (71.6 searches per searcher for men vs. 64.0 for women). When it comes down to Bing, Hispanic women perform a much higher number of searches than males that use this search engine do.

Google has seen the number of Google search queries that include common Spanish-language question words nearly double over the past 3 years. If you still think of “Hispanic Marketing” as “Spanish Marketing,” it’s time to re-evaluate your knowledge of this market. Looking for Spanish SEO or Spanish Inbound marketing will not help you capture a solid market share of the Hispanic market in the U.S., unless you only want to target this particular Hispanic market segment. But remember that even people who have recently immigrated to the U.S. will eventually be searching in English, Spanish and Spanglish.

Combine cultural relevance with language to get to the winning formula. – Havi Goffan

Why you need a Hispanic Inbound Marketing Agency

Hispanic Women market Opportunities & Challenges

I wouldn’t end this article without providing some tips and data regarding the Hispanic women market. Here are a few of the market’s opportunities and challenges.

Opportunities

  • Once a brand is identified as a trustworthy one, Hispanic women will share the news with family, friends, co-workers and this might lead these reference groups to continue the buzz about the brand around their own set of groups.
  • Customer relationship management is another important aspect to consider when marketing to Hispanics. Both from a cultural and language perspectives, this audience deserves careful consideration. The last thing a business should do is generate interest in their products or services to lose them once they form part of the customer-base.
  • Coupons have an influence on the Latino consumer’s decision.
  • Latina Bloggers have a strong influence in the purchasing decisions of many Hispanic moms.
  • 33% of Hispanic moms claim to have learned more about products and brands from online ads than from traditional media. Don’t forget internet ads!
  • Hispanic women are also more open to companies’ content: 57% said they read emails from brands while only 19% of U.S. moms do so.

Challenges

  • Brand loyalty towards one brand vs. another is very strong in some industries – e.g., the baby care industry. It may be based on brands used by previous generations or it built out of a product trial.
  • Hispanic women email lists need to be built in-house. Otherwise, be prepared to pay heftily for a solid list.
  • Trust generation is one of the most important achievements when targeting the Hispanic women market.

This audience IS the future. Play it smart and play it well. If you were doing business in China, you wouldn’t leave your marketing in the hands of people who knew nothing about the language and the culture, right? And there’s even more variations of Spanish than versions of Chinese. Don’t blame the market for not responding to your campaigns. The numbers are there and they are yours for the taking.

Words to live by

Words to live by

Next Quote? funny inspirational quotes on every post!

Hispanic Millennials require New Marketing Strategies

Hispanic Millennials by the numbers. What are they like and how do they differ from other Hispanics or other Gen Yrs? Read on.

(The Hispanic Millennials require New Marketing Strategies article has been updated on 2015)

Latinos will account for more than 80% of the growth in the population of 18- to 29-year-olds over the next few years and this makes them a key demographic for marketers targeting young consumers. However, marketers need to develop their marketing strategies taking into account the rapid changes under way in the composition of the population of the Hispanic youth.

Hispanic Millennials

Hispanic Millennials

Hispanic Millennials by the Numbers

In 2015, a total of 22.7MM Hispanic Americans – that is a 42% of the total U.S. Hispanic population – are Millennials. This represents 27% of all U.S. Gen Yrs.

A pretty impressive number when compared to a total of 10.8MM Gen Xrs, and 7.4MM Latino Boomers.

Now, let’s take a look at the 2010 Census data compiled by the Pew Hispanic Center:

  • 58% of Latinos in the 20- to 29-year-old age group are U.S.-born,
  • 81% of Latinos in the 15- to 19-year-old age group are U.S.-born, and
  • 95% of those in the 10- to 14-year-old age segment are U.S.-born

Thus, within a few more years, U.S.-born Latinos will dominate the 18- to 29-year-old age segment within the Hispanic population.

Don’t take these numbers lightly just because they were gathered in 2010. It is only less than 5 years ago and all you need to do to comprehend the magnitude of this impact is subtract 5 years to each segment and the percentage of U.S. Born Hispanics dominates even more.

