Adventures in web globalization, transcreation, marketing and design
I was happy to have an essay published in the recent issue of Multilingual.
In the essay I write:
While Wikipedia, Google and Facebook are among the leaders in languages at 298, 172 and 107 respectively, they don’t come even close to the website of the Jehovah’s Witnesses.
That’s right. The world’s most linguistic website is managed by the Jehovah’s Witnesses and can be found at www.JW.org.
You can read the essay here.
I’m excited to announce the publication of The 2018 Web Globalization Report Card. This is the most ambitious report I’ve written so far and it sheds light on a number of new and established best practices in website globalization.
First, here are the top-scoring websites from the report:
For regular readers of this blog, you’ll notice that Google was unseated this year by Wikipedia. Wikipedia, with support for an amazing 298 languages, made a positive improvement to global navigation over the past year that pushed it into the top spot. And Wikipedia, due to the fact that it is completely user-supported, indicates that there is great demand for languages on the Internet — and very few companies have yet responded in kind.
Google could still stand to improve in global navigation, as could Facebook.
Other highlights from the top 25 list include:
The data underlying the Report Card is based on studying the leading global brands and world’s largest companies — 150 companies across more than 20 industry sectors. I began tracking many of the companies included in this report more than a decade ago and am happy to share insights into what works and what doesn’t.
I’ll have much more to share in the weeks and months ahead. If you have any questions about the report, please let me know.
Congratulations to the top 25 companies and to the people within these companies who have long championed web globalization.
In 2001, I published a report on website weights and their impacts on website performance.
Why, may you ask, was I researching website weights all the way back in 2001?
The great broadband divide
At the time, in the United States and many other countries, homes and businesses were in the process of upgrading from dial-up internet connections to broadband connections. Because businesses were on the leading edge of this upgrade, many web teams designed fancy new websites that relied heavily on images and this fancy new technology known as Flash. But at the time just 5% of US homes had broadband connections, so they were forced to wait 30 seconds and beyond for many of these fancy new web pages to display.
For example, in 2001, the home page of Wal-Mart weighed 238 kilobytes, which, for a dial-up internet user, required up to a 30-second wait for the home page to display.
Around this time period, a startup was emerging that prioritized speed to such a degree that its home page subsisted of nothing more than a few words of text and a logo, weighing all of 13 kilobytes. It’s home page loaded in less than 3 seconds.
That startup was Google.
The Google home page weighed less than half of the Yahoo! home page, and users noticed. It wasn’t just the quality of search that won Google its customers, it was the responsiveness of the interface.
Flash forward to 2017.
Here is the weight of the Google home page in 2001 (blue) compared with today (in green). Google now comes in at a whopping 550 kilobytes (on average). But you don’t have to look far to find websites that weigh many times more than Google, such as IBM and Microsoft and Amazon.
The mobile broadband divide
So what does this mean in terms of website performance?
If you don’t have a high-speed connection, it means the difference between a fast-loading website and a website that you might just give up on.
Not everyone has a high-speed connection
So let’s say you have a smartphone on a 3G network — which represents vast portions of China and most emerging countries, such as Indonesia and Turkey. A web page that weights more than 3 MB could take anywhere from six to 10 seconds to load. If you want your website to display in under the coveted 3-second threshold, you would be wise to keep your website under 1MB.
Based on my research for the Web Globalization Report Card, mobile websites have been steadily increasing in weight. Just over the past two years they have nearly doubled in weight.
Mobile website weight is now one of the many elements that factor into a website’s total score.
If you want to better understand the speed of Internet connections around the world, check out the Speedtest global index.
The Speedtest Global Index compares internet speed data from around the world on a monthly basis. Data for the Index comes from the hundreds of millions of tests taken by real people using Speedtest every month. To be included in the Index, countries must have more than 3,333 unique user test results for fixed broadband and more than 670 unique user test results for mobile in the reported month. Results are updated at the beginning of each month for the previous month.
