Consumer Language Preferences by Country
by Donald A. DePalma, Stephen Henderson
January 29, 2016
January 29, 2016

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Reports from CSA Research on the behaviors and preferences of information consumers definitively prove that far fewer consumers will buy or even consider products and services if they’re not provided in their mother tongue (see “Can’t Read, Won’t Buy," Feb14; and “Millennials around the Globe,” Sep15). To enable strategic planners to manipulate our survey data in their own business models, we released Excel versions of country-specific briefs for each of the 10 nations in our "Can't Read, Won't Buy" (CRWB) dataset.

Each brief contains Excel worksheets for a title page, copyright, introduction, a list of the survey questions, country-specific data, and related research. The files are read-only.

The briefs are titled “Consumer Language Preferences by Country,” in which “Country” is:
How to Use This Data

Companies can use this information as they craft their global content and global market entry strategies:

  • Identifying the right criteria on which to make their market entry and language support decisions. Budgets are finite, so obtaining suitable data to make the hard choices is imperative. It also involves tiering content so that the appropriate pieces are localized for specific audiences. Companies are often caught in the trap of believing that they must translate most or all of their content into a standard set of languages every year. Nothing could be further than the truth.
  • People don’t buy in languages they don’t understand – 75% of buyers in non-English-speaking countries will choose a product in their own language rather than one in English. Even Millennials, who are generally more comfortable with English, exhibit the same behavior. Today’s addressable online economic potential amounts to US$54.9 trillion, but English only grants access to 36.5% of that total. It takes a minimum of 11 additional languages, including German and Japanese, to open the door to 88.7% of the world’s total online gross domestic product (GDP).

  • Global Leaders
  • Technology Vendors

Pages: 1

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