It may be a businessman preparing to take up a yearlong appointment in China. Or it may be an upper level CIA officer who needs to brush up on her Arabic as part of her job requirement. But one thing is certain. More Americans believe that foreign language proficiency is critical for the U.S. to excel in the new global economy. As a result, demand for language training will rise.
At the same time, few U.S. consumers have truly mastered a second language. However, according to a new Rosetta Stone survey, parents want their children to speak a second language fluently:
- Consumers fear high-paying jobs won’t be available if they don’t speak a second language like Chinese: 58%
- Foreign language instruction is lacking in U.S. schools: 60%
- My child will need to speak Spanish fluently in adulthood: 66%
- Speaking a foreign language is more important than learning a sport (67%) or a musical instrument (63%)
Foreign language training is being offered by online operators. In addition, local tutors, colleges and universities may begin offering foreign language classes and total immersion programs to help students, young and not-so-young, to master a new language. To promote these programs, marketers may advertise directly to consumers either online or via traditional media and they may also promote their services to businesses.[Sources: Good, Chris. CIA To Require Foreign Language Proficiency. TheAtlantic.com. 29 Jan. 2010. Web. 21 Sept. 2010; Rosetta Stone Survey. 9 Sept. 2010. Web. 22 Sept. 2010]