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

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

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


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


Turkey

English‐language sites attract foreign visitors


English‐language sites attract foreign visitors

International visitors spend more time at sites in their language


Consumers prefer buying from sitesin their language


Consumers prefer buying from sites in their own language


Language preferences do vary by what consumers are buying

International buyers almost evenly split on home‐language purchases


International buyers almost evenly split on home‐language purchases

Most consumers feel discomfort in other languages, but may still buy

All otherthings being eq althings being equal, consumers prefer buyingbuyingin their own languagelanguage

All other things being equal, consumeprefer 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


The price‐language‐brand hierarchy of needs

Why foreign visitorsabandon websites

On the global web, language and localization matter more than ever


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.


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)


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

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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)
