Research

Forecasting Global Language Priorities: 2022 and 2027

by Arle Lommel, Benjamin B. Sargent, March 05, 2018, 10 Pages View abstract

Over time, countries experience shifts in population, economic power, and internet penetration. As a result, the relative economic importance of languages spoken around the world changes. This report predicts which ones will be needed to reach 97% of . . .

Digital Opportunity: Top 100 Online Languages for 2017

by Benjamin B. Sargent, Arle Lommel, August 15, 2017, 10 Pages View abstract

Evaluation of return on content begins with understanding the language composition of the online world. CSA Research’s annual online benchmarks capture the total economic opportunity that global brands address when they add a new language. The benchmarks . . .

Digital Opportunity: Under- and Over-Served Languages

by Benjamin B. Sargent, Arle Lommel, September 27, 2016, 10 Pages View abstract

Some languages historically show lower use than their market heft should warrant, such as Arabic, Hebrew, and Persian. Other languages appear more frequently than their limited market size might predict, including Bulgarian, Hungarian, and Slovak. In . . .

Arabic Regional Variants for Global Brands

by Benjamin B. Sargent, June 14, 2016, 6 Pages View abstract

Arabic poses a unique challenge to digital brands. On the one hand, it is the seventh most important online language, with a total audience of 166 million and US$1.7 trillion in 2016. On the other hand, we conclude that Arabic is not a single digital . . .

Piracy Rates for Localized Software

by Arle Lommel, May 24, 2016, 10 Pages View abstract

Software piracy – the illegal copying, distribution, or use of unlicensed applications – is a major global concern for IT-oriented enterprises. This brief considers the role of localization on piracy by determining per-language piracy rates . . .

Digital Opportunity: Fast-Rising Languages for 2016

by Benjamin B. Sargent, April 30, 2016, 3 Pages View abstract

Fast-rising languages signal competitive advantages available to savvy marketers with cash to spend on capturing new audiences. This companion brief to “Digital Opportunity: Top 100 Online Languages for 2016” examines the fastest-growing . . .

Digital Opportunity: Top 100 Online Languages for 2016

by Benjamin B. Sargent, April 01, 2016, 9 Pages View abstract

In 2016, more than 3.4 billion people will traverse the internet. How many of the world’s estimated 6,500-plus languages will it take to reach and engage them? This annual update of language benchmarks brings insight and ammunition to global market . . .

Finding Revenue in Under- and Over-Served Languages

by Benjamin B. Sargent, September 25, 2015, 8 Pages View abstract

For buyers and sellers of translation services, global market position is increasingly tied to an expanding number of human languages in the global digital marketplace. Comparing the opportunities of language with the competition for attention in those . . .

Benchmarking the Top 100 Online Languages for 2015

by Benjamin B. Sargent, Donald A. DePalma, April 30, 2015, 20 Pages View abstract

Among the three billion people traversing the internet in 2015, 100 languages account for almost all economically significant online activity. Fourteen of those represent 90% of the total economic opportunity of digital communication and commerce. Companies . . .

Making the Switch from Neutral to Regional Spanish

by Benjamin B. Sargent, April 30, 2015, 5 Pages View abstract

Spanish comes in many variants, deeply entrenched in the regional cultures of its diverse audiences. Few organizations can afford to support all versions. However, the proliferation of social media and mobile applications has forever changed user expectations . . .

The Rise and Fall of the Top Online Languages
Online Audience and GDP Benchmarks for 100 Languages in 2015

by Benjamin B. Sargent, Donald A. DePalma, April 30, 2015, 29 Pages View abstract

Companies with global ambitions must pay close attention to the shifting makeup of online audiences to ensure the maximum leverage of product development, marketing, and customer service budgets. This report shows which languages matter the most in terms . . .

The Top 30 Online Languages

by Benjamin B. Sargent, November 05, 2013, 7 Pages View abstract

Whether your international care agency communicates with a global donor base or your manufacturing company markets its wares to consumers in faraway lands, you will need to support a widening variety of languages in just the next couple of years. This . . .

