How to win International marketing Using APP LOCALIZATION

According to the United Nations, our global population currently stands at a little more than seven billion. Even though people perceive English as the most widely spoken language – only 1.5 billion speak English. This is only 20% of the Earth’s population.

This is where localization comes into the picture.

The Globalization and Localization Association (GALA) defines localization as, “The process of adapting a product or content to a specific locale or market.”

In simple terms, localization means attuning a product or service for a particular geography, culture or country. The goal is to connect with consumers on a deeper level, increasing their likelihood to buy.

Why does your global business require app localization?

According to Statista, the top 5 countries with the highest number of smartphone users in 2017 were:

  • China with 720 million smartphone users
  • India with 300 million smartphone users
  • The United States with 226 million smartphone users
  • Brazil with 79 million smartphone users
  • Russian Federation with 78 million smartphone users

Additionally, the most common languages used on the internet as of June 2017, according to Statista were:

  • English representing 25.3 percent of worldwide internet users
  • Chinese representing 19.8 percent of worldwide internet users
  • Spanish representing 8 percent of worldwide internet users
  • Arabic representing 4.8 percent of worldwide internet users
  • Portuguese representing 4.1 percent of worldwide internet users

A report by Google and KPMG India, published in April 2017 predicted that 9 out of 10 new internet users between 2016 to 2021 will use local languages.

India, for example, had 234 million Indian-language internet users in 2016 from which only 175 million were English users.

Facebook, one of the most popular apps in India is supported in 13 local languages. Google has been ramping its apps and services into numerous local languages.

These statistics imply that app developers will miss out on tapping the local audience if they fail to localize English language apps.

App localization means attuning elements of your app such as language, icons, currency, date and time, colors and pictures according to the cultural needs and behavior of the local audience.

Examples of successful app localization by global brands include:

  • Defender’s Quest experienced a rise in its sales figures by localizing their app in 6 languages including – German, English, Czech, Korean, Russian and Japanese.
  • When Evernote was launched in China in 2012, from its name YinxiangBiji to its features, privacy policies, marketing strategies, and API integrations, everything was localized according to the needs of its users in China. The result of this app localization being four million users in China in one year.
  • App localization enabled Candy Crush Saga to remain at the 21st position in the top grossing apps in the Taiwan market for more than 12 months.

This infographic by iScribblers shows the role of app localization in making your service or product appealing to the international audience.

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