The top 25 global websites of 2016

Web Globalization Report Card 2016

 

UPDATE: The 2017 Web Globalization Report Card is now available.

I’m pleased to announce the publication of the 2016 Web Globalization Report Card and, with it, the top 25 websites:

  1. Google
  2. Facebook
  3. Wikipedia
  4. Hotels.com
  5. NIVEA
  6. Booking.com
  7. Nestlé
  8. Pampers
  9. Adobe
  10. Intel
  11. Twitter
  12. Microsoft
  13. American Express
  14. BMW
  15. 3M
  16. Hitachi
  17. Starbucks
  18. Nike
  19. Samsung
  20. Cisco Systems
  21. Nikon
  22. TNT
  23. Philips
  24. Autodesk
  25. ABB

It’s hard to believe that this is the twelfth edition of the Report Card. Over the past decade I’ve seen the average number of languages supported by global brands increase from just 10 languages to 30 languages today.

And, of course, the top 25 websites go well beyond 30 language. Google supports  90 languages via Google Translate and 75 languages on YouTube. And Facebook stands at 88 languages.

But it’s not just languages that make a website succeed globally. Companies need to support fast-loading mobile websites, locally relevant content, and user-friendly navigation.

Notable highlights among the top 25:

  • Wikipedia is far and away the language leader, with content in more than 270 languages. The company also now supports a mobile-friendly layout that is considerably lighter (in kilobytes) than most Fortune 100 mobile websites.
  • NIVEA provides an excellent example of a company that localizes its models for local websites — one of the few companies to do so.
  • Nike made this top 25 list for the first time, having added languages and improved global consistency and navigation.
  • As a group, the top 25 websites support an average of 52 languages.

For 2016, we studied 150 websites across 15 industry categories — and more than 80% of the Interbrand Best Global Brands. Websites were graded according to languages supported, global navigation, global and mobile website architecture, and localization.

Congratulations to the top 25 websites!

The top 25 global websites from the 2013 Web Globalization Report Card

Top 25 global websites of 2013

UPDATE: The 2017 Web Globalization Report Card is now available.

I’m pleased to announce the top-scoring websites from the 2013 Web Globalization Report Card. This is the ninth annual edition of the report and it’s always exciting to highlight those companies that have excelled in web globalization over the years.

Google is no stranger to the top spot, but this is largely because Google has not stood still. With the exception of navigation (a weak spot overall) Google continues to lead not only in the globalization of its web applications but its mobile apps. YouTube, for example, supports a 54-language mobile app. Few apps available today surpass 20 languages; most mobile apps support fewer than 10 languages.

Hotels.com has done remarkably well over the past two years and, in large part, due to its investment in mobile websites and apps. While web services companies like Amazon and Twitter certainly do a very good job with mobile, I find that travel services companies are just as innovative, if not more so.

Philips improved its ranking due to its improved global gateway. And Microsoft and HP also saw gains due to their website redesigns, which also included improved global gateways.

New to the Top 25 this year are Starbucks, Merck, and KPMG.

As a group, the top 25 websites support an average of 50 languages. And while this number is skewed highly by Wikipedia and Google, if we were to remove those websites the average would still be above 35 languages.

The companies on this list also demonstrate a high degree of global design consistency across most, if not all, localized websites. This degree of consistency allows them to focus their energies on content localization, which these companies also do well. And more than 20 of the companies support websites optimized for smartphones.

I’ll have more to say in the weeks ahead. You can download an excerpt here.

And if you have any questions at all, just ask.

 

3M: Many brands sharing one global gateway

3M finished in the top 10 of the 2011 Web Globalization Report Card. Its global gateway strategy is one reason why it scored so highly.

But what’s particularly impressive about 3M is how the company has reused its global gateway across various brand web sites.

Here are four distinct brand web sites, all which make use of the same gateway:

Post It Notes

3M Pocket Projector

Scotch Brite

And Command Brand

A number of other 3M sites also make use of this template.

It’s also important to note that these gateways share centralized source code, so changes can be easily rolled out across all gateways. This is a smart and sophisticated model.

The “not invented here” syndrome is particularly acute in large multinationals. Separate divisions, separate budgets, and separate locales all contribute to the desire to start from scratch when developing a web presence for brands. Which makes what 3M has accomplished all the more impressive.