Website Language Churn: 2016–2017
by Arle Lommel, Benjamin B. Sargent
November 30, 2017
November 30, 2017

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In any given year, global enterprises add or drop languages from their sites in response to a variety of macro-economic, business climate, and internal factors. This report examines “churn” – the likelihood that the world’s most prominent websites added or dropped any of 171 languages that CSA Research tracked across 2,648 brand sites between 2016 and 2017.

This factor correlates with the stability of the economic opportunity offered by each language. High churn indicates volatile demand – that is, many enterprises dropped it in the last year. In contrast, low churn points to comparatively stable demand, reflecting a mature language market. We also include a “pick-up” rate, a measure of increasing demand. Global planners and content creators can use these two metrics to flag risks and opportunities as they decide whether to add new languages to their portfolio.

  • Technology Vendors
  • Global Leaders

Pages: 7

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