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THE	
  GREAT	
  CONTENT	
  MISMATCH	
  ON	
  THE	
  WEB	
  
Maria	
  Zafeiridou	
  
19th	
  January	
  2015	
  
Здравствуй...
THE	
  	
  MISMATCH	
  
Sources:	
  Internet	
  World	
  Stats	
  (www.internetworldstats.com),	
  Wikipedia,	
  (en.wikipedia.org)	
  	
  
That	
...
55.6%	
  
5.9%	
   5.8%	
   5.0%	
   4.7%	
   4.0%	
   2.8%	
  
0%	
  
10%	
  
20%	
  
30%	
  
40%	
  
50%	
  
60%	
  
Eng...
N.	
  America	
  
10.2%	
  
Asia	
  
45.7%	
  
Oceania/	
  
Australia	
  
0.9%	
  
Africa	
  
9.8%	
  Lat.	
  America	
  /...
WHY	
  IS	
  IT	
  A	
  PROBLEM?	
  
Source:	
  Harvard	
  Business	
  Review,	
  www.hbr.org	
  	
  
Why	
  is	
  it	
  a	
  problem?	
  
of	
  consumers	
  a...
Consequences	
  
•  Difficulty	
  building	
  trust	
  
•  Lost	
  conversions	
  
•  Risk	
  of	
  putng	
  all	
  markeYng...
ADDRESSING	
  THE	
  ISSUE	
  
Addressing	
  the	
  language	
  barrier	
  
	
  
•  LOCALISE,	
  don’t	
  just	
  translate	
  
•  Do	
  it	
  profession...
Addressing	
  the	
  language	
  barrier	
  (cont-­‐d)	
  
Source:	
  Mashable,	
  www.mashable.com	
  
• MulYlingual	
  S...
Conclusion	
  
•  Ending	
  content	
  mismatch	
  is	
  not	
  just	
  good	
  for	
  business	
  
•  It	
  can	
  also	
...
Thank	
  you!	
  
Maria	
  Zafeiridou	
  
maria.zafeiridou@web-­‐behaviour.com	
  
Merci	
   Grazie	
  
Tack	
  
Cпасибо	
...
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The great content mismatch on the web

Research shows that people prefer surfing the web and buying online in their own language. While only just over 5% of the world population are native English speakers, more than half of all online content is in English. Clearly, there is a problem… In this talk I will share with you some insights into the global content mismatch and thoughts on why and how it should be addressed.

This talk was presented by Maria Zafeiridou (@mariazafeiridou) at the London Web Standards meet up on 19/01/2015.

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The great content mismatch on the web

  1. 1. THE  GREAT  CONTENT  MISMATCH  ON  THE  WEB   Maria  Zafeiridou   19th  January  2015   Здравствуйте   Bonjour   Hello   Γεια  σας   Hola   Ciao   Hallo   您好    ‫ا‬‫مرحب‬ !"#"$%&'"   สวัสดี   こんにちは   Olá   হ"াে  
  2. 2. THE    MISMATCH  
  3. 3. Sources:  Internet  World  Stats  (www.internetworldstats.com),  Wikipedia,  (en.wikipedia.org)     That  is  12%  of  the  total  online  populaYon   NaYve  English  speakers  -­‐  populaYon  density   of  the  world  populaYon  are  naYve  English  speakers  5%    
  4. 4. 55.6%   5.9%   5.8%   5.0%   4.7%   4.0%   2.8%   0%   10%   20%   30%   40%   50%   60%   English   German   Russian   Japanese   Spanish,   CasYlian   French   Chinese   Over  55%  of  content  on  the  web  is  in  English   Content  languages  used  on  websites   Source:  W3Techs,  January  2015    
  5. 5. N.  America   10.2%   Asia   45.7%   Oceania/   Australia   0.9%   Africa   9.8%  Lat.  America  / Carib.  10.5%   Mid.  East   3.7%   Europe   19.2%       Sources:  Gapminder  (www.  gapminder.org)  and  Internet  World  Stats  (www.internetworldstats.com)   Total  Internet  users  by  world  regions,  Q2  2014  
  6. 6. WHY  IS  IT  A  PROBLEM?  
  7. 7. Source:  Harvard  Business  Review,  www.hbr.org     Why  is  it  a  problem?   of  consumers  are  willing  to  pay  more  if  they   can  obtain  informaYon  in  their  own  languages     72  %    of  consumers  are  more  likely  to  buy  a  product   with  informaYon  in  their  own  language   internet  users  prefer  surfing  the  web     in  their  own  language  9  out  of  10     56  %    
  8. 8. Consequences   •  Difficulty  building  trust   •  Lost  conversions   •  Risk  of  putng  all  markeYng   investment  in  one  language   •  Failing  to  meet  emerging   powers’  growing  demand  
  9. 9. ADDRESSING  THE  ISSUE  
  10. 10. Addressing  the  language  barrier     •  LOCALISE,  don’t  just  translate   •  Do  it  professionally   •  Check  and  re-­‐check  your   translaYons     Source:  Webcertain,  blog.webcertain.com  
  11. 11. Addressing  the  language  barrier  (cont-­‐d)   Source:  Mashable,  www.mashable.com   • MulYlingual  SEO   • AnYcipate  with  a     global-­‐friendly  website  
  12. 12. Conclusion   •  Ending  content  mismatch  is  not  just  good  for  business   •  It  can  also  help  keep  world’s  languages  alive  
  13. 13. Thank  you!   Maria  Zafeiridou   maria.zafeiridou@web-­‐behaviour.com   Merci   Grazie   Tack   Cпасибо   ありがとう   Obrigado   Danke   )*)*  #")+&'"   คุณ ขอบคุณ   ευχαριστώ   谢谢    ‫ا‬‫شكر‬ Gracias  

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Research shows that people prefer surfing the web and buying online in their own language. While only just over 5% of the world population are native English speakers, more than half of all online content is in English. Clearly, there is a problem… In this talk I will share with you some insights into the global content mismatch and thoughts on why and how it should be addressed. This talk was presented by Maria Zafeiridou (@mariazafeiridou) at the London Web Standards meet up on 19/01/2015.

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