You might notice the headline this week is a statement and not a request or suggestion. While usually here at Atomic Scribe we’re (kind of) gentle about our perception of the language services industry, this is a topic that we can 100 percent say without hesitation: you need to localize your app content to reach more people worldwide.
Because, simply, the app industry is worldwide, and it’s only going to grow in the coming years. While apps were previously most associated with gaming (which still commands a large part in the industry), with every passing day it seems to become so much more than that. Now apps provide a way to bank, shop, exercise, connect to coworkers and employees, talk to your doctor, video chat, get directions, find a place to eat, and on and on.
Given that 46 percent of app users report having paid for their apps, that’s big money, too. By 2017, it’s expected that over 268 billion downloads will generate $77 billion worth of revenue. —Entrepreneur, August 26, 2014
Users Prefer Native-Language Content
There are an estimated 400 million native English speakers worldwide, mostly in the United States and United Kingdom. Adding in secondary speakers, that number grows to a whopping 1.2 billion… but that still leaves out 6 billion people, or over 80 percent of the world’s population. That percentage could grow as the populations of India and French-speaking Africa increase more than any other region, as is predicted.
Those 800 million secondary speakers are also more likely to use an app or browse content in their first language if it’s available. According to a study conducted by Common Sense Advisory, 75 percent of participating consumers stated they prefer to buy products in their native language, and 60 percent claimed they rarely or never bought from English-only web sites. That is a huge amount of people one is missing out on by not translating content.
But here is the great news: it is incredibly easy to translate and localize your apps for new markets. Better yet, you don’t have to keep paying or pay per customer. You just pay for a translation once, and that’s it. As the revenue your app will generate by reaching millions of new people should make the initial investment worth it in no time, it’s a simple decision to make.