CSA Research

Can’t Read, Won’t Buy – B2C 30 Jun 2020

Report details
55 Figures
5 Tables

Introduction
People Expect a Compelling Local-Language CX
- Content: A Tool in the Quest for Consideration and Commitment
- Localization: Optimizing CX for International Markets
- Summary of Findings from Our 29-Nation Survey
- 8,709 Consumers from 29 Countries
- Respondents Claim Solid Proficiency in Reading English
- Findings Apply Beyond English to Any Non-Native Language
The Global Appeal of English
- English Is the Most Widely Available Language Online
- Respondents Use the Web or Apps Frequently
- Most People Buy Online or on Apps in Their Own Language
Language Preferences Versus Local Behaviors
- Respondents Split on Time Spent on Sites in Their Language
- Why English-Language Sites Require More Time
- Availability, Price, and CX Drive English-Language Purchases
- What Global Customers Are Likely to Buy from Sites in English
- Problems Encountered at Localized Websites and Apps
- Why People Leave Their Shopping Carts Behind
Language and Global Customer Experience
- Most Purchases Begin with an Online Search
- Most Respondents Say They Will Buy in Non-Native Languages
- Most Consumers Feel Comfortable Buying in Other Languages
- For Similar Products, Consumers Buy in Their Language
- Documentation in the Local Language Wins Over Buyers
- Price Influences Many International Buyers More than Language
- A Globally Recognized Brand Beats Local Products
- Language Becomes Indispensable After the Sale
- Where Respondents Find Customer Care or Technical Support
- Local Content’s Value Increases over the Customer Journey
Alternatives to Full Localization
- Buyers Split on Preference for Lower-Quality Translation
- The Majority of Respondents Use Machine Translation
- Survey-Takers Are Satisfied with Free MT Output
- Mixing Languages Does Not Derail Global CX
- Having Translated Product Reviews Is Enough for Many
Recommendations
- Analyze Language Needs and Expectations
- Enter Markets with English or Bad Translations? Be Careful

Can’t Read, Won’t Buy – B2C

Analyzing Consumer Language Preferences and Behaviors in 29 Countries

30 Jun 2020

by Donald A. DePalma, Paul Daniel O'Mara

Marketers strive to create the ultimate customer experience (CX), but few spare more than a moment’s thought for how their home-market customer journey will work in other languages or countries. Many businesses miss the vital importance of engaging their global audience with content that resonates with them – not just with simple translation, but with a full language experience that conveys their brand, reputation, and trustworthiness. CSA Research surveyed 8,709 consumers in 29 countries in their native languages to analyze their preferences for a customer experience in their mother tongue versus a foreign language such as English. This report provides hard data to make the ROI case for delivering localized content throughout the customer journey.

Can't Read, Won't Buy - B2C is based on an in-depth survey conducted from November 2019 to January 2020. It is our third such survey since 2006 and is a companion report to Can't Read, Won't Buy - B2B. The “Guide to Can’t Read, Won’t Buy™ Research” describes in detail the methodology and survey demographics for this and related reports.

Related Research

Page Count: 103

Table of Contents

Introduction
People Expect a Compelling Local-Language CX
- Content: A Tool in the Quest for Consideration and Commitment
- Localization: Optimizing CX for International Markets
- Summary of Findings from Our 29-Nation Survey
- 8,709 Consumers from 29 Countries
- Respondents Claim Solid Proficiency in Reading English
- Findings Apply Beyond English to Any Non-Native Language
The Global Appeal of English
- English Is the Most Widely Available Language Online
- Respondents Use the Web or Apps Frequently
- Most People Buy Online or on Apps in Their Own Language
Language Preferences Versus Local Behaviors
- Respondents Split on Time Spent on Sites in Their Language
- Why English-Language Sites Require More Time
- Availability, Price, and CX Drive English-Language Purchases
- What Global Customers Are Likely to Buy from Sites in English
- Problems Encountered at Localized Websites and Apps
- Why People Leave Their Shopping Carts Behind
Language and Global Customer Experience
- Most Purchases Begin with an Online Search
- Most Respondents Say They Will Buy in Non-Native Languages
- Most Consumers Feel Comfortable Buying in Other Languages
- For Similar Products, Consumers Buy in Their Language
- Documentation in the Local Language Wins Over Buyers
- Price Influences Many International Buyers More than Language
- A Globally Recognized Brand Beats Local Products
- Language Becomes Indispensable After the Sale
- Where Respondents Find Customer Care or Technical Support
- Local Content’s Value Increases over the Customer Journey
Alternatives to Full Localization
- Buyers Split on Preference for Lower-Quality Translation
- The Majority of Respondents Use Machine Translation
- Survey-Takers Are Satisfied with Free MT Output
- Mixing Languages Does Not Derail Global CX
- Having Translated Product Reviews Is Enough for Many
Recommendations
- Analyze Language Needs and Expectations
- Enter Markets with English or Bad Translations? Be Careful