Market research reveals importance of localisation for consumers

Wordbank Limited, a London-based localization company, has conducted a market study on the consumer's purchasing behaviour. Of over 1,250 consumer speaking 39 languages over 80 percent responded they expect global companies to sell to them in their own language. Seven out of ten will not buy a product if they cannot understand the packaging.

In the survey consumers were asked about the importance that they place on product communication in their mother tongue. Product communication ranges from advertising to packaging, user manuals, websites and helpdesks.

Further results of the Wordbank Study include most consumers wish to be addressed in their native language. This includes 98% of consumers without English knowledge but also three quarters of those speaking English as a second or foreign language.

The same trend was found when they were offered two similar products: A clear majority prefers to purchase the one that is supported by product information in their own language.

Consumers, too, place importance on the quality of translations, the study found out. Six out of ten are reluctant to purchase a product if the information has been badly translated into their own language, as is mostly the case in machine translated documents.

Close to three quarter respondents are more likely to purchase the same brand again if the after-sales care is provided in their mother tongue. According to the Wordbank study, top products and services that consumers wish to have communicated in their own language include banking and financial services, pharmaceutical, and consumer electronics, business equipment, home entertainment, and computer hardware and software.

Of the 39 languages covered in the survey, product communication in their own language is most important to Portuguese speakers, followed by Spanish and German speakers.

Age is a factor, too: Older consumers place a higher importance on localised information than the young.

An abridged version of the Wordbank study entitled "Are you talkin' to me? An International Market Study into the Impact of Language on a Consumer's Purchasing Behaviour", may be requested by email from surveys@wordbank.com

No information about methodology of the study is provided. The results, however, clearly indicate the importance of translation and localisation services. This not only holds true for international markets greatly influenced by globalisation but also to national markets of industrialised countries that show increasingly multi-cultural - and polyglot - demographics.

Next time you are dealing with clients not willing to pay adequately for quality services, remember these findings.

Sources: WordBank Ltd