What are Hispanic Millennials like?

Unlike their immigrant parents who tried to be less visible, Hispanic millennials want to “stand out and be noticed.” They still embrace parts of their culture—mostly family, music and food— and they have incorporated American values such as open-mindedness, especially in their relationships. Hispanic Millennials are abandoning class hierarchies and embracing working class moral standards. They want to become heroes, healers, rescuers as well as small business owners.

The proportion of foreign-born/U.S.-born population has been rapidly changing among young Latinos and this has had a significant impact on the media usage habits of Hispanic Millennials, who for the most part are now the children, grandchildren or even great-grandchildren and beyond of Latino immigrants. A phenomenal 73% of 18- to 29-year-old Latinos watched English-only television or a combination of English and Spanish language television in the past seven days. Only 4% watched Spanish-language television alone.

Hispanic millennials (see Hispanic Market Trends Forecast) are nearly 66 percent more likely to connect via mobile than non-Hispanic whites. And they are nearly twice as likely to own a tablet such as an iPad. Online, Hispanic millennials are just as likely as other millennials to be heavy Facebook users but they are almost twice as likely to use YouTube.

When Millennial Latinos read magazines or visit websites, English predominates even more. They are more likely to read English-language magazines alone then they are to look into a combination of English and Spanish magazines (28% vs. 21%). When going online, 18- to 29-year-old Latinos are even more likely to choose to visit English-language websites alone rather than both English- and Spanish-language sites (38% vs. 25%).

Still, Hispanic millennials are maintaining close ties with their cultural heritage. The Pew Hispanic found that among the U.S.-born children of Hispanic immigrants, country of origin is still important. As far as self-identification, 33 percent of second generation Latinos use American first, 21 percent refer to themselves first by the terms Hispanic or Latino, and 41 percent refer to themselves first by the country of origin of their parents.

While Hispanic millennials may want to make it on their own, they are more likely to still be living in their parents’ home. More millennials are doing this due to the economy and delayed marriage and children trends. But Latinos are “the” most likely to live in a multi-generation home.

They feel like a generation and have great expectations for themselves. They are also aware of their future family obligations and the difficulties they will face to be able to support their parents and grand-parents.

Unlike their Gen Y counterparts who have been told over and over again that they are special, and expect the world to treat them that way, Hispanic Millennials see themselves as part of their families, communities and not separated from the rest.

As a result, marketers in both the Latino and youth markets have had to revamp their marketing strategies about how to reach this key demographic.

Franz Kafka quote

Franz Kafka quote

go for it

go for it

Next Quote? funny inspirational quotes on every post!

Kids of Spanish-speaking Hispanic moms watch less TV

When it comes to a kid’s television-viewing habits, the mom’s language can matter.

When it comes to a kid's television-viewing habits, the mom's language can matter.

When it comes to a kid’s television-viewing habits, the mom’s language can matter.

Researchers at Johns Hopkins University School of Medicine surveyed 1,347 women who had children ages 35 months to 4 years to assess just how much time the kids spent in front on the tube. They knew that young children of white mothers and young children of Hispanic mothers watched similar amounts of TV (we’ll go out on a limb here and say “too much”), but they seemed to think there might be some variables to be explored within those numbers and perhaps, down the road, interventions to be found.

They were right on the former. The latter remains to be seen. The researchers found that kids of English-speaking Hispanic moms and kids of Spanish-speaking Hispanic moms watched about the same amount of TV during their first year (yes, yes, infants watching any TV…). But by the second and third years, children of the English-speaking moms watched more, a lot more.

The abstract was published online Monday in the February issue of Archives of Pediatrics & Adolescent Medicine.

Maybe TV simply is less important to Spanish-speaking Hispanic moms, the researchers speculated, or maybe there are fewer Spanish-language shows for toddlers.

Regardless, they conclude: “These findings highlight the need to further understand sociocultural factors that influence television viewing habits in young Hispanic children. Interventionists should consider such factors when designing interventions targeting television viewing in young Hispanic children. Additionally, these findings emphasize the need for researchers to appreciate the heterogeneity of the Hispanic population when describing health behaviors and outcomes in this population.”

