Press Release

Survey reveals Consumers' high expectations of being communicated with in their own language by global companies

19 August 2005:

According to the findings of a new market study undertaken by Wordbank into the impact of language on the consumer’s purchasing behaviour, more than eight out of ten consumers expect global companies to sell to them in their own language and seven out of ten will not buy a product if they cannot understand the packaging.

Over 1,250 consumers speaking 39 languages were asked about the importance that they place on product communication such as advertising, packaging, user manuals, websites and helpdesks being in their own language. They were also asked about their levels of agreement with a number of statements relating to their decision-making process when purchasing goods and services.

Other key findings of the study, entitled “Are you talkin’ to me”, include:

98% of those with no knowledge of English want to be communicated with in their own language as do three quarters of those who speak fluent English as a foreign language.
When faced with a choice of buying two similar products, 73% of consumers are more likely to purchase the one that is supported by product information in their own language.
Consumers are negatively influenced by poor translation – 61% are reluctant to purchase a product if the information has been badly translated into their own language.
More than seven out of ten (71%) respondents are more likely to purchase the same brand again if the after-sales care is in their mother tongue.
The top three products and services that consumers need to be communicated with in their own language are: banking and financial services (86%), pharmaceutical and beauty products (78%), and consumer electronics (73%).
These are closely followed by business equipment (71%), home entertainment (71%), and computer hardware and software (71%).
Of the 39 languages covered in the survey, product communication in their own language is most important to Portuguese speakers. They are closely followed by Spanish and German speakers.
The older the respondent, the more they want to be communicated with in their own language.

Commenting on the findings of the study, Gordon Husbands, Wordbank VP Sales & Marketing Worldwide, said, “The purpose of our study was to provide a robust and quantifiable response to the question that we are increasingly being asked by our clients: “Why do we need to pay for localization when most of the developed world has some understanding of English?” While we were not surprised by the unequivocal consumer response that they place great importance on being communicated with in their mother tongue, the findings also provide ammunition for any global marketing professional struggling to acquire budget for localization to support campaigns.”

For a copy of an abridged version of the Wordbank study: “Are you talkin’ to me? An International Market Study into the Impact of Language on a Consumer’s Purchasing Behaviour”, email surveys@wordbank.com or register on the Wordbank website: www.wordbank.com