Point of View On Language Localization

The English language is suited for marketing and advertising campaigns for a large variety of products from many countries as English is very popular and is assumed to be widely known and spoken all over the world. The use of the English language is not associated with the country in which English is spoken as a native language such as countries like the United States/Australia/UK.

1. Value of marketing in US English in the United States/UK/Australia

POV on the value of US English localization in United States/UK/Australia

  • According to the State of Consumer Engagement 2019 study report, consumers in the United States prefer to watch advertisements in English and Spanish as the audience is exposed to content and advertising on both English and Spanish language networks.
  • About 79% of Hispanics in the United States consume at least some of their media like TV, radio, internet, and social media, in Spanish.
  • The State of Consumer Engagement 2019 survey also reported that 47% of Asians use media in an Asian language.
  • About 49% of consumers in the United States find ads with people from different cultures, races, and genders very appealing.
  • To engage with Hispanic consumers in both Spanish and English media environments, companies like Verizon, McDonald’s, Telemundo, among others, are doing experiments by running Spanish language ads on English TV, English ads on Spanish TV, or bilingual ads in either one.
  • In England and Wales, Polish is the second most widely spoken language after English, and over 50% of people speak Polish.
  • The British Council’s report suggests that English is the most prevalent language used on the Internet (26%), followed by Chinese/Mandarin (20%).

Importance of language localization for marketing/advertising in the United States/UK/Australia

  • The impact of showing diversity in advertising on purchase decisions is over 19% among U.S. adults 18+ for ads with both Spanish and English on English-language TV.
  • For Latinos in the U.S. who are constantly navigating two languages, two cultures, and two different worldviews at once, the use of smart bilingual advertising creative has the potential to capture the cultural as well as linguistic code-switching.
  • Companies in the UK have cited French, German, and Spanish as the top three languages useful for businesses.

2. Value of marketing in US English in non-English countries like Saudi Arabia/South Korea/Italy, or others

POV on the value of US English localization in Saudi Arabia/ Non-English countries

  • Research studies in countries like Germany, Netherlands, France, Spain, among others have shown that advertisements that make use of foreign languages are very common in countries all over the world.
  • A study by Ahn, Ferle, and Lee in 2017 suggested that country of origin (COO) did not play a role in transliterated Korean–English advertisements, who compared Korean–English, English–Korean advertisements.
  • Modern Standard Arabic is the language used online in the Kingdom of Saudi Arabia and is used in the media, publications, government official papers, and localized Arabic products.
  • According to the European Commission report, when given a choice, 9 out of every 10 internet users prefer visiting websites in their local languages, suggesting the importance of Arabic content, or a combination of Arabic and the English language.
  • According to the Internet World Stats report, about 45% of internet users in the Middle East view internet content in Arabic, whereas 48% of them use it in English.
  • Research studies also suggest that about 88% of online shoppers prefer to buy products using their own language, which increases the need to provide websites in the native Arabic language in the MENA region.

Importance of language localization for marketing/advertising in non-English speaking countries

  • According to the Common Sense Advisory report, bilingual content opens up opportunities for cross-border business in the Middle-East.
  • In UAE, about 80% of the population consists of expatriates, and among them, 50% don’t speak Arabic, and 48% of the internet users view content in English.
  • According to research by Red Blue Blur Ideas on the use of the Arabic language in digital marketing, most people are using search engines to find what they are looking for in the Arabic language in the Middle East and North Africa (MENA) region.
  • Some brands in India like PepsiCo, Coca-Cola are labeling and advertising their products in regional languages to attract Indian consumers as regional language content consumption is witnessing rapid growth.
Glenn is the Lead Operations Research Analyst at The Digital Momentum with experience in research, statistical data analysis and interview techniques. A holder of degree in Economics. A true specialist in quantitative and qualitative research.

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