Brands need to target non-English speaking online consumers – Populis
Irish businesses and brands need to turn their to targeting non-native English speaking online consumers who represent significant and increasing spending power, according to Populis, which has just released new research data on worldwide internet use, and the size and potential of the global internet population.
A key finding of the research, which was conducted by Cebr on behalf of Populis, is the fact that there are currently 3.1 million Irish internet users who spend €6.1bn online, while over 150 million internet users in Germany, France and Italy are now spending more than €78bn.
The research also reveals that non-native English speakers already make up the vast majority (84pc) of global internet users and spend far more than English speakers. For example, 1.7 billion of the 2 billion global internet users are non-native English speaking. Non-native English speaking consumers spent €262bn online in 2010 – €93bn more than English speakers.
It reveals that the average non-native English-speaking internet user is online 48 minutes per day and spends an average of €152 per year, while the average English-speaking internet user is online 60 minutes per day and spends on average of €526 per year.
In addition, internet usage rates in English-speaking countries are close to saturation with 72.9pc of consumers online, compared to just 24.1pc in non-English speaking countries.
“What this analysis shows is that non-native English language speakers already account for the majority of online spend and as internet penetration rates rise and disposable incomes in emerging economies increase, they will become even more important,” said Luca Ascani, co-founder and chairman, Populis.
“Yet advertisers have tended to concentrate marketing and advertising on English language speakers. We believe a greater focus on strategies for tapping into the non-native English markets will lead to fast and sustained growth for brands.”
“The importance of our ability to reach out to foreign markets in their own language, but in a uniquely Irish way, is imperative to our industries’ growth and success,” said Joan Mulvihill, CEO of the Irish Internet Association.
“It’s important to get involved and learn how to exploit these opportunities effectively as the move towards online purchasing is definitively not just a phase,” said Emma Grant, e-marketing project manager with Activis. “With the European e-commerce market forecast to reach €323bn in 2011, it really is time to tap into your online audience, in your target languages, if you are not already doing so.”