And if you’re wondering why this is relevant, the researchers point out in the study’s introduction: “Excessive television viewing in early childhood is associated with a multitude of negative health outcomes, including obesity, attention problems, and sleep troubles. … Additionally, Hispanic children face disparities in many health outcomes,18 some of which may be associated with early television habits.”

Source: Tami Dennis, Los Angeles Times – Orlando Sentinel

Inside Hispanic America

by Claudia “Havi” Goffan

Winner of the Publisher’s Multicultural Award Category: Best Multicultural Awareness Article

What is life like in America for Hispanic Americans?  What are their thoughts and concerns about family, employment, education, religion, opportunities, and healthcare?  We asked Claudia Goffan, founder of Target Latino, an Atlanta based marketing and consulting firm specializing in the Hispanic market, to provide “The College World Reporter” readers with her own views from inside Hispanic America. Here is our interview:

Claudia "Havi" Goffan - Hispanic Marketing Expert and CEO of Target Latino

Claudia “Havi” Goffan – Hispanic Marketing Expert and CEO of Target Latino

Q.Could you give us an inside look at Hispanic or Latino life?

A. To fully understand the Hispanic market, you need to analyze it by country of origin, level of acculturation, age, sex, marital status and educational level. Although some generalizations can be made, they have to be understood as such and not as an answer to comprehending the culture.

Let’s talk about some of the generalizations about the Hispanic culture. The very first one that comes to mind is about family being the first priority, the children are celebrated and sheltered and the wife usually fulfills a domestic role. Hispanics have a long Roman Catholic tradition and this usually implies quite a fatalistic outlook where destiny is in the hands of God. Latin American educational system is based on emphasis on the theoretical, memorization and a rigid and very broad curriculum. It follows the French schooling system and it translates into people who are generalists and look at the big picture as opposed to specialists, like in the U.S. Hispanics are highly nationalistic, very proud of long history and traditions.

Hispanics have difficulty separating work and personal relationships and are sensitive to differences of opinion. Hispanics fear loss of face, especially publicly and shun confrontation, where truth is tempered by the need for diplomacy. Title and position are more important than money in the eyes of Hispanic society. Etiquette and manners are seen as a measure of breeding and it follows an “old world” formality. Dress and grooming are status symbols whereas in the U.S. appearance is secondary to performance. The aesthetic side of life is important even at work.

Q. Tell us about the purchasing power of the U.S. Hispanics?

A. According to the University of Georgia’s Selig Center for Economic Growth in 2004 the nation’s largest minority group controlled $686 billion in spending. The community’s purchasing power comprises the world’s ninth biggest economy and it’s larger than the GNP of Brazil, Spain or Mexico. Hispanic purchasing power is projected to reach as much as $1 trillion by next year (2010) being the main drivers of the surge in Hispanic consumer influence the increasing education levels, labor force composition, household characteristics and accumulation of wealth. The fastest-growing occupational categories for Hispanics are higher paying managerial and professional jobs.

Q. What about Hispanics’ Healthcare Access?

A. I will quote a new analysis by the Pew Hispanic Center that indicates that six-in-ten Hispanic adults living in the United States who are neither citizens nor legal permanent residents lack health insurance. According to this same study, the share of uninsured among this group (60%) is much higher than the share of uninsured among Latino adults who are legal permanent residents or citizens (28%), or among the adult population of the United States (17%). Hispanic adults who are neither citizens nor legal permanent residents tend to be younger and healthier than the adult U.S. population and are less likely than other groups to have a regular health care provider. Just 57% say there is a place they usually go when they are sick or need advice about their health, compared with 76% of Latino adults who are citizens or legal permanent residents and 83% of the adult U.S. population.

Overall, four-in-ten (41%) non-citizen, non-legal permanent resident Hispanics state that their usual provider is a community clinic or health center. These centers are designed primarily as “safety nets” for vulnerable populations and are funded by a variety of sources, including the federal government, state governments and private foundations, as well as reimbursements from patients, based upon a sliding scale (U.S. Department of Health and Human Services, 2008).

Six out of 10 Hispanics are U.S.-born - Inside Hispanic America

Six out of 10 Hispanics are U.S.-born – Inside Hispanic America

The study also reports that some 37% of Latino adults who are neither citizens nor legal permanent residents have no usual health care provider. More than one-fourth (28%) of the people in this group indicate that financial limitations prevent them from having a usual provider – 17% report that their lack of insurance is the primary reason, while 12% cite high medical costs in general. However, a majority (56%) say they do not have a usual provider because they simply do not need one. An additional 5% state that difficulty in navigating the U.S. health care system prevents them from having a usual provider. According to Pew Hispanic Center estimates, 11.9 million undocumented immigrants were living in the U.S. in 2008. Three-quarters (76%) of these undocumented immigrants were Latinos.

Regarding health status, the study reports that the Latino population in the U.S. is relatively young, and Latino adults who are neither citizens nor legal permanent residents are younger still. Some 43% of adult Latinos who are not citizens or legal permanent residents are younger than age 30, compared with 27% of Hispanic adults who are citizens or legal permanent residents and 22% of the adult U.S. population.  The youthfulness of this population contributes to its relative healthiness.

About the Hispanic experiences in the Health Care System, the Pew reports that three-fourths (76%) of Latino adults who are neither citizens nor legal permanent residents report that the quality of medical care they received in the past year was excellent or good. This is similar to the proportion of adult Latino citizens and legal permanent residents (78%) who express satisfaction with their recent health care. However, when asked a separate question – whether they had received any poor medical treatment in the past five years – adult Latinos who are neither citizens nor legal permanent residents are less likely (16%) to report any problems than are Latinos who are citizens or legal permanent residents (24%).

Among those Latinos who are neither citizens nor legal permanent residents who report receiving poor medical treatment in the past five years, a plurality (46%) state that they believed their accent or the way they spoke English contributed to that poor care. A similar share (43%) believed that their inability to pay for care contributed to their poor treatment. More than one-third (37%) felt that their race or ethnicity played a part in their poor care, and one-fourth (25%) attributed the unsatisfactory treatment to something in their medical history.

Q. What is the difference in viewpoint between young Hispanics or Latinos born and raised in the United States, and their older parents or grandparents who migrated to the U.S. from other countries?

A. The one difference that applies to all Latinos existent between non and semi-acculturated Hispanics and fully-acculturated or U.S. born Hispanics (young or old) is that whereas the non and semi-acculturated Latinos are trying to learn how to navigate the American culture, the U.S. born Hispanics or fully-acculturated know how to navigate the American culture and “learn” to navigate the Hispanic one from their family.

Q. Who are people on the rise in the Hispanic or Latino community that may become corporate leaders, or the next Sonia Sotomayor?

A. There are many Hispanics on the rise in every walk of life in the United States. Some people may not even notice of their Hispanic background because it usually comes to light when there are political issues at stake. For example, a currently retired doctor that was the Director of Cardiology of the St. Joseph’s Hospital in Atlanta was originally from Argentina. The creative that many years ago came up with the successful campaign for a drug that put the country to sleep is a Nuyorican (Puerto Rican born in New York).

Regarding known Latinos on the rise, you may want to keep an eye on Christine Arguello, Judge, U.S. District Court, Colorado; Emiliano Calemzuk, President, Fox Television Studios; Ignacia Moreno, Counsel, Corporate Environmental Programs, General Electric Company; Esther Salas, U.S. Magistrate Judge, District of New Jersey; Thomas Saenz, President and General Counsel, Mexican American Legal Defense and Educational Fund (MALDEF); Hilda Solis, Secretary of Labor; Rosa Gumatatotao Rios, United States Treasurer; Elena Rios, President & CEO, National Hispanic Medical Foundation; Enrique Conterno; President, Eli Lilly, USA and Edward Chavez, Justice, the State of New Mexico Supreme Court, among many others.

Q. What should everyone know about Hispanics or Latinos?

A. The first thing that comes to mind is the very little known fact that 6 out of 10 Latinos are U.S. born.  The second one is that the younger the generation, the higher the percentage of Hispanics in it. It is imperative to understand the new U.S. demographics when developing business strategies, city planning, new products, etc.

About Claudia Goffan: Recognized as an expert in Latino Marketing by CNN en Español, Claudia has been featured in Adweek, Hispanic Business, Univision, Telemundo and other national and international media.

A native from Buenos Aires, Argentina, Claudia has been very influential in the Hispanic markets in the U.S. and Latin America – both from a business and a community standpoint – always with outstanding results. Claudia has contributed to companies such as, The Occasions Group, The Taylor Corporation, El Banco de Nuestra Comunidad (A division of SunTrust Bank), XEROX, AT&T, BellSouth, Citibank, Papa John’s, Liberty Mutual, British Telecom, Gold’s Gym, Sherwin Williams, and Verizon, among others.

A motivator, strategic and hands-on, innovative, creative and resourceful. It has been said that her humor and presence immediately captivate audiences. She has an MBA from the University of Buenos Aires, Argentina and from the University of California, Los Angeles (UCLA), and more than 20 years specializing in Marketing and Strategic Planning both internationally and domestically. She is bilingual and bicultural in English and Spanish and fluent in Portuguese, French, and Italian.

About Target Latino: Target Latino was founded in 2003, with a vision unparalleled at the time – to show American companies the importance of the U.S. Hispanic market – not by preaching but by acting. Target Latino is a marketing consulting firm specializing in the Hispanic market and inbound strategies.  Target Latino has a long standing experience of driving results in tough economic times.  Target Latino is minority owned, and a percentage of its proceeds go to different charity causes.

So true. Great Quotes

Great quote

New HomePath.com in Spanish to Help Hispanics Buy Homes

Fannie Mae Launches New HomePath.com in Spanish Aimed at Helping More Hispanics Buy Homes

Interactive Tools and Information Designed to Guide Potential Homeowners Through Homebuying Process and Prevent Foreclosure

Fannie Mae Launches New HomePath.com in Spanish Aimed at Helping More Hispanics Buy Homes

Fannie Mae Launches New HomePath.com in Spanish Aimed at Helping More Hispanics Buy Homes

Fannie Mae announced the company launched a Spanish version of its HomePath.com website designed to help more potential homeowners who speak Spanish purchase Fannie Mae-owned properties.
The new website in Spanish mirrors the English version of HomePath.com featuring an interactive search tool of Fannie Mae-owned properties nationwide, details about HomePath® financing, a mortgage payment calculator, property alerts, as well as information on foreclosure prevention and the Making Home Affordable((SM)) program.

Through HomePath.com, potential homeowners can access a database that includes a wide selection of homes from around the country – including the U.S. territory of Puerto Rico – which can be purchased directly from Fannie Mae. Properties include detailed information and photographs of single-family homes, condominiums, and town houses located in a variety of neighborhoods.

“HomePath.com is a great resource that can help people find a lifelong home for themselves and their families,” said Fannie Mae Executive Vice President, Terry W. Edwards. “The website has a wealth of information to inform and guide potential homeowners through the process of buying a Fannie Mae-owned property.”

The new release of HomePath.com in Spanish is part of a continuous effort aimed at improving access to information and resources which play a vital role in aiding both English and Spanish-speaking populations in the U.S. purchase homes, while helping minimize the impact on communities hit by foreclosures.

For more information about HomePath, please visit www.HomePath.com and click “En Espanol”, or for direct access to the website in Spanish, visit www.es.HomePath.com.

Fannie Mae exists to expand affordable housing and bring global capital to local communities in order to serve the U.S. housing market. Fannie Mae has a federal charter and operates in America’s secondary mortgage market to enhance the liquidity of the mortgage market by providing funds to mortgage bankers and other lenders so that they may lend to home buyers. Our job is to help those who house America.

Making Home Affordable is a trademark of the United States Department of the Treasury and is used under license

SOURCE Fannie Mae