The 2010 Web Globalization Report Card

The Best Global Web Sites (and why)

Learn from the best global web sites

Web globalization often leaves people with more questions than answers, such as:

  • What traits are common to the best global sites?
  • What are the most popular languages across all sites?
  • What sites offer the best global gateways?
  • What companies offer local-language blogs and Twitter feeds?

This report, published annually since 2002, answers these questions and many more. You’ll learn exactly which companies are improving at web globalization — and why. Through detailed website profiles, loaded with screen shots, you'll learn which practices to emulate and which to ignore. An entire section is devoted to the top 20 best practices and top 10 emerging trends in web globalization.

Insights based on a decade of web globalization research

Founded in 2000, Byte Level Research was the first firm dedicated exclusively to the art and science of web globalization. We have consulted with hundreds of multinationals and have learned what works and what doesn't work and, just as important, where their websites are headed. This expertise is carried over into the methodology of the Report Card, the first report dedicated to best practices in web globalization.

We conduct a hands-on analysis of the world's leading websites, analyzing how web designs are shared across countries and mobile platforms, noting languages used on every website, studying local content, social media, and navigation. This information, along with nearly a decade of historical data, will help you benchmark your company against competitive and “best of breed” sites such as Google, Facebook, Amazon, and Hotels.com. A combination of quantitative data and practical, hands-on advice make this report an invaluable resource for any company doing business across borders.

The 2015 Report Card is now available

The 2010 Web Globalization Report Card
Pages: 197
Exhibits & Visuals: 125
Format: PDF
License: Enterprise

Contact us if you would like to purchase this report or the entire Web Globalization Report Card library.

Table of Contents

Part I: The 225 Web Sites and How They Were Scored


Part II: The Best Global Web Sites


Part III: Key Findings and Trends


Part IV: Industry Profiles and Company Insights

Return to Top

Companies that have purchased the Report Card over the years

Top 25 global websites of 2010

The Top 25 Global Websites


Google has emerged on top again, but just barely.

The big story this year is that Facebook and Google finished in a numerical tie. But because Google supports more languages (for now), it edged out as the winner.


Moving down the list, there are a number of familiar faces -- companies like Cisco and Philips, Panasonic, and NIVEA. But there are some new faces as well. Samsung jumped up in the rankings due to improvements to global navigation and localization. Kodak, Symantec, and Autodesk are also new to the top 25.

Although these sites represent a wide range of industries, they all share a high degree of global consistency and impressive support for languages. They average 50 languages -- which is more than twice the average for all 225 sites reviewed.

For the full list of 225 companies included in this report, see below...

Websites Included

Airlines

Air France
American Airlines
British Airways
Continental
Emirates
KLM
Northwest Airlines
Ryanair
United Airlines


Automotive

Audi
BMW
Cadillac
Honda
Hyundai
Lexus
Mercedes
Mini
Nissan
Porsche
Smart
Toyota
Volkswagen


Consumer Technology

Adobe
Apple
Blackberry (RIM)
Bose
Canon
Creative
Dell
HP
HTC
Kodak
Lenovo
LG
McAfee
Microsoft
Motorola
Nikon
Nokia
Palm
Panasonic
Philips
Samsung
Sony
Symantec
Toshiba
Wacom


Consumer Goods

3M
Amway
Avon
Black & Decker
Budweiser
Campbell's
Coca-Cola
Colgate
Dyson
evian
Fujfilm
Gillette
Haier
Heineken
Iams
KitchenAid
Maytag
Nestlé
NIVEA
Procter & Gamble
Purina
Unilever
Vespa
Whirlpool


Delivery

DHL
FedEx
TNT
UPS


Fashion/Apparel

Burberry
Cartier
Chanel
Estée Lauder
Gucci
Hermès
Lancôme
Levi's
Loréal
Louis Vuitton
Ralph Lauren
Zara


Financial Services

American Express
Chubb
Citibank
CSFB
E*TRADE
Fidelity
Goldman Sachs
HSBC
ING
J.P. Morgan
Visa
Western Union


Hotels/Resorts

Accor Hotels
Best Western
Four Seasons
Hilton
Hyatt
InterContinental Hotels
Marriott
Radisson
Starwood Hotels


Industrial/Diversified

Alcoa
Archer Daniels Midland
Briggs & Stratton
Cargill
Caterpillar
Cemex
Dow Corning
GE
Honeywell
John Deere
Johnson Controls
Otis
Siemens
Steelcase
Volvo Group


Media/Entertainment

BBC
CNN
Disney
ESPN
MTV
TED


Business Technology

Autodesk
Avaya
Cisco Systems
EMC
Huawei
IBM
LexisNexis
NEC
Novell
Oracle
SAP
SAS
Seagate
Xerox


Medical/Pharma

Bayer
Boston Scientific
Eli Lilly
Genzyme
Medtronic
Merck
Monsanto
Novartis
Pfizer
Sanofi-Aventis
Siemens Medical


Non-profit/Govt.

