The Common Sense Advisory (CSA Research), an independent Market research firm, assessed 4 generations of people in 10 countries around the world to determine the online language behaviours and preferences of Millennials, and how they differ from those that preceded them.
The survey of 3000 consumers, completed in Brazil, China, Egypt, France, Germany, Indonesia, Japan, Russia, Spain, and Turkey, was conducted in the official language of each country, and investigated whether millennials behaved differently to older generations when they encounter non-native language products and websites.
Specifically, the research evaluated online language preferences and their subsequent impact on purchasing decisions. Factors such as, nationality, English-language proficiency, global brand recognition, and the ability to conduct transactions in local currencies were included in order to give a comprehensive analysis.
Chief Strategy Officer and lead report analyst (of CSA Research) Don DePalma states the findings of this study have great significance to global businesses. “A person’s age is one of the many variables that companies can factor into their marketing plans and customer experiences. This report gives them solid data that they can use to tailor their content strategy to the behaviors and preferences of different generations across a range of countries on four continents.”
Millennials
Millennials, the generation born between 1980 and 2000, capture the attention of marketers and economists around the world as they are next in line to become the most essential spenders on the market – understanding their online requirements, buying habits, budgets and language preferences will help businesses tailor their websites and products to suit this particular audience.
Knowing what this audience requires in terms of language preference (and acting upon the findings) is of vital importance to global brands as it increases brand faith and future sales potential.
Language Preference Research Findings
With 55% of millennials having purchased something promoted on social media and 54% of purchases being made online, understanding millennials’ spending habits and purchasing behaviours is vital for online global brands.
The CSA research found:
• Millennials have a “higher tolerance for non-native language products and websites”
• 74% agree or strongly agree that they want post-sales information in their native language
• The majority of 18-to-35-year-olds follows the lead of the entire survey sample and favour content in their own language
• They prefer their local language when it comes to researching and buying goods or services online
• Most respondents prefer some translated content rather than none
• Millennials from Japan are the most likely to appreciate the benefits of having mixed languages on sites (77% agree or strongly agree) as opposed to having no information available in their native language
• Most respondents prefer some localised content above none
The findings of this research are indispensable in highlighting the value of translation and localisation for firms looking to increase sales of goods or services to global customers.
It shows that language services, localisation in particular, improve customer experience and increase engagement, especially useful for cultivating a positive brand dialogue on social media platforms.
At Creative Word, our professional language services help firms achieve the global presence they deserve.
To find out how we can assist you, contact our team of experts now.
Recent Comments