Язык расширяет возможности общения людей и значительно влияет на нашу повседневную жизнь — как в реальном, так и в виртуальном мире. На международном рынке клиенты намного больше доверяют веб-сайтам с текстом на их предпочтительном языке и, соответственно, именно на таких сайтах совершают больше покупок.
Yet many major companies are just now beginning to appreciate the vital role language and website translation play for online global customers. Not only does it govern our online conversations and behavior, but it also limits what information we access.
Клиенты намного больше доверяют сайтам с текстом на их предпочтительном языке и, соответственно, именно на таких сайтах совершают больше покупок.
Twenty years ago, researchers determined that about 80% of the Internet’s content was published in English—not surprising, given that the Internet was initially developed in the U.S. and UK, and was rapidly adopted in those countries.
Сегодня, если компания планирует эффективно работать с зарубежными клиентами, ей недостаточно иметь веб-сайт только на английском языке. С середины 90-х годов Интернет и весь мир кардинально изменились. Чтобы сохранять конкурентоспособность, компаниям жизненно необходимо поддерживать высокий темп развития.
The Evolution of Internet Communication
January 1, 1983 is considered the official birthday of the internet. Since then, a lot has changed. The Internet's expansion into a global communication landscape was expeditious. In 1993, after 10 years of existence, it only communicated 1% of the information flowing through two-way telecommunications networks. That shot up to 51% by 2000, and more than 97% by 2007.
Here are some of the ways the internet was able to expand into a global communication tool:
- Increased availability: As internet infrastructure has improved around the world, more people have gained access to the internet. This has led to an increase in the number of internet users globally.
- Growth of social media: Social media platforms such as Facebook, Twitter, and Instagram, and LinkedIn have become increasingly popular globally, providing people with new ways to connect and share information.
- Localization of content: The internet has become more global as websites and services have made efforts to localize content for different regions and languages. Website translation and localization have made it easier for people around the world to access information and communicate online.
- Expansion of e-commerce: The growth of e-commerce has made it easier for people to buy and sell goods and services across borders. This has created new opportunities for businesses and consumers around the world.
Though everyone around the world started to use the internet to interact, buy and sell goods, and develop professionally, the issue of language and communication barriers became evident. But if the whole internet were to choose one language, what would it be?
What Does “Lingua Franca” Mean?
By definition, a lingua franca is a language used to communicate between groups of people who all speak different languages. It is considered the most efficient way to get information across to multilingual audiences. In the case of the internet, it would be the "most common" language utilized by web creators and businesses.
Has the Language of the Internet Changed?
За последние десять лет доступ к Интернету получило огромное количество людей, что значительно повлияло на онлайн-контент. The number of Internet users worldwide is around 5 billion, up nearly ~126.24% from the 2.21 billion users reported in 2015. Основной рост числа пользователей приходится на развивающиеся рынки, где английский является либо вторым, либо третьим языком или вовсе не используется.
Between the mid-90s and mid-2000s, English-language content dropped from 80% to about 45% of total online content, with some experts placing it at less than 40%. This trend was fueled by the global adoption of mobile and smartphone technology, and the emergence of social media. Chinese became the second-most common language used online, increasing by a staggering 2,227% since 2000.
Currently, English still holds the first place slot with 58.8% of Internet use. Russian is in second at 5.3%. Spanish represents a close third, with French trailing right behind in fourth.
China and India currently lead the world in Internet and social media usage. By 2023, nearly half of China's population will be using social networks. В Китае английский язык не является основным, а в Индии примерно 90 % жителей вообще не говорят на английском.
Studies suggest that about half of all Twitter posts are written in languages other than English—with Japanese, Spanish, Portuguese and Indonesian consumers being most active.
[insert YouTube video: https://youtu.be/bVeAN8h40Q4]
How Does Language Impact Business?
Такой постоянно меняющийся языковой ландшафт оказывает огромное влияние на мировой онлайн-бизнес. По данным опроса, проведенного в 2006 году агентством Common Sense Advisory, 73 % респондентов признались, что с большей вероятностью совершают покупки на сайтах на их родном языке. Eight years later, the group conducted a larger-scale study. Потребительский спрос вырос до 75 %.
Опрос 2014 года показал, что примерно 60 % респондентов либо "проводят больше времени на сайтах с контентом на их родном языке, чем на английском, либо совершенно отказываются посещать страницы с URL-адресами на английском". Кроме того, потребители во всем мире выразили желание платить больше за те товары, описание которых представлено на их предпочтительном языке.
By translating and localizing your business’ website to accommodate certain markets, you open yourself up to some great benefits:
- Reach a larger audience: By translating their websites into multiple languages, companies can reach a larger audience around the world. This can help them tap into new markets and increase their customer base.
- Improve customer experience: Nearly 20% of respondents in a European survey said they never visit websites that aren't available in their language. Translating a website can help provide a better customer experience, which can lead to increased sales and customer loyalty.
- Enhance brand perception: A company that takes the time to translate its website into multiple languages shows that it values its customers and is committed to serving a global audience. This can enhance the company's brand perception and reputation.
- Gain a competitive advantage: E-commerce companies that translate their websites can gain a competitive advantage over those that don't. By offering a more inclusive and accessible shopping experience, they can attract customers who may not be able to shop on other sites.
- Increase revenue: Over 40% of those surveyed in a European study said they never purchase products and services in other languages. Website translation can help minimize bounce rates, improve customer experience, and gain a competitive advantage in the global marketplace.
So, is English the Universal Language?
The takeaway is clear: English hasn’t been the lingua franca of the Internet for many years—and as Internet adoption continues to grow worldwide, content in languages other than English will become increasingly vital for business.
Чтобы сохранять конкурентоспособность на международном рынке, вне зависимости от отрасли, компаниям необходимо создавать веб-сайты, адаптированные под конкретный рынок, переведенные на нужный язык и доступные для местных потребителей на предпочтительных для них устройствах. Website translation is becoming a must for businesses who want to grow and remain relevant. Использование всех перечисленных приемов крайне важно для достижения успеха на глобальном рынке.
Last updated on April 04, 2023