The 2012 Web Globalization Report Card

From Apple to Facebook to Starbucks — an in-depth analysis of the world's leading global websites, with a special focus on social media, mobile websites, and mobile apps.

The 2017 Report Card is now available

Learn from the best global and mobile websites

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

  • What companies are doing the best job of taking their websites global and mobile?
  • What are the most popular languages across all websites?
  • How are companies integrating and promoting Twitter and Facebook on their local websites?
  • What mobile apps support the most languages — and what languages exactly?
  • What websites offer the best global gateways?

This report, now in its eighth edition, 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.




Who this report is for:

  • Marketing executives use this report to improve the effectiveness and usability of their global websites. The numerous screen shots included in the report clearly illustrate trends and best practices. The report points out flaws in many of the world's most popular websites — and, more important, makes clear suggestions for improvement.
  • Web and IT executives use this report to learn best practices and drive changes within their companies based on concrete data. For example, knowing exactly which companies are now using geolocation can help raise awareness and get management buy-in. No other report will tell you exactly which companies are using geolocation right now and which companies are using language detection.
  • Web design firms and advertising agencies rely on this report to upgrade their web globalization skills. This report's accessibility and its wide range of real-world examples makes complex concepts more easily understood.

The 2016 Report Card is now available

Purchase Details

The 2012 Web Globalization Report Card
Pages: 220
Exhibits & Visuals: 100+
Format: PDF
License: Enterprise

Questions?

If you would like to purchase this report please email us.


Table of Contents

Part I: The Websites and How They Were Scored


Part II: Key Findings and Trends


Part III: The Leading Global Websites and Why


Part IV: Taking Mobile Global


Part V: Profiles of Notable Websites


Part VI: Leading With Fewer Languages

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Companies that have purchased the Report Card over the years

Panasonic
FedEx
Cisco
Apple
Intel
3M
eBay
Caterpillar
Philips
Adobe
Thomson Reuters
Top 25 global websites of 2012

The Top 25 Global Websites

Google reclaims the top spot

Google emerges on top once again, unseating Facebook (barely). Companies like Cisco, 3M, and Samsung have become regular faces in the top 10. But there are some new faces as well, such as Hotels.com and Booking.com. The travel industry as a whole has been aggressive in its support for both multilingual websites and mobile apps.

Websites Included

3M
Acer
Adidas
Adobe
Allianz
Amazon
American Express
Amway
Apple
Audi
Autodesk
Avon
Bayer
BMW
Booking.com
Canon
Caterpillar
Cisco Systems
Citibank
Coca-Cola
Dell
Deloitte Touche Tohmatsu
Delta
DHL
Disney
eBay
Eli Lilly
Emirates
Ernst & Young
Expedia
Facebook
FedEx
Ford
GE
Gillette
Google
H&M
Heineken
Hertz
Hilton
Honda
Hotels.com
HP
HSBC
HTC
Hyatt
Hyundai
IBM
IKEA
Intel
InterContinental Hotels
Jack Daniels
John Deere
KLM
KPMG
Lenovo
Lexus
LG
Loréal
McAfee
McDonald's
Mercedes
Merck
Microsoft
Mini
MTV
Nestlé
Nike
Nikon
Nissan
NIVEA
Nokia
Oracle
Panasonic
PayPal
Pepsi
Pfizer
Philips
PricewaterhouseCoopers
Procter & Gamble
Reebok
Renesas
Samsung
Sanofi-Aventis
SAP
Siemens
Sony
Starbucks
Starwood Hotels
Symantec
Texas Instruments
Toshiba
Toyota
TripAdvisor
Twitter
UNIQLO
UPS
Visa
Volkswagen
Volvo Group
Western Union
Wikipedia
World Bank
Xerox
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.

How do you select companies for your list?

We survey a wide swath of global companies across all major industries to provide a well-rounded overview of the state of web globalization. Within each industry, we include the leading companies with a focus on brand leadership. We include more than 30% of the Fortune 100 companies and 70% of the 2012 Interbrand 100 Best Global Brands.

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 as well as the newest, Think Outside the Country.. 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.

Think Outside the Country

Founded in 2000, Byte Level Research was the first agency devoted to website globalization best practices. Over the years we have helped hundreds of companies improve their global websites through our reports, consulting, and training sessions.



"Think Outside the Country" is a registered trademark of Byte Level Research.

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Coming in April 2017