European Union
United Nations
Voice of America
World Bank


Professional Services

Bearing Point
Capgemini
Deloitte Touche Tohmatsu
Ernst & Young
Jones Day
Manpower
KPMG
McKinsey & Co
PricewaterhouseCoopers


Rental Car

Dollar Rent A Car
Hertz
Thrifty


Retail

Best Buy
Build-a-Bear
Godiva
H&M
IKEA
McDonald's
Starbucks
Subway
Tiffany
Wal-Mart


Semiconductors

AMD
Broadcom
Fairchild Semiconductor
Freescale
Intel
National
NVIDIA
Renesas
Texas Instruments


Social Networking

Facebook
Last.fm
LinkedIn
MySpace
XING
Windows Live


Sporting Goods

Adidas
Columbia
New Balance
Nike
Patagonia
Reebok


Video Games

Nintendo Wii
Playstation


Web Services

Amazon
AOL
Ebay
eFax
Expedia
Flickr
Gmail
Google
Hotels.com
MSN
Netvibes
PayPal
Salesforce.com
Skype
Snapfish
Twitter
WebEx
Wikipedia
Yahoo!

Frequently Asked Questions


Who analyzes these websites?

Report author John Yunker reviews every website — and has done so for all 10 editions of the report. No work is outsourced. This historical understanding of each website (combined with one-on-one interviews with many of the executives who manage these global websites) provides valuable and actionable findings and recommendations.

What’s the value of comparing companies across different industries?

Web globalization best practices may emerge in any industry. By keeping a broad focus on all major industries, we are able to point executives to those companies and industries that are doing the best job of presenting themselves to the world. Every company included does have peers by which it can be evaluated. In the end, our goal is to provide a truly global perspective on which companies and industries are the most active and successful in web globalization. Only through casting a wide net do we achieve this goal.

What companies purchase this report?

Many of the companies benchmarked within this report have purchased the report for multiple years. Purchasers include Cisco Systems, Deloitte, Panasonic, FedEx, Philips, The World Bank, and Yahoo! There are companies not included in this report that also use it regularly, such as global consulting and IT firms and various government agencies.

Do companies pay to be included in this report?

Absolutely not. We have never and will never accept money in return for inclusion within the report. Some of our consulting clients over the years have been included in one or more reports and we have used our methodology to help drive positive change within these organizations. That said, we take pride in creating a report that is self-funded and completely independent in focus, content, and findings.

Scoring Methodology

The Report Card analyzes each website according to the following four criteria:

  • Global Reach (Languages): The website supports enough languages to reach a wide global audience. To receive a maximum score, the website must support 43 languages.
  • Global Navigation: Web users can quickly and easily find their localized content, regardless of what language they speak.
  • Global/Mobile Architecture: The website leverages global templates to support global branding while still allowing room for local customization. The website is also accessible via mobile devices, and language parity is maintained with the PC website. Responsive websites and mobile apps are also noted.
  • Localization & Social: The website is relevant to the user's locale and culture and provides functionality on par with the global website. Local-language social media are also supported and well promoted on the local websites.

About the Author

John Yunker

John Yunker has helped a wide range of Fortune 500 companies improve their global websites and application. He has experience consulting with some of the world's largest companies and has also worked as senior program manager at Microsoft. He authored the first book devoted to the emerging field of web globalization, Beyond Borders: Web Globalization Strategies. John speaks at numerous industry events, including Localization World, Internet Retailer, and the Unicode Conference and has been quoted on global topics in publications including The Wall Street Journal and The New York Times. He is also editor of the popular web globalization blog Global by Design.

The Web Globalization Report Card is a copyright of Byte Level Research LLC. Trademark pending.

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Founded in 2000, Byte Level Research was the first agency devoted to website globalization best practices.

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