Common Sense Avisory: Globalization Has Gone Mainstream

New research from Common Sense Advisory, an independent Massachusetts-based market research company, suggests that if your brand is to achieve global online attention, your website must “speak” more languages than just the top few (Mandarin, Spanish, English, Hindi-Urdu, Arabic, Bengali, Portuguese, and Russian – in order of native speakers worldwide). In October 2010, CSA researchers visited 1,000 websites culled from lists of the biggest companies, the top brands, and the most trafficked web properties. They found that most of these sites target visitors in more than one county. More than half appear in multiple languages. Global companies with monolingual websites are a dying breed.

CSA’s conclusion: “Globalization has gone mainstream”. Their calculation for the number of languages needed for a truly globalized website is as follows: “In 2010, no one country or language accounted for more than 25% of the total online population (TOP). To effectively communicate with 80% of potential website visitors would require no fewer than 11 languages.”

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Read the full report abstract “Ranking the World’s 100 Best Global Internet Properties” here.

How many languages does your company website provide?