Our global research
We wanted to find out what consumers around the world thought about language and localization when they go online.
Our global survey of 6,500 respondents, across 13 countries, found there is a huge opportunity for brands looking to engage and build trust with global audiences and grow new markets.
Our key themes
All inclusive
Linguistic inclusion is key to global inclusion. Inclusive brands are removing barriers for everyone by making sure their content is globally accessible in local languages.
Cultural connections
Culture transcends language - which means language is only the first barrier to communication. To build deep connections and consumer engagement, cultural insights are critical to success.
Here. Me. Now.
As technology advances and real-time translation of content becomes more widespread, customers expect to see it used for their benefit - to help them understand more easily.
From text to context
As life becomes ever more digital and immersive, the future of communications will be all about context, and will move beyond language, deeper into the audio-visual space.
Beyond CX
Customer experience has moved beyond channels and devices. It’s now about location, language and deep cultural understanding.
Distrust is the new norm
As a digital presence substitutes a physical one, and automation outpaces the human touch, global brands must work smarter to gain and maintain people’s trust.
Survey highlights
of B2B buyers believe that B2B brands lag B2C in online localization
say it's important to be able to deal with companies in their own language
say it's important for global brands to show cultural insight
are proud of their national identity, history and culture
won't buy from major consumer categories in the absence of local language support
own or use one or more components of the metaverse
