Ist Englisch eigentlich noch immer die „Lingua franca“ des Internets?

Einführung

Die Sprache fördert die menschlichen Verbindungen und hat einen enormen Einfluss auf unseren Alltag – sowohl in der realen Welt als auch online.

In der globalen Online-Geschäftswelt vertrauen Verbraucher wesentlich mehr auf Websites, die in den von ihnen bevorzugten Sprachen verfasst sind, und tätigen auf diesen Websites auch mehr Käufe. 

Yet many major companies are just now beginning to appreciate the vital role language and website translation play for online global customers. Not only does it govern our online conversations and behavior, but it also limits what information we access.

Verbraucher bringen Websites, die in der von ihnen bevorzugten Sprache verfasst sind, ein höheres Vertrauen entgegen und konsumieren mehr.

Twenty years ago, researchers determined that about 80% of the Internet’s content was published in English—not surprising, given that the Internet was initially developed in the U.S. and UK, and was rapidly adopted in those countries. 

Heute benötigen Unternehmen weitaus mehr als ausschließlich in englischer Sprache verfasste Websites, wenn Sie effektiv das Interesse globaler Verbraucher wecken möchten. Das Internet und die Welt haben sich seit Mitte der 90er-Jahre enorm verändert. Um wettbewerbsfähig zu bleiben, müssen sich Unternehmen diesen schnellen Entwicklungen anpassen.

The Evolution of Internet Communication  

January 1, 1983 is considered the official birthday of the Internet. Since then, a lot has changed. The Internet's expansion into a global communication landscape was swift. In 1993, after 10 years of existence, it only communicated 1% of the information flowing through two-way telecommunications networks. That shot up to 51% by 2000, and more than 97% by 2007. 

Here are some of the ways the internet was able to expand into a global communication tool: 

• Increased availability: As internet infrastructure has improved globally, more people have gained access to the internet. This has led to an increase in the number of internet users worldwide. 
• Growth of social media: Social media platforms such as Facebook, Twitter, and Instagram, and LinkedIn have become increasingly popular globally, providing people with new ways to connect and share information. 
• Localization of content: The internet has become more global as websites and services have made efforts to localize content for different regions and languages. Website translation and localization have made it easier for people around the world to access information and communicate online. 

• Expansion of e-commerce: The growth of e-commerce has made it easier for people to buy and sell goods and services across borders. This has created new opportunities for businesses and consumers around the world. 

While everyone around the world has started to use the internet to interact, buy and sell goods, and develop professionally, the issue of language and communication barriers became evident. If the entire internet were to choose one language, what would it be?

What Does “Lingua Franca” Mean? 

A lingua franca is a language used to communicate between groups who speak different languages. It’s the most efficient way to get information across to multilingual audiences. For the internet, it represents the most common language utilized by web creators and businesses.

Has the Language of the Internet Changed? 

Der dramatische Anstieg der Internetnutzung innerhalb des vergangenen Jahrzehnts hat sich stark auf die Online-Inhalte ausgewirkt. The number of Internet users worldwide is around 5 billion, up nearly ~126.24% from the 2.21 billion users reported in 2015. Ein Großteil dieses Wachstums ist auf aufstrebenden Märkten zu beobachten, auf denen Englisch, wenn überhaupt, als Zweit- oder Drittsprache gesprochen wird. 

Between the mid-90s and mid-2000s, English-language content dropped from 80% to about 45% of total online content, with some experts placing it at less than 40%. This trend was fueled by the global adoption of mobile and smartphone technology, and the emergence of social media. Chinese became the second-most common language used online, increasing by a staggering 2,227% since 2000.  

Currently, English still holds the first place slot with 58.8% of Internet use. Russian is in second at 5.3%. Spanish represents a close third, with French trailing right behind in fourth. 

China and India currently lead the world in Internet and social media usage. China now has 1.2 billion users, a majority of their current population. China ist kein Markt, auf dem die englische Sprache dominiert, und in Indien sind knapp 90 % der Bevölkerung der englischen Sprache nicht mächtig. 

Studies suggest that about half of all Twitter posts are written in languages other than English—with Japanese, Spanish, Portuguese and Indonesian consumers being most active.

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How Does Language Impact Business? 

This ever-evolving linguistic landscape profoundly impacts global online business. In einer Umfrage von Common Sense Advisory aus dem Jahr 2006 gaben 73 % der Befragten an, dass sie wahrscheinlicher Käufe auf in ihrer Muttersprache veröffentlichten Websites tätigen. Eight years later, the group conducted a larger-scale study. Inzwischen war die Nachfrage der Verbraucher auf 75 % angestiegen. 

Die Studie aus dem Jahr 2014 ergab, dass knapp 60 % der Befragten entweder „mehr Zeit auf Websites in ihrer Muttersprache als auf Websites in englischer Sprache verbringen“ oder „sich vollständig von englischsprachigen Websites abwenden“. Darüber hinaus gaben die globalen Verbraucher an, eher mehr Geld für Artikel auszugeben, wenn die Beschreibungen in der von ihnen bevorzugten Sprachen zur Verfügung stehen. 

By translating and localizing your business’ website to accommodate certain markets, you open yourself up to some great benefits: 

• Reach a larger audience: By translating their websites into multiple languages, companies can reach a larger audience globally. This allows them to tap into new markets and grow their customer base.
• Improve customer experience: Nearly 20% of respondents in a European survey said they never visit websites that aren’t available in their language. Translating a website can help provide a better customer experience, which can lead to increased sales and customer loyalty. 
• Enhance brand perception: A company that takes the time to translate its website into multiple languages shows that it values its customers and is committed to serving a global audience. This can enhance the company's brand perception and reputation. 
• Gain a competitive advantage: E-commerce companies that translate their websites can gain a competitive advantage over those that don't. By offering a more inclusive and accessible shopping experience, they can attract customers who may not be able to shop on other sites. 

• Increase revenue: Over 40% of those surveyed in a European study said they never purchase products and services in other languages. Website translation can help minimize bounce rates, improve customer experience, and gain a competitive advantage in the global marketplace. 

So, is English the Universal Language? 

The takeaway is clear: English hasn’t been the lingua franca of the Internet for many years—and as Internet adoption continues to grow worldwide, content in languages other than English will become increasingly vital for business. 

Um global wettbewerbsfähig zu bleiben, müssen Unternehmen unabhängig von der Branche lokalen Verbrauchern Online-Inhalte in den bevorzugten Sprachen über die von ihnen gewünschten Geräte anbieten. Website translation is now essential for businesses that want to grow and stay relevant. Embracing these inclusive best practices is mission-critical to achieving international business success.

MotionPoint’s Adaptive Translation™ is the first step to making your website more accessible and useful for multilingual consumers. Contact us today!