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.
Twitter Join us in tweeting this webinar! #languagematters
Company confidential – distribution prohibited without permission
About Lionbridge
Global Scale
Market Leadership
4,600 employees 26 countries
Leader in $14B services industry • Translation and adaptation of products
• Global network of 25,000 translators
and content for international markets
Hosted Technology
Global Clients
Web-based language technology platform
Recurring relationships with 500+ global clients
• Enhances competitive advantage • Drives efficiency
Company confidential – distribution prohibited without permission
• 80% of revenue comes from recurring clients • 12 of the Fortune 20 companies are client
Introductions Donald A. DePalma, Ph.D. Chief Research Officer, Common Sense Advisory don@commonsenseadvisory.com DePalma has written dozens of reports since founding Common Sense Advisory, and oversaw the development of dozens more. His current research interest is natural language technology, developing in areas such as machine translation and speech recognition. Separately, his survey-based work with consumers and business buyers has yielded some of the industry’s most powerful arguments for localization.
Paula Shannon CSO, SVP and General Manager, Lionbridge Paula.Shannon@lionbridge.com More than 23 years experience in the translation and localization industry Responsible for sites in 26+ countries, driving new services and sustainable solutions, ensuring the continued delivery of innovation and execution excellence to a broad range of Global 1000 customers
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 (Most of FIGS + J of CCJK) Attractive developing markets: Brazil, China, and Russia (BRIC)
An emerging market with ties to traditional localization markets: Turkey 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 homelanguage 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, consumers prefer buying in their own 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)
Company confidential – distribution prohibited without permission
Knowledge Center
www.lionbridge.com 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, 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
Questions?
Don DePalma don@commonsenseadvisory.com Research: www.commonsenseadvisory.com Blog: www.globalwatchtower.com Twitter: @CSA_Research
Lionbridge www.lionbridge.com
Company confidential – distribution prohibited without permission