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

Robert Schrimpff (robert_at_netxtra.co.uk)
Wed, 16 Jul 1997 09:08:27 +0100

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I agree with Mark Dolley, furthermore:

The highest take up of the internet is in .uk,.de,.se of these three
countries .uk is English first language, the others have educational
systems which place great importance on language teaching, are very good
at doing it and chose English as the first foreign language.

A rough guesstimate is that the European market amounts to about
500,000,000 people. Of these mayb 70 - 80,000,000 tops are first
language English speakers, 16% tops.

Almost no-one would chose to search in general in a foreign language, I
do only when I am looking for something specific to a country or region
that uses that language. They do so because right now web content is
predominantly in English and they will not find what they want in their
own language. This will probably be particularly true of academics and
computer people, who are at present over-represented on the web.

So say, 16% of the potential Euro market is first language English.

The others (at present) may have little choice but to surf in English.
BUT WHAT ABOUT WHEN THEY WANT TO BUY SOMETHING.

I really cannot believe that even amongst .de, .se users there will be
any enthusiasm for entering into contracts in a foreign language. Their
English is simply not THAT good anyway.

They are great at chatting in bars, socialising, even write pretty good
general business letters (if they have done the adult education courses)
- but present them with legal documents, contracts, small print,
warranties and they will not be able to cope.

Why would they want to buy goods in a foreign language anyway, when they
don't have to. Most products are not unique and will be available in
their mother tongue, somewhere.

If we are, as I think we are, talking about marketing and promoting
products and services, then as always it is about meeting customers
needs. Anyone who cannot see that this must include presenting the
product in the customer's own language deserves to fail in global
marketing.

--
Best Regards,

        Robert Schrimpff

        netXtra Ltd.
        http://www.netxtra.co.uk
        mailto:robert_at_netxtra.co.uk


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