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THE GREAT CONTENT MISMATCH ON THE WEB
Maria Zafeiridou 19th January 2015
Здравствуйте
Bonjour
Hello Γεια σας Hola
Ciao Hallo
您好
مرحبا
გამარჯობა สวัสดี
こんにちは
Olá হ"াে
THE MISMATCH
Sources: Internet World Stats (www.internetworldstats.com), Wikipedia, (en.wikipedia.org)
That is 12% of the total online populaYon
NaYve English speakers -‐ populaYon density
of the world populaYon are naYve English speakers 5%
55.6%
5.9% 5.8% 5.0% 4.7% 4.0% 2.8%
0%
10%
20%
30%
40%
50%
60%
English German Russian Japanese Spanish, CasYlian
French Chinese
Over 55% of content on the web is in English
Content languages used on websites
Source: W3Techs, January 2015
N. America 10.2%
Asia 45.7%
Oceania/ Australia 0.9%
Africa 9.8% Lat. America /
Carib. 10.5%
Mid. East 3.7%
Europe 19.2%
Sources: Gapminder (www. gapminder.org) and Internet World Stats (www.internetworldstats.com)
Total Internet users by world regions, Q2 2014
WHY IS IT A PROBLEM?
Source: Harvard Business Review, www.hbr.org
Why is it a problem?
of consumers are willing to pay more if they can obtain informaYon in their own languages
72 % of consumers are more likely to buy a product with informaYon in their own language
internet users prefer surfing the web in their own language 9 out of 10
56 %
Consequences
• Difficulty building trust • Lost conversions • Risk of putng all markeYng investment in one language
• Failing to meet emerging powers’ growing demand
ADDRESSING THE ISSUE
Addressing the language barrier
• LOCALISE, don’t just translate • Do it professionally • Check and re-‐check your translaYons
Source: Webcertain, blog.webcertain.com
Addressing the language barrier (cont-‐d)
Source: Mashable, www.mashable.com
• MulYlingual SEO
• AnYcipate with a global-‐friendly website
Conclusion
• Ending content mismatch is not just good for business
• It can also help keep world’s languages alive
Thank you!
Maria Zafeiridou maria.zafeiridou@web-‐behaviour.com
Merci Grazie Tack
Cпасибо
ありがとう
Obrigado
Danke
დიდი მადლობა คุณ ขอบคุณ
ευχαριστώ
谢谢
شكرا
Gracias