Website Globalization Report 2007 1,939 Multinational & International Marketers Reveal Tactics on Translating Content & Best Practices Published by Byte Level Research and MarketingSherpa Table of Contents

An Inside Look at How Marketers View Web Globalization

We live in a world of many languages, cultures and countries. And, yet, there is just one Internet.

Which is why thousands of companies -- from Amazon to IBM to Deloitte to Yahoo! -- have translated and localized their websites for audiences around the world - a process commonly known as Web globalization.

Web globalization isn't just for the large multinational corporations anymore. Companies of all sizes are capitalizing on the Internet to expand beyond borders or to extend into new cultural groups within existing borders (i.e., Spanish for the U.S.).

Because Web globalization drives sales, it is marketing executives who drive Web globalization.

But exactly how many marketing executives are leading Web globalization efforts? How much are they spending? And what languages are most important?

That?s where this survey fits in.

We surveyed 1,939 marketing executives in March 2007 and discovered that Web globalization is well past the "emerging" stage. More than 30% of the executives now manage multilingual websites, with another 17% expected to launch Web globalization efforts over the next 12 months.

This report provides valuable insights into how companies of all sizes approach Web globalization -- from languages to budget to ROI. We present these survey findings along with a primer that includes a number of key trends.

Questions This Report Will Answer...

• Who are the most recognizable Web globalization vendors?
• How much do companies spend on Web globalization?
• What are the hottest languages -- today and tomorrow?
• What are the major obstacles to Web globalization?
• How do marketing execs measure the success of their global Web sites?
• What should executives know before going global?

Table of Contents

• Part I: Web Globalization Primer
  • Web Globalization 101
    • Image 1.1: Globalization Is Personalization
    • Image 1.2: Internationalization and Localization
  • Questions to Ask Before Going Global
  • Web Globalization Trends
    • Chart 1.3: Non-English Speakers Will Represent 79% of All Internet Users by 2010
    • Table 1.4: Number of Languages Supported, by Year
  • Web Globalization Best Practices
    • Image 1.5: IKEA Global Template.
    • Chart 1.6: Centralized Content; Decentralized Control
    • Image 1.7: Caterpillar Global Gateway
  • Going Local: Spanish for the U.S.
    • Image 1.8: Sprint Hispanic Site
• Part II: Survey Results
  • About the Survey Respondents
    • Chart 2.1: Respondents by Total Revenues
    • Chart 2.2 Respondent Job Titles (U.S.)
    • Chart 2.3: Locations of Non-U.S. Respondents
  • Companies Going Global
    • Chart 2.4: Use of Translation in Website(s) - U.S. Companies
    • Chart 2.5: Use of Translation in Website(s) - U.S. Companies, by Revenues
    • Chart 2.6: Share of Visitors to Website(s) from Outside U.S.
    • Chart 2.7: Are Competitors Taking Their Websites Global?
  • Challenges to Going Global
    • Chart 2.8: Share of Revenues from Outside the U.S.
    • Chart 2.9: Challenges to Web Globalization
  • Language
    • Table 2.10: Internet Users (native language) and total users online
    • Table 2.11: Currently Global Companies - Languages Offered
    • Chart 2.12: Non-Global Companies - First Language Planned
    • Chart 2.13: Languages Offered by Company Size
    • Chart 2.14: Languages Offered by B2B/B2C
  • Spanish for the U.S.
    • Chart 2.15: Offering Spanish Content for U.S. Domestic Market
  • Finding a Vendor
    • Chart 2.16: How Companies Would First Seek Information on Going Global
    • Chart 2.17: Name Recognition of Web Localization Agencies
    • Chart 2.18: Awareness/Use of Translation Memory Software
  • Translation Spending
    • Chart 2.19: Money Spent on Translation
    • Chart 2.20: Spending Plans - U.S. Companies
    • Chart 2.21: Translation Spending by Company Size
    • Chart 2.22: Spending Plans by Company Size
    • Chart 2.23: Translation Spending by Target Consumer
    • Chart 2.24: Spending Plans by Target Consumer
  • Marketing and ROI
    • Image 2.25: Google Chinese Keyword
    • Chart 2.26: Multilingual AdWords or Similar by Target Consumer
    • Chart 2.27: Use of Multilingual AdWords (or similar programs)
    • Chart 2.28: How ROI From Global Efforts Is Measured
    • Chart 2.29: ROI Evaluation - U.S. Companies
  • Companies Not Going Global
    • Chart 2.30: Translation Plans of Websites That Have Not Gone Global
    • Chart 2.31: Reasons for Not Translating Website

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