The 116 Most Economically Active Languages Online

by Benjamin B. Sargent, October 31, 2013, 9 Pages View abstract

Market Opportunities for Underserved Languages

by Vijayalaxmi Hegde, August 31, 2013, 3 Pages View abstract

In Common Sense Advisory’s most recent web globalization study, we reviewed 2,409 global websites and identified 10 languages that companies were not exploiting to their full potential (see “Multilingual Websites,” Oct12). We call these . . .

ROI Lifts the Long Tail of Languages in 2012

by Benjamin B. Sargent, June 26, 2012, 7 Pages View abstract

Reaching 80% of the world’s online population in 2012 requires translating content into more languages than in years past. That’s the bad news. In this brief we reveal the good news that return on investment (ROI) escalates across the board . . .

Why Smart Companies Invest in Translation

by Rebecca Ray, Nataly Kelly, January 01, 2012, 3 Pages View abstract

Is translation optional? Not if you’re determined to succeed. And if you want your business to actually grow, you have even more reasons to mind your language(s). This brief explains why translation is mission-critical for the success of any company . . .

How to Craft a Multicultural Web Strategy
Best Practices for Ethnic Marketing Online

by Nataly Kelly, Benjamin B. Sargent, Donald A. DePalma, September 12, 2011, 48 Pages View abstract

One consequence of globalization is large populations of emigrants around the world. People leave their home countries to find work, improve their quality of life, or begin a new life. Some are quickly assimilated into the societies they enter, while . . .

Web Globalization: How Well Does Your Company Score?

by Benjamin B. Sargent, March 31, 2011, 1 Pages View abstract

Who’s the master of the web universe? We started our annual internet pilgrimage last fall in order to answer that question. Our team of multilingual testers on three continents logged their journey and took snapshots of the signposts, words, and . . .

The World’s 100 Best Global Websites in 2011

by Benjamin B. Sargent, Nataly Kelly, March 30, 2011, 5 Pages View abstract

Companies, brands, and non-profits seeking to communicate with a global audience – or those providing tools for internet users to communicate among themselves – must understand the unique requirements of geolingual visitors. To optimize the . . .

Top-Scoring Global Websites
Ranking the World’s 100 Best Global Internet Properties

by Benjamin B. Sargent, Nataly Kelly, March 30, 2011, 82 Pages View abstract

How many languages does it take to stay competitive online? A minimum of 16, if you want to be among the best – and that number keeps growing each year. This report includes a ranking of the world’s 100 best websites for global and multilingual . . .

Gaining Global Web Presence
Common Practices from 1000 Top Websites

by Benjamin B. Sargent, November 30, 2010, 30 Pages View abstract

Many companies do business internationally, but very few display the best practices for global website design. In this report, we present the findings of our study of more than 1000 global websites and based on over 40,000 datapoints. We cover how many . . .

World Online Wallet Shifts Toward Asia in 2010

by Benjamin B. Sargent, September 27, 2010, 7 Pages View abstract

This brief updates the raw data for total online population and e-GDP, by country and by language, and resets the benchmark metrics of Availability Quotient (AQ) and “world online wallet” (WOW) for the year 2010. AQ represents a country’s . . .

How Global Businesses Can Leverage Social Media in Asia

by Rebecca Ray, July 28, 2010, 4 Pages View abstract

Social media is one of the tools that businesses can use to remain engaged – or become engaged – with their end users in local markets. In this brief, we provide insight into how marketing managers at global firms can prepare to leverage social . . .

Five Must-Have Features for Global Websites

by Donald A. DePalma, June 22, 2010, 5 Pages View abstract

Our research takes us to enough websites that we can quickly separate properties that are clearly global in design and intent from the poseurs. In this brief, we outline three things that we expect to see whenever we visit a globalized site and another . . .

The Global Marketer’s Guide to Color Selection

by Nataly Kelly, Vijayalaxmi Hegde, June 22, 2010, 10 Pages View abstract

Colors can evoke strong emotions. The problem for global marketers is that the meaning of a given hue can vary drastically from one place to another. How can you make sure that the colors you use for your logo, product packaging, and other branding and . . .