South and Central America are home to large and growing populations, close proximity to the United States and Canada, and often generous or free trade pacts with the United States, bringing business interaction as well as increased immigation. With a growing Spanish speaking population in America, you would think that there would be massive growth in the Spanish language web. According to Wikipedia, Spanish Language in the United States,” 35.5 Million Americans over the age of 5 speak Spanish as their primary language, roughly half of whom speak English “very well.”
So a little over 5% of the American population speaks Spanish and very little English, and a little over 5% of the American population speaks Spanish natively.
When Apple was < 5% of the market, people worried about losing 5% market share by not accommodating them. By not offering your website in Spanish, you are losing 5% of the potential market that doesn't speak English well AND 5% of the potential market that speaks Spanish better. As a result of neglect, the keywords are substantially less competitive in both paid and free search, yet they are still neglected.
What are you doing to accommodate this portion of America?