82% of Consumers More Likely to Buy in Their Own Language

We’ve reported before on research from Common Sense Advisory which found that 72% of consumers globally are more likely to buy a product if they have information in their own language.

Now research from the European Commission found that 82% of consumers were less likely to buy goods online if the site was not in their native language.

‘They All Speak English Anyway’

We sometimes hear the argument that “they all speak English anyway” i.e. we don’t need to translate our web site because overseas clients don’t need it. Well – an article about this research from the BBC explains how even in Sweden – where many people do speak English – over 80% of consumers have a preference for buying in their own language.

Even consumers who are fluent in English – or more commonly have a working knowledge of English – will only make a serious purchasing decision with confidence if they are reading their own language.

P.S. Please see previous post “No – they don’t all speak English” from November 2009 – we feel strongly that more UK companies in particular need to recognise this issue!