Here’s an excerpt from October:
So while Norway currently leads the pack with nearly 60Mbps, Brazil comes in at 15Mbps. And Brazil is far from alone at the bottom half of this list.
What’s the key takeaway here?
All the usability testing in the world is meaningless if your customers can’t quickly load your website or mobile web app.
Get your mobile website under 1MB and you’ll be well positioned against the competition — and you’ll be better serving your customers. Get it under 500 kilobytes and you’ll be on par with Google’s home page; not a bad place to be.
Earlier this year, The Los Angeles Times ran a fascinating series on China and Africa and I only just got around to reading it.
I recommend at least reading Part I.
China is funding a massive railroad project connecting Addis Ababa, Ethiopia’s capital, to the port city of Djibouti where most of the country’s exports have previously traveled by way of roads in disrepair.
Clearly, China is not doing this for philanthropic reasons. It need resources. But China has a long game in mind as well — selling products to the locals (which is has been doing quite successfully for a number of years).
Some fascinating takeaways from the article:
By 2034, Africa is expected to have 1.1 billion workers, the world’s largest working-age population, according to economic forecasts. By 2025, the continent’s consumers will be spending $2 trillion a year.
And:
Zhang was proud of his Ethiopian investments. The new rail will knock shipping prices from $5,000 per container to $3,000, he said. And for the cost of one Chinese worker, Zhang can hire five Ethiopians. He plans to employ 50,000 within eight years.
“Ethiopia is like China was 40 years ago,” he said. “Even though this place is pretty tough, we think within five or 10 years, its economic development will be pretty good.”
China has not proven yet that it can build global brands. But it has proven itself adapt at building cheap white-label products. It sees in Africa an emerging base of middle-class consumers, a familiar growth pattern. That’s not to say China doesn’t face cultural and political challenges, but that as other Western countries have pulled back in Africa, China has found itself welcomed with open arms.
The CEOs of Google, Microsoft and Facebook have all visited Nigeria over the past year and have announced investments around training developers, supporting new businesses and increasing Internet penetration.
So the question for any global company should be: What’s your Africa strategy?
Mary Meeker of Kleiner Perkins released her 2017 Internet Trends report today — the mother of all PowerPoint decks. I last commented on the 2014 deck.
A few slides jumped out at me this year — as part of her in-depth focus on India — noting that 46% of India’s Internet users primarily consume local-language content.
This number if higher than I would have guessed and underscores a point I’ve been making for several years now — the days of assuming you can succeed in India supporting only English are coming to a close.
Google and Facebook got the memo quite some time ago and now support a significant number of India’s 29 official languages. But the question is: When with the rest of the global brands get the memo?
After all, India is now the fastest-growing large market and with plenty of room to grow.
According to the 2017 Web Globalization Report Card, just 6% of the world’s leading brands support Hindi, which is the most popular of the Indic languages. Close behind are Urdu and Tamil.
Amazon is investing heavily in this market, no doubt trying to avoid the many missteps it made trying (and largely failing) to dominate China’s ecommerce market. Did you know that last fall Amazon celebrated India’s Festival of Lights?
India added more than 100 million web users in 2016, more than any other country.
If you have time, check out the full deck. Yes, there are more than 300 slides, but they’re a quick read and I guarantee you’ll learn something. I sure did!
PS: I’ve included a section on India in my new book Think Outside the Country.
First of all, I love tofu.
But when you see it on a computer screen, it’s not so nice.
Like those two rows of “tofu-shaped” objects shown below that indicate a missing font:
Tofu used to be a much bigger problem ten years ago, back when fonts are strictly aligned with different character sets and computers shipped with very limited font families. Today, computers and phones ship with system fonts that can natively display a significant number of languages.
Nevertheless, as websites support more and more languages, the need for fully world-ready fonts will only grow.
So it’s nice to see Google investing in creating open-source font faces to support the world’s languages.
This font family is called NOTO (as in no tofu).
A package of all 100+ fonts weighs more than 470MB.
Instead, you might pick and choose which language/script you wish to support:
This post is brought to you by the Multilingual Eye Chart.
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