Re: ONLINE-ADS>> Non-U.S. markets

Suzan Nolan (suzan_at_blueskyinc.com)
Sat, 12 Jul 1997 02:50:23 +0200

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Bonjour everybody!

On 9 Jul 1997 Walter.Soldierer_at_t-online.de (Walter Soldierer) wrote a
reply to a comment from bill_at_euromktg.com where Bill estimated that only
75-80% of web users world-wide are fluent in English.

After reading his rather large log file, Walter had this to say:
> Only 75-80 English%? That's interesting. We offer 13 different languages at
> our site and we recently checked a slice (1.000.000 visitors) of the custom
> logs that our programs generate. We found out that 81.23% of visitors to
>the site
>chose the English,
which leads Walter to think that 85%-90% of web users world-wide
*should* be able to read English pages.

The thing is, we all know there's a difference between what we *should*
do, and what we *do* do (and what we *would* do if we could get away
with it...)

So I'd like to give the group another set of facts about language
preferences on the Web.

(I'll admit that I'm sensitive to the issue of language because I live
in France where they think I *should* speak French, which I do fluently
to survive, but it's the New Yorker I keep by my bedside for my reading
pleasure.)

Those of you interested in reading (and clicking) pleasure might like to
know that a recent major research study of almost 38,000 European
Internet users (see http://www.blueskyinc.com/langues.htm for details)
found that English is cited as the first consultation language by only
55% of all European users. If users from the UK and Ireland are not
included in the language count, English as the first consultation
lanaguage is cited by only 32% of users followed by German at 22% and
French at 17%.

It seems that only a half to a third of the European Internet population
willingly chooses English-language sites as a *first choice* for
consultation...and maybe even for click-through. Quelle horreur!

Does that leave English-only web advertisers & publishers saying
"Shoulda, Woulda, Coulda..."?

Yes, if you believe the latest Hambrecht & Quist report about emerging
European markets at http://www.hamquist.com. If you are interested in
other international web statistics, you can find many on our site at
http://www.blueskyinc.com/factindx.htm.

A bientot, everybody,

Suzan Nolan

--

Suzan Nolan             tel:  +331.46.05.90.75
suzan_at_blueskyinc.com    fax:  +331.46.05.91.40
bluesky international marketing
Paris, France & Portland, Oregon
http://www.blueskyinc.com
Global - Local - Cross-Cultural
On and Off-line Marketing Communications


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