In today's digital landscape, launching a mobile app that resonates with users worldwide is crucial for achieving global success. But what makes an app truly successful? Is it just about developing a great idea or does localization play a significant role in the equation?
Why Localisation Matters
As we navigate the world of 8 billion people, language and culture are intricately linked. In 2017, Google added 30 more languages to its voice search feature, highlighting the importance of native language communication. When it comes to mobile applications, localizing your app is not just a marketing activity but a vital step in building trust with users.
The Impact of Localisation
In fact, a study by KPMG India and Google found that nearly 70% of Indians consider local language digital content more reliable than English content. This trend is not unique to India; globally, localized mobile apps gain trust faster, have a broader reach, and increase chances of finding new buyers.
Crucial Localisation Factors
Historically, there have been examples of localization gone wrong, like KFC's infamous "finger lickin' good" tagline in China. Mobile apps can make similar mistakes if they fail to understand the local market. According to reports, over 50% of mobile apps on Google Play get few to no downloads, and over 60% experience an 80% drop-off rate within the first week.
The WeChat Effect
WeChat, a popular messaging app in China, is another example of localization done right. Although it didn't take off globally, its failure to localize was a major factor. The app's inability to understand local emotions and cultural nuances led to poor user engagement.
The Power of Localised Mobile Apps
Interestingly, 50% of iOS App Store revenue-generating users are from non-English speaking countries, while 80% of Google Playstore revenue-generating users come from the same region. Moreover, top-grossing iPhone apps in China use Chinese names, and top-grossing Android apps in Japan use Japanese names.
What Localisation Means in 2018
In today's digital landscape, mobile app localization means more than just translating language; it involves understanding culture, local habits, and relevance. Features, terms, and keywords should be chosen based on the app's relevance to a local market. