can’t read, won’t buy: why language matters on global websites
TRANSCRIPT
Can’t Read, Won’t Buy: Why Language Matters on Global Websites
Donald A. DePalma, Ph.D.
Chief Research OfficerCopyright © 2009 by Common Sense Advisory, Inc.
About Lionbridge
Global ScaleGlobal Scale Market LeadershipMarket LeadershipGlobal ScaleGlobal Scale4,600 employees 26 countries
• Global network of 25,000 translators
Market LeadershipMarket LeadershipLeader in $14B services industry• Translation and adaptation of products
and content for international markets
Global ClientsGlobal ClientsRecurring relationships with 500+
Hosted TechnologyHosted TechnologyW b b d l t h l Recurring relationships with 500+
global clients• 80% of revenue comes from recurring clients• 12 of the Fortune 20 companies are client
Web-based language technology platform• Enhances competitive advantage• Drives efficiency
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Executive summary
The survey crossed three continents
Most people prefer buying in their own language
Language significantly influenced more important purchases
It takes more than local language to sell something
Global brands trump language and price
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Global consumer survey details
Usual targets: France,
Germany, Japan, and SpainGermany, Japan, and Spain
(Most of FIGS
+ J of CCJK)
Attractive developing
markets: Brazil, China, and
Russia (BRIC)
An emerging market with
ties to traditional
localization markets:
k
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Turkey
English‐language sites attract foreign visitors
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International visitors spend more time at sites in their language
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Consumers prefer buying from sitesin their language
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Consumers prefer buying from sites in their own language
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International buyers almost evenly split on home‐language purchases
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All otherthings being eq althings being equal, consumers prefer buyingbuyingin their own languagelanguage
Brand trumps language, but language beats a lower price –more in some countries than others
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On the global web, language and localization matter more than ever
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If global markets interest you, then it’s time to localize your websites
Consumers demand it.
Competitors will push their own local website initiatives.
The law sometimes requires it.
Your ability to market and sell grows with localization.
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Bibliography
Quarterly Business Confidence surveys
“Localization Matters” (Nov08)
“Website Globalization: The Availability Quotient” (Jan08)
“On the Web, Some Countries Matter More than Others” (Sep07)
“Can’t Read, Won’t Buy” (Sep06)
“Developing Products for Global Markets” (Jun06)
“Beggars at the Globalization Banquet” (Nov02)“Beggars at the Globalization Banquet” (Nov02)
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Knowledge Center
www.lionbridge.comwww.lionbridge.comDownload White Papers
• Building Stronger Brands Around the World: A Guide to Effective Global Marketing
• Strengthening Global Brands: Key Steps for
Download White Papers
Meaningful Communications around the World
• Building a Global Web Strategy: Best Practices for Developing your International Online Brand
• Machine Translation: Saving Time Lowering Costs
View Webinars
Machine Translation: Saving Time, Lowering Costs, and Improving Services
• Localization 2.0
• The Art and Science of Global Navigation
• The Best Global Web Sites (and Why)
• Localization 2.0
• The Art and Science of Global Navigation
• The Best Global Web Sites (and Why)
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