A recent survey carried out by US-based independent research firm Common Sense Advisory shows that it pays to invest in multilingual communications. According to the results, the majority of consumers are more likely to buy a product if information about it is available in their own language:

  • 72.1% of consumers spend most or all of their time online browsing websites in their own language.
  • 56.2% of consumers said that being able to obtain information in their own language is more important than price.
  • Nine out of ten Internet users said that, given a choice of languages, they always visit a website in their own language.
  • Nearly one in five Europeans (19%) said they never browse websites in languages other than their own.
  • 42% said they never purchase products and services in other languages.

For further information, read the article published in Harvard Business Review: ‘Speak to Global Customers in Their Own Language’.

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