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My Top 5 facts to promote Localization

My Top 5 facts to promote Localization

Yesterday it was a hectic day, one of those busy days with meetings, presentations, proposals … busy, but happy and productive day!

In one of the presentations, although it was not the main topic of the agenda, the topic and the question about the importance of localization emerged during the round of Q&A … oh-oh! Twist in the conversation! 

 This sounded to me like a déjà-vu, a failure in the Matrix!!!! … to be honest at this point in my career I lost track of how many times I explained during my life the importance of Localization … but at the same time I was answering and give some data and facts ….I thought, “hey wait, I think this might be the topic of my next post in my blog” so here I am! in the next paragraphs, I will share with you the different statistics that it might help to convince our stakeholders that localization is: just as important (if not more! :) as other aspects of the business.

Facts and statistics to explain why a company should localize its products and services there are many: CSA, GALA, Multilingual, Localization Institute, App Annie to name just a few are excellent resources to visit to get statistics about Localization.

However, this is not a competition to impress our stakeholders with an arsenal of figures, KPI, percentages, and data to show how important localization is for any global business (which it is!)

In my opinion, it’s better to focus just on a handful of data that it can help to persuade the decision makers in our companies!

Based on my experience this is my top 5 of powerful statistics to influence non-Localization people to open their eyes/mind and embrace this sexy industry :)

 

1.   The world is a big cake. Do you want to eat only one-third of the cake?

Picture1.png

 

I do usually start my evangelization Localization pitch showing above graphic. This works especially well when I talk to English native speakers; Producers and game designers are my favorite victims :) to engage. It’s not a question that they don’t realize that there are different languages in the world … they do understand and agree with that statement; the strategy here is that they realize that designing a web or app or any software just in English is limiting only to 33% of the world population.

After sharing these shocking stats two things might happen: 

a) they understand the importance of involving localization teams in the development process

b) they might suggest that the users can use the web/app/program in English.

In that case, I usually explain that users want to browse or buy products in their native language.

To make my argument even stronger I tend to share the mythical CSA report can’t read can’t buy. This research is always accessible on my computer; Ready to share with as many people as needed!

2.   Can’t read/Can’t buy

According to the research firm Common Sense Advisory, 90% online users choose a native language when available, 78% are more likely to buy from a site in their own language and 60% of online shoppers in Japan and France won’t buy from a site that isn’t in their native language. Those are powerful figures, but, just in case the example of Japan and France might be considered an argument not solid enough, then I share the whole statistics … which are:

87% of consumers who can’t read English don’t buy products or services at English websites
— CSA

 

3.   Half of the countries in iOS Top 10 not English speaking

When it comes to discussing the Localization needs in the mobile industry I’m so happy App Annie exists!

There are so many interesting metrics in their web page that I feel like Homer when he sees a donuts shop … I’m not even sure which one I should pick first! But one of the most powerful stats that I have seen in App Annie it’s this one

50% of the countries within Top 10 for downloads and revenue in iOS AppStore are not English speaking countries from EU and East Asia
— App Annie

4.  80% revenue in Android from non-English Market 

If that’s not enough to impress my interlocutor :) then I tend to mention that in GooglePlay this percentage rises even more! If iOS represents a revenue of 50% in Google Play the revenues jumps into a very impressive 80% (this is driven by the strong penetration of Android devices in East Asia)

5. The power of mobile Ads!  

And last but not least! …. The power of mobile advertising! Mobile ads is getting a lot of traction and I do think this area will grow a lot in the next years And here the stats coming from Appia are quite promising for those of us involved in the localization industry. 

86% of the localized campaigns outperformed the English campaigns in both click-troughs and conversions
— Appia

There are many more stats that we can share with our stakeholders to speak up about the benefits of localizing our products … but as I said earlier, more than bombarding with numbers, facts and statistics I found more efficient to share these 5 keys metrics that I mentioned above. During my career, I’ve been asked this question many many times

“Why should a company localize its products and services?

For me, the answer is clear and pretty straight forward

“Because your company will increase revenue if you build a localization strategy around your products”

 Source: Xploree.com

Source: Xploree.com

 

Which of these 5 stats surprised you more? Feel free to reach out and share your thoughts and other statistics that it helped you in your globalization localization evangelization journey :)

Meanwhile, have a fantastic weekend!

@yolocalizo

 

Globalization, the alter ego of Localization.

Globalization, the alter ego of Localization.

MV ... what? the Mimimum viable concept applied to Localization!

MV ... what? the Mimimum viable concept applied to Localization!