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

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

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

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

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