42% of people who do not buy your product

Is localization needed at all? Approximately this question is asked by people who have not dealt with localization. Well, translated from Russian to English and that's enough. English knows almost everyone.

And those who are already in the subject, think, guess what languages ​​to translate in 2017.

We in Alconost collected world statistics for everyone: for those who decided, and for those who doubt. Only numbers, only hardcore .
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1. In 2016, the economic potential of the Internet is $ 54.9 trillion. However, the use of English gives access to only 36.5% of this amount.

2. To gain access to 90% of the Internet market, today it is necessary to use 14 languages. To reach 77.9%, you only need to translate the product into the top 10 languages: English, Chinese, Spanish, Arabic, Portuguese, Japanese, Russian, Malay, French and German. Here is the list of the most popular languages ​​in 2016:


3. 72.1% of Internet users spend most of their time on sites in their own language.

4. For 56.5% of consumers, the ability to receive information about a product in their own language is more important than price.

More than half of the respondents are willing to pay more if you provide them with information in their own language.

5. 9 out of 10 Internet users will always choose the site version in their native language if they have a choice.

6. 75% of consumers in non-English speaking countries would rather buy a product with a description in their native language, and not in English. Even the millennials, who usually know English better, show the same behavior.

7. 42% of consumers never buy products and services in other languages.

8. 19% of Europeans never visit sites in a foreign language.

9. 88% of the 2657 most popular sites in 2016 have the English version. Simplified Chinese (36% of the sites from this list), Spanish (28%), Japanese (27%), French (27%), German (25%) and Portuguese (22%) are also actively used. About 10% of these sites were translated into 18 languages. On average, the sites of popular multilingual brands had 8-9 language versions. Here are some more visual statistics:


10. Experiment with mobile advertising showed: 86% of localized advertising campaigns surpassed English-language counterparts in terms of CTR and conversion rate. Compare: English-speaking campaigns had an average CTR of 2.35%, a conversion rate of 7.47%; their localized versions had a CTR of 3.34%, and a conversion rate of 9.08%.

Sources: Common Sense Advisory ( 1 , 2 , 6 , 9 ), HBR ( 3, 4, 5, 7, 8 ), Internet World Stats ( 2 ), Appia ( 10 ).


about the author

Alconost is engaged in the localization of applications, games and websites in 60 languages. Language translators, linguistic testing, cloud platform with API, continuous localization, 24/7 project managers, any formats of string resources.

We also make advertising and training videos - for websites selling, image, advertising, training, teasers, expliners, trailers for Google Play and the App Store.

Read more: https://alconost.com