The upward spike in mobile usage worldwide is changing the way the world communicates and conducts business—and this change is here to stay.
You see, your global customers are scouring the Internet, shopping, banking—basically doing everything they do on computers—right from their mobile devices.
This trend has major implications on your business, so it’s not something to ignore when planning your marketing localization strategy to reach your global audiences.
If you’ve thought of incorporating mobile into your localization strategy but put it on the backburner for whatever reason, these 12 stats may spark a sense of urgency for your plans.
Mobile purchasing worldwide
1. Sixty percent of global mobile consumers use mobile devices as their primary or exclusive Internet source, and 83 percent say they plan to make a purchase using mobile in the next year. (Internet Retailer)
2. More than half (52 percent) of mobile device users surveyed have made a purchase in response to mobile advertising, and 61 percent of these mobile Web users are as comfortable with mobile advertising as they are with TV or online advertising. (Internet Retailer)
3. Mobile devices top the list of media for having the greatest impact on purchasing decisions (at 48 percent of survey respondents). (Internet Retailer)
To take advantage of these sales, you want to make it as easy as possible for your customers to research and purchase products. Consider working mobile advertisements into your overall localization strategy. Also, if you decide to use mobile apps, be sure they are not only user friendly, but culturally appropriate. Studies show customers are more likely to buy if they can easily get information in their own language.
Mobile device usage and adoption
4. Mobile Web adoption is growing eight times faster than traditional Web adoption did in the early 2000s. (State of Mobile)
5. Global mobile traffic now accounts for 15 percent of all Internet traffic and is rapidly growing. (State of Mobile)
6. Approximately 60 percent of the one billion mobile phones sold worldwide last year were smartphones. (Ericsson Mobility Report)
7. More than 2.23 billion people worldwide, or 48.9 percent of mobile phone users, will go online via mobile at least monthly in 2014, and over half of the mobile audience will use the mobile Internet next year. (e-Marketer)
8. It’s estimated that four out of five global Internet users in 2014 will be a mobile Web user. (mobiThinking)
9. The estimated number of smartphones in use is likely to surpass the number of PCs in use — probably sometime in the first half of 2014. (Business Insider)
With this in mind, you may want to consider changing up your localization strategy, offering more mobile options for your global audiences. For example, if you have online courses you can look into m-learning to foster better engagement. Or, if you have an e-commerce website, you may want to look into using a localized mobile app to drive further sales potential.
10. Smartphones and other mobile devices are the only means of accessing the Internet for 40 percent of Indonesians and for 34 percent of respondents in both India and South Africa—which can account for why so many of the newest mobile users are from these countries (Internet Retailer).
11. Eighty six percent of time spent on mobile devices is spent using online applications. (Flurry)
12. Total average media consumption for one person is seven hours each day. Of these hours, mobile makes up 1.8—beating out TV and PCs. (State of Mobile)
If you’re looking at new markets to add to your localization strategy, you’d be wise to consider the Asia-Pacific region as well as Africa. These markets are especially hot right now in terms of mobile engagement. To be successful, you’ll want to localize your website—making it mobile friendly—as well as use targeted mobile apps.
How does mobile impact your localization strategy?
Mobile is definitely something to think about as an integral part of your localization strategy now, not later—as it’s only going to get bigger and bigger.
You can reach these mobile users—and make your global growth skyrocket—in many ways. Consider mobile-friendly websites, apps or both. But whichever route you decide, you’ll want to communicate with global audiences in their native language and align these platforms to their cultural expectations.
If localizing mobile apps has especially piqued your interest, check out Are you on the right track to global mobile app localization? to learn more.
What role does mobile play in your localization strategy? Are you just getting started, or have you already headed down this road?