Why get an English domain name for a Spanish-speaking country?

Perhaps you're thinking, Mexico is a Spanish-speaking country, so there is no point in getting English-word .MX domain names.  They'd be a mismatch, right? 

No, they wouldn't.  Not any more.  Like so much of the world in recent years, Mexico has been changing fast.  Decision makers need to be aware of these changes.  In particular, you need to know the extent to which people in Mexico now use English.

1. Nearly 5 million people in Mexico speak English:  "The second most spoken language in Mexico ... is English, used extensively at the border areas, tourist centers and large metropolitan areas....  In border cities, American TV and radio waves in English (and Spanish) are received as much Spanish-speaking radio and TV stations from Mexico on the US side of the border, thus a bilingual cross-cultural exchange is at work." 

Thousands of Mexican's legally cross the border each day to work in the United States, shop, visit family, to get medical care, and to attend private schools. These factors have added value for the people of both countries in terms of where they live, work, what they eat, wear, and with whom they form relationships.

Likewise, many from the United States legally cross the border each day into Mexico to work, shop, visit family and friends, vacation.  For decades, Mexico has been a favorite destination of American students on "break."  And, as we'll see, many Americans are now choosing to live in Mexico permanently.

Both societies have clearly benefited from being friendly neighbors.  And just as this exchange has made Spanish the second most prominent language in the United States, it has contributed to making English a prominent language in Mexico.

2. Mexicans are accustomed to encountering English, even without translation:  "English has a positive image in Mexico and is ever-present in small doses in daily life.  It is common to see billboards that promote brands with marketing messages in English, or find schools and common recreation places whose names are in English, from cafes, to hotels and prestigious shops. Even in films, Mexicans prefer to see movies with their original audio rather than translated to Spanish."
    
3. One site reports, "Knowledge of English is increasing rapidly, especially among business people, the middle class, returned emigrants, and the young" — precisely the most high-value target audiences for online marketing.
    
4. Supporting this, another site says, "Speaking English is an absolute requirement for Mexican citizens who wish to advance in a professional field. Because of close ties with the United States, many Mexican companies conduct a certain amount of their business in English."
    
5. Mexicans like, and want, American products.  One site says:

   [The] affluent 25% of the population... represents about 20 million people, which makes the Mexican market comparable to — if not larger than — the Canadian market. Economic disparity is but one factor U.S. firms should be aware of.
   
   Because Mexicans have a high regard for American products, it may be beneficial to keep some American identification on the packaging. "Exporters have found that providing the necessary Spanish labeling information via a sticker added to the American labeling has proven to be a very successful way to do business in Mexico," Barnes says.

   This is another reason for confidence that affluent Mexicans will be familiar with English words and will be searching online in English.  (They also search in English — like people the world over — because there's simply more of everything in English.)  This is supported by the next point.

6. English usage is especially high among Mexican Internet users — and Internet usage is now growing rapidly in Mexico, as it has elsewhere.  In fact, it's growing as much as 20% per year.  This assures rapid and continued growth of the value of an English-keyword .MX domain name, both as an active marketing asset and as a corporate asset.
    
7. With this high interest in learning English — almost a necessity for getting ahead in business and in life — qualified Americans are being actively solicited to teach English in Mexico.  And there's plenty of teaching going on:  "Most English teachers in Mexico are employed by schools.  English is taught from elementary school on up through college, and native English speakers are always in high demand as teachers.  However, [teachers] do have other options.  Some companies will hire English teachers to train their employees in English communication.  There are also numerous private language institutions that hold English classes, which any citizen can attend."
    
8. Many people from Mexico who are now in the United States still have ties with Mexico.  This facilitates the folks back home learning English.  But the travel is two-way — Americans and others go to Mexico too, bringing their English with them.
    
9. A site reports:  "Mexico is one of the most visited nations in the world with its many outstanding resorts and some of the most beautiful beaches and scenery.  Mexico has become the new home to many Americans, Canadians, and Brits, as they are choosing to retire in warmer climates.  It is estimated there are over one million Americans that now call Mexico home."  Parts of Mexico are becoming the new "French Riviera" — except that it's closer, cheaper — and "in English" 
    
10. Many Americans — especially retirees — are moving to Mexico because of the warm climate, beautiful environment and culture, and low expenses.  They are bringing their money with them, are already online, and are ready to spend.

Watch this embedded video!  (Reading a printout? Just go to the link below. This is worth watching. We recommend clicking the Full Screen button in the lower right.)

webgrowdomains.com/article-mexicans-speak-english.cfm

Source: http://cdnapi.kaltura.com/index.php/kwidget/wid/0_vxn02krc/uiconf_id/5590821

Did you watch it?  An aluring place to live, isn't it?  No wonder so many Americans are drawn to move there!  And towards the end, did you notice the American companies — McDonald's, Starbucks, The Home Depot, Office Depot, Blockbuster Video, Firestone Tires, USA Today (newspaper), Walmart, Costco and others?  It's a busy and thriving marketplace.  As you can see the Mexican market is not just Spanish-speaking any more!

11. In fact, although only 4.55% of people in Mexico speak English (Wikipedia), the demographics of who these people are makes it likely that in dollar terms, they are at least 25% of the Mexican online market.  What's more, again for demographic reasons, they would include the trend setters — now, and especially in the coming years — for this country which is the eleventh most populous in the world and the gateway to Latin America.
     
12. What's more, many of the most wealthy of these English-speaking people in Mexico — tourists and American retirees — would have English as their primary language, and perhaps their only language.  They'll be searching in English, in a market currently much less crowded with American products than the USA.  A dominating domain will make it much easier for you to be noticed in Mexico than in the US.  Be there, be available, and be found when these people come looking!

Above all, remember that you get a domain not just for this year, but for years to come.  As the Mexican market rapidly evolves and grows — and English usage in Mexico continues to rapidly increase, as it most certainly will — a domain name asset can evolve and grow with it, serving in ways you may not be able to currently imagine.  But only if you get it before a competitor does.

Think about what that could mean to your company's future