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
  5. NIVEA
  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!

Google to the Internet: Go mobile or watch your sales rank fall

Four years ago, for the Web Globalization Report Card, I began noting (and rewarding) those websites that supported mobile devices. Even then one could easily see the virtual grounds shifting in favor of mobile devices. But at the time, only about 20% of the websites studied supported mobile devices.

In this year’s Report Card, the majority of websites are now mobile friendly. Over the past two years, I’ve witnessed a flurry of newly responsive web designs from a diverse range of companies including Philips, Merck, VMware and Pepsi.

Even Apple now supports a responsive website. Shown below are before and after screen grabs:


If your company hasn’t yet made the leap to mobile, now is the time to accelerate your plans — unless you don’t care much for your search ranking.

Google has made it abundantly clear that websites that do not support mobile devices are going to suffer.

Beginning April 21st.

According to Google:

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.

All languages. All regions. This makes great sense given that markets like China and Indonesia are overwhelmingly experiencing the Internet via mobile devices.

Google wants to remain relevant to mobile users which means your website needs to remain relevant to Google.

Which means, ultimately, remaining relevant to your web users. Particularly if you plan to succeed globally.

You say Sea of Japan. I say East Sea.

Who said the life of a map maker isn’t interesting?

Every other day it seems there is another disputed territory, which usually means another disputed name.

I’ve already mentioned the Falkland Islands/Islas Malvinas issue.

On the other side of the planet there is a dispute brewing over the Sea of Japan.

South Korea maintains that the body of water should be known as the East Sea.

Japan disagrees.

Now I’m not going to wade into these murky waters by picking a side.

But if you’re a map maker, you’ve got a tough decision to make, unless you wisely decide to take a more neutral approach.

Here is how Google handles the issue currently:

Google Sea of Japan East Sea

And this from Bing:

Bing Sea of Japan East Sea

Of the two approaches, Microsoft appears more tactful. I’m not sure Google’s approach is as pleasing to South Koreans.

And there is a takeaway from this issue that every global executive should always keep in mind — maps often convey cultural and geopolitical biases. Use caution when you use maps on websites and in promotional campaigns.


Gmail leads the global (as in non-Latin) email race

It’s official.


Gmail supports (to a degree) non-Latin email addresses.

That is, you can receive an email from someone with a non-Latin email address, as well as send an email to such an address.

You cannot (yet) setup a Google email account with a non-Latin address, though this is coming. As well as support across Google’s many other web services.

I wrote about this a few weeks ago.

And I view this as a missed opportunity for competitive email providers — an opportunity to get a competitive advantage on Google.

As much as we like to bash Google for privacy issues (many well deserved) the company continues to lead when it comes to supporting the world’s Internet users.

I would love to see Microsoft and Apple put up a good fight in this regard — and would certainly love to help. Because there is still an opportunity for a company to innovate on the usability end of actual implementation. But, most of all, I want to see how non-Latin email addresses lead to a new era in non-Latin domain names, brand names, services, and business models.

After all, this feature may be viewed as a luxury right now but it’s going to quickly be viewed as necessity.

Google launches its first Japanese IDN

I’ve long talked about the importance of non-Latin domain names, or IDNs (Internationalized Domain Names).

Google has gone live with one if its many IDNs: みんな.

I want to emphasize here that this is a top-level IDN — that is, the equivalent of a .com or .org.

This TLD, according to Google, stands for “everyone.”

So you could in effect register “someword.everyone,” which sounds a bit odd to me but I’m not Japanese.

And, frankly, the Japanese have not been blessed with much in the way of IDN options up to this point.

There is no Japanese-language country code, for instance. And few Japanese-based companies have been aggressive in promoting IDNs.

The new Google IDN website leads with a headline that translates to Let’s Start With.Everyone.

japanese IDN Google

Check out the video to get a good idea of how Google is positioning this domain against .com and .jp:

Despite the fancy website and video, I don’t believe Google is fully invested in the success of this domain.

If it were invested, the domain wouldn’t cost roughly $18 to register (by my rough calculations).

But that doesn’t mean Google can’t become invested in it at a later point.

The good news is that Google is moving ahead on commercializing IDNs.

I expect other tech companies to follow. 

How the NSA is threatening the future of Google, Facebook, Amazon and others

NSA Prism

When I read government arguments in defense of the NSA, an oft-repeated line was:

We’re not targeting Americans. We’re targeting foreigners.


I really dislike that word.

And I’m sure companies like Apple, Google and Facebook do as well.


Because 80% of Google’s customers are foreigners.

More than 50% of Microsoft’s revenue come from foreigners.

Most of Facebook’s users are foreigners.

Apple gets more than 12% of its revenues from China.

And now these foreigners are well aware that their emails and texts and Facebook posts may have been scanned by the US intelligence industry.

I was asked by a tech company recently about what factors could disrupt their current globalization plans in the years ahead.

The NSA was at the top of my list.

We now see a rush of new and established tech companies around the world to create services that are located entirely out of reach of the US government (no matter how impractical this may appear). According to this WSJ article (reg required):

Three of Germany’s largest email providers, including partly state-owned Deutsche Telekom AG teamed up to offer a new service, Email Made in Germany. The companies promise that by encrypting email through German servers and hewing to the country’s strict privacy laws, U.S. authorities won’t easily be able to pry inside. More than a hundred thousand Germans have flocked to the service since it was rolled out in August.

So what does the COO of Facebook have to say about this?

“We should all be nervous when countries impose costly new requirements on companies as a condition of serving their citizens,” says Facebook Chief Operating Officer Sheryl Sandberg. “It means fragmenting the Internet and putting the economic and social opportunities it creates at risk.”

The companies that are most nervous are the large established players, like, um, Facebook.

For start-ups around the world, this news is actually good news. From the same article:

For small German companies competing against big ones—like online-security company Symantec Corp. and Inc. which provides corporate cloud services—the NSA surveillance program “is a present from heaven,” says Oliver Dehning, chief executive of antispameuropeGmbH, which builds spam-protection software. “It’s kind of an opportunity to strike back and protect our home market.”

The fact is, the Balkanization of the Internet is not a new trend, but the NSA (no thanks to Snowden) accelerated it.

Do foreigners care about their email being scanned?

If the Germans are a leading indicator, perhaps so.

Though this article would indicate that Europeans largely are not concerned about the goings on of the security agencies. After all, it wasn’t just the US government at work here; there were other governments involved.

But I think the threat to US-based tech companies is real (perception, after all, is reality). I think the impact will be felt years from now, when there are new and competitive service providers taking a distinctly local approach to their offerings. This is where global service providers get uneasy. It’s difficult to compete with a “local by design” business when you are a “global by design.”

The sad part about all of this is that China — the poster child of Internet privacy violators — suddenly doesn’t look all that bad.

UPDATE: US tech leaders visited Washington, again, and warned of the Balkanization of the Internet.