While localization is an increasingly trendy buzzword that sometimes gets substituted for translation, thriving businesses and organizations know translation and localization meaning are not the same. Along with adapting content for local language, culture, preferences and behavior, we must also consider how top consumer trends are impacting localization, via the technology we all use daily.
As Common Sense Advisory reports, it seems evident that 75% of consumers agree or strongly agree that when choosing between two comparable products or services, we are more likely to pick the one that has had localization, with information in our own language.
However, beyond these minimum requirements, like local language websites, labeling, and e-commerce currency conversion, what everyday technology is driving today’s localization trends?
Think Customer Contact
With North American and European organizations looking beyond their own mature markets to extend brand reach, e-commerce sales and overall revenue, smart use of adaptable CRM technology for localization and customer engagement is paying off.
Nike Europe now offers online chat in multiple languages depending on location, an option currently available at less than 20% of major global retailers. This capability has already impacted regional retail market share. Moreover, the range of languages Nike’s popular Run Club and FuelBand apps are available in continues to grow, with a particular focus on tech-driven consumers in Asian countries like China and Taiwan.
Find a Localized App for That
With over 5 million apps now available for download in the world’s two biggest app stores alone, not to mention rising major players like Amazon and China’s Baidu, app developers worldwide are also looking to take advantage of localization services and consumer trends in localization to boost profits and differentiate their products.
Equally important, over 90% of mobile activity now occurs within apps instead of traditional web browsers. Moreover, worldwide mobile app revenues are projected to rise from $51 billion in 2016 to $101 billion in 2020, with emerging economic markets and localization targets, like India, Indonesia and Brazil, seeing the most dramatic growth.
App localization has many of its own specific challenges too, particularly for translators. The most basic example, during app development, the “strings” space for content is frequently based on English, a quite short language when compared to, say, Hungarian or German.
Watch Video Translation
According to Cisco, video accounted for almost 70% of all consumer internet traffic in 2017. On YouTube alone, 300 hours of video are uploaded every single minute. Moreover, 4.95 billion YouTube videos are viewed every day, by over 1.3 billion active users.
With the ongoing explosion of video and streaming content, video localization services, businesses and experts with the skills and business models to both translate and localize filmed material to be just as attractive and compelling as the original stand to make a real impact.
Clearly, translation and localization business will find diverse opportunities for work, learning, market share and specialization in the rapid global adoption of CRM software, mobile apps and all types of video content.
Most of all, these three top consumer trends in localization remind us of two essential localization trend basics.
LOCALIZATION TIP: Whenever possible, plan ahead for the localization process. Moreover, whatever you are working on, try to leave more space. What you say will be longer in many other languages. This applies to both written and spoken words for localization. Even if the styles are the same length, measurements have shown that people’s reading and comprehension speeds vary. That is why major broadcasters and large global subtitling firms have defined standard characters-per-second values for different countries.