Exports: English-only won’t do

Even though English is the number-1 language used on the Web, a recent study (Common Sense Advisory, 2014) indicates that consumers are more likely to buy products from a company whose website is available in their native tongue. They are also more likely to place a second order if they were served in their own language first time around. Another study (IDG Connect, 2014) highlights the importance of multilingual communication among 18 to 36-year-olds. The results of these studies won’t raise too many eyebrows: the consumer wants to be sure that he or she has fully understood every aspect and appreciates being addressed in his or her mother tongue. This inspires confidence and imparts the vendor with a certain gravitas. What’s more, the vendor will more easily sway consumers to make a purchase with a message that is written in their own language.

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