Our second instalment in the “Why localise…” series tackles website localisation and why it shouldn’t be overlooked.
Whether you are a global organisation or just selling your products and services into the global market, English just isn’t going to cut it.
There are almost four billion users on the internet today. However, users with English as their primary language, only represent 25.2% of this internet population. Chinese users represent 19.3%, Spanish 7.9%, followed by Arabic, Portuguese, Indonesian, French, Japanese, Russian, and German. When you combine all top 10 languages other than English, it represents 50.8% of the internet population. (Internet World Stats)
This staggering percentage shows just how little penetration of the online world an English-only website can achieve. Up to 2 billion additional internet users could be reached through the addition of further languages listed in this top 10. The ROI from this alone should be reason enough to consider it.
Internet users are inclined to stay twice as long on a web page if it is in their native tongue, compared to English-only options. CSA Research (formerly The Common Sense Advisory) published findings supporting this already back in 2012:
- 72.1% of consumers spend most or all of their time on websites in their own language.
- 72.4% of consumers said they would be more likely to buy a product with information in their own language.
- 56.2% of consumers said that the ability to obtain information in their own language is more important than price.
This is also shown through the 2011 research from the European Commission which revealed that:
- Nine out of 10 Internet users said that, when given a choice of languages, they always visited a website in their own language.
- Nearly one in five Europeans (19%) said they never browse in a language other than their own.
- 42% said they never purchase products and services in other languages.
These results highlight the vital importance of website localisation to reach new markets, as well as to improve the uptake of products and services in already active markets. With more than half of all internet users willing to pay more when provided with a website in their own language, this can have a significant impact on a company’s bottom line.
Visit our Services overview to find out more about website localisation and how we can help you take the next step.
Other articles in this series: