Living in the USA, browsing with Google.com, your search results are invariably in English. If you search for a product then Google tells you where to find it locally. The internet is mostly in English, right?
In 1996 80% of internet users were native English speakers, by 2010 that share had fallen to 27.5%*
In 1996 80% of internet content was in English, this is likely less than 40% now*
So it should come as little surprise that 60% of online shoppers rarely or never buy from English-only websites.**
While English is undeniably a language of international business, if you are selling outside of the USA, the days of assuming your prospects will read the English language content on your website are numbered if not gone.
Common Sense Advisory’s Chief Strategy Officer and founder Don DePalma states. “There is a longstanding assumption that enough people on the web feel comfortable using English, especially when buying high-tech or expensive products. Our research in 2006 proved that 72.4% of consumers surveyed were more likely to buy products in their native language. Our 2014, larger-scale behavioral study of consumers again validates this preference and, in fact, concludes this demand is increasing, with a full 75% of respondents saying they want the products in their native language.”
The percentage of those who buy only at local-language websites varies by country, with more than 70% of consumers in Japan, while for France and Turkey are among the countries with more than half of survey-takers favoring purchases at properties in their language.
In summary, the web is becoming more local, its use is becoming a reflection of our wider preferences, to connect with, buy from and do business with people and companies that share our language, culture and preferences.
Most major companies have already gained a competitive advantage on the web, and accelerated their growth by offering language specific sites (www.amazon.de in Gemany, www.eBay.fr in France, or www.ford.es in Spain). However, there is no need for localized sites to be the realm only of large companies, small and medium companies can gain the same level of market access, using the same tools, at a cost comparable to going to a couple of trade shows. The internet is a great equalizer!
To show how small and medium sized companies can effectively compete in the increasingly local web, ibt partners has published a freely downloadable ebook:
* Source: Álvaro Blanco/FUNREDES (Foundation for Networks and Development)
** Source: Common Sense Advisory (www.commonsenseadvisory.com)