Can’t Read, Won’t Buy: Why Language Matters on Global Websites
 

Can’t Read, Won’t Buy: Why Language Matters on Global Websites

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Can’t Read, Won’t Buy: Why Language Matters on Global Websites

Can’t Read, Won’t Buy: Why Language Matters on Global Websites

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Can’t Read, Won’t Buy: Why Language Matters on Global Websites Can’t Read, Won’t Buy: Why Language Matters on Global Websites Presentation Transcript

  • Can’t Read, Won’t Buy: Why Language Matters  on Global Websites Donald A. DePalma, Ph.D. Chief Research Officer Copyright © 2009 by Common Sense Advisory, Inc.
  • About Lionbridge Global Scale Market Leadership 4,600 employees 26 countries Leader in $14B services industry • Global network of 25,000 translators • Translation and adaptation of products and content for international markets Hosted Technology Global Clients Web-based language technology W bb dl t h l Recurring relationships with 500+ platform global clients • Enhances competitive advantage • 80% of revenue comes from recurring clients • Drives efficiency • 12 of the Fortune 20 companies are client Company confidential – distribution prohibited without permission
  • 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  Company confidential – distribution prohibited without permission
  • Global consumer survey details Usual targets: France,  Germany, Japan, and Spain  Germany, 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:  Turkey k Company confidential – distribution prohibited without permission
  • English‐language sites attract foreign visitors  Company confidential – distribution prohibited without permission
  • English‐language sites attract foreign visitors
  • International visitors spend more time at sites in their  language  Company confidential – distribution prohibited without permission
  • Consumers prefer buying from sites in their language  Company confidential – distribution prohibited without permission
  • Consumers prefer buying from sites in their own language Company confidential – distribution prohibited without permission
  • Language preferences do vary by what consumers are  buying
  • International buyers almost evenly split on home‐ language purchases  Company confidential – distribution prohibited without permission
  • International buyers almost evenly split  on home‐language purchases 
  • Most consumers feel discomfort in other languages, but  may still buy 
  • All other things being equal,  things being eq al consumers prefer  buying in their own  language  language
  • All other  things being  equal, consume prefer buying  in their own  language 
  • Mother tongue content becomes more important over  product life cycle 
  • Respondents prefer bad quality in their own language over  English‐language content
  • Respondents prefer bad quality in their own language  over English‐language content
  • More than half of all visitors sometimes turn to machine  translation 
  • Brand trumps language, but language beats a lower price 
  • Brand trumps language, but language beats a lower price – more in some countries than others Company confidential – distribution prohibited without permission
  • The price‐language‐brand hierarchy of needs
  • Why foreign visitors abandon websites 
  • On the global web, language and localization matter more  than ever  Company confidential – distribution prohibited without permission
  • 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.  Company confidential – distribution prohibited without permission
  • 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) Company confidential – distribution prohibited without permission
  • Knowledge Center www.lionbridge.com Download White Papers Download White Papers • Building Stronger Brands Around the World: A Guide  to Effective Global Marketing • Strengthening Global Brands: Key Steps for  Meaningful Communications around the World • Building a Global Web Strategy: Best Practices for  Developing your International Online Brand • Machine Translation: Saving Time Lowering Costs Machine Translation: Saving Time, Lowering Costs,  and Improving Services View Webinars • Localization 2.0  • The Art and Science of Global Navigation • The Best Global Web Sites (and Why) Company confidential – distribution prohibited without permission