(BOSTON) – May 28, 2015 -- How many languages do content
marketers and global businesses need to reach the maximum potential number of
customers online? The addressable online economic potential amounts to US$54.9
trillion, but English only gives you access to 36.5% of that total.
According to independent market research firm Common Sense
Advisory’s 2015 findings, it takes a minimum of 11 additional languages, including
German and Japanese, to get access 88.7% of the total online gross domestic
product (GDP). Global brands aiming for 95% need 21 languages, 35 for 98%, and 48
for 99%. Figures are given for online
population by language as well and online GDP.
"Customer experience increasingly comes down to content. Hypermobility among companies and consumers has raised expectations for branding and message
consistency across countries, languages, and cultures. Global companies
must extend online presence to dozens of local languages. Content programs must
follow, including social media and mobile applications. The big question is how
to prioritize spending. This research aids budget planners and decision-makers,”
explains Common Sense Advisory senior analyst Ben Sargent.
Based on population, penetration, and economic data from 195
countries and 100 online languages, the firm has published two new research reports,
titled “Benchmarking the Top 100 Online Languages for 2015" and "The Rise and Fall of the Top Online Languages".
This research updates CSA Research’s proprietary metrics highlighting
the fastest growing languages in the digital landscape, in terms of online population
and economic gravity. They detail which
languages matter the most in terms of economic opportunity, present a framework
for categorizing languages into tiers, and recommend actions for marketers.
"Marketing planners and business development executives should
recognize that the greater effort entailed in translating into more languages
is offset by increased benefits from expanding “world online wallet” values for
each translation done,” adds Mr. Sargent.
These reports are available to members of Common Sense
About Common Sense Advisory
Common Sense Advisory is an independent market research company helping companies profitably grow their international businesses and
gain access to new markets and new customers. Its focus is on assisting its
clients to operationalize, benchmark, optimize, and innovate industry best
practices in translation, localization, interpreting, globalization, and
internationalization. For more information, visit:
http://www.commonsenseadvisory.com or www.twitter.com/CSA_Research.
Media contact: Melissa C. Gillespie,
Melissa@commonsenseadvisory.com, +1 760-522-4362.