Why making Apps in English is no longer enough

The app economy is growing at a tremendous speed. There’s been a 60% growth in the number of app downloads globally, consumer spending has more than doubled, and time spent in apps spiked by 30%; to the point where each user spends about 43 days per year using apps, reports App Annie.

While a large chunk of the mobile phone app builders and users belong to English speaking countries such as the United States, an ever-larger percentage comprises of various non-English speaking European countries, and south-east Asian countries. Users from countries like Brazil, China, and India download up to 11 – 12 apps at an average per day, as per TechCrunch reports. This is a huge rise in numbers from a few years back and thus this is a market that is ripe for the taking.

Apps that have a version available in multiple languages perform far better than apps that don’t. And this process is not simply restricted to the language within the app. According to AppAnnie, the top 60% of iPhone apps used in Korea are not only available in Korean, but also have Korean names. Almost 50% of the top apps used in China are apps based in native languages, states the same source. These numbers are reason enough to get yourself on board the localization train, whether you are a developer or service provider.

Below chart confirms benefits a business gets from app localization –

Benefits of app localization

Targeting local markets with personalized products have always been a great marketing strategy, and app localization is definitely a part of the same approach. Below are some of the benefits it can provide to a business, or rather to the mobile phone app.

  • Wider Reach – Globally, 72% of the people who use mobile phone apps are not English speakers.
  • Customer satisfaction –  56.2% of consumers feel that obtaining information in their own language is much more important than price.
  • Untapped market – While your business idea may not flourish since there is a high level of competition in your local market, you can always target your business efforts to another linguistic market with the help of localization.
  • Revenue margins – More than 50% of the countries who download the most mobile apps every year are non-English speaking countries and being able to sell to them will shoot up your revenue margins like no other.

Localization is currently the strongest force of marketing when it comes to mobile apps and if you are a developer or service provider, it is absolutely necessary for you to integrate these aspects in to your app.

So, are companies really making success using properly employed localization strategies? A recent study by Distomo revealed that it can result in 128% more downloads and 26% increase in revenue within a week!

Expect to see more data insights in the next blog…

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