| With Google reporting that over 50% of their | | | | Japan. China currently has almost 145 million |
| traffic comes from multilingual searches, it | | | | users and it is one of the fastest growing |
| has become crucial to consider developing a | | | | markets on the internet. Japan, with 86 |
| multilingual online presence. However, the | | | | million users, has nearly reached its maximum |
| question remains the same: Which markets to | | | | potential with almost 70% of its population |
| target? Which ones are the most important in | | | | online. A very small proportion of online |
| terms of users, etc.? First of all, let's see | | | | users in China own a credit card or even have |
| which parts of the world feature the most | | | | the right to order what they want, while in |
| users. Contrary to general belief, it is not | | | | Japan it is exactly the reverse. Once again, |
| North America! With close to 400 million | | | | no one should confuse the amount of users |
| users, Asia definitely takes the lead, | | | | versus the buying power of a given market. On |
| followed by Europe with approximately 315 | | | | the other hand, one needs to consider the |
| million users, in comparison to 232 million | | | | worth of Third World markets/economically |
| in North America (North America being defined | | | | disadvantaged countries. For instance, |
| as the U.S., Canada, and Mexico). In my | | | | countries like Bangladesh, Mozambique, |
| extensive experience with multilingual online | | | | Somalia, etc., might not seem very attractive |
| applications, I have learned over the years | | | | at first. However, in Third World markets, |
| to differentiate clearly the amount of users | | | | those online are affluent and wealthy. In |
| versus the market potentiality of a product | | | | those countries, there is no middle class. |
| or a service. For example, the Hispanic | | | | Basically, you are either dirt poor or filthy |
| online market (between South and Central | | | | rich! Online users in those countries belong |
| America, the U.S., the Caribbean and Spain) | | | | to the the second category. Many online |
| features slightly more users than the | | | | gambling portals and entertainment websites |
| French-speaking market. But when it comes to | | | | of all kinds have found high spenders in |
| buying power, countries like France, Belgium, | | | | economically-disadvantaged-markets. In fact, |
| Switzerland and Canada (Quebec) have so much | | | | wealthy individuals in Rwanda or Chad do not |
| more buying power than Peru, Bolivia or | | | | have many entertainment outlets in their |
| Chile! More than just buying power, we need | | | | homeland! Furthermore, most everything is |
| to look at the cultural ramifications | | | | lacking within their country infrastructure: |
| involved in internet behaviors. In other | | | | clothing, electronics, etc. Online |
| terms, is a specific market used to ordering | | | | applications have therefore become a form of |
| & transacting online? For instance, | | | | "entertainment salvation" for the wealthy |
| compared to its amount of users, France is | | | | minorities of third world markets. Online |
| extremely active online, while | | | | multilingual markets are complex, and instead |
| French-speaking countries in Africa are | | | | of looking at languages/countries just by |
| proportionally inactive. The same applies | | | | their buying power or number of users, one |
| when comparing Spain and some South American | | | | should evaluate what they have to offer and |
| countries. If you were to compare the online | | | | define the marketability of their products |
| buying habits between 100,000 users in Spain | | | | and services accordingly. Are you looking for |
| and the same number of users throughout South | | | | end users to buy your products? Then look at |
| America, you would notice that people out of | | | | the buying power of the targeted markets |
| Spain order products and services at least 5 | | | | along with the reliability of their postal |
| times more than their South American peers. | | | | and transportation services. Are you a |
| In many cases, it is not a matter of buying | | | | manufacturer looking to find more |
| power, but rather mail order habits based on | | | | distributors/to increase your exports? Then |
| the country's postal delivery system. In | | | | chances are that the world is your oyster. I |
| fact, in many countries where the postal | | | | advise you to perform a meticulous evaluation |
| system is unreliable (not to say flaky!), | | | | of your market potential when developing a |
| online users were not "groomed" with mail | | | | presence on multilingual search engines. So |
| order habits prior to the internet. As a | | | | many factors need to be taken into |
| result, although such markets will look for | | | | consideration...Do not look at Japanese, |
| products and services online, they certainly | | | | French or Spanish just as country specific, |
| are not as mail order oriented as other | | | | but rather online language market shares! |
| countries featuring more efficient mailing | | | | Just as an example, aside from all countries |
| systems. Therefore, it is impossible to rely | | | | where Spanish is spoken, one of the most |
| solely on the amount of users when | | | | active Hispanic online markets is in the |
| considering establishing a multilingual | | | | U.S.! WWW = World Wide Web. Is your website |
| presence online. Another good example to | | | | really reaching worldwide? The time has come |
| illustrate such fact would be China and | | | | to implement action on a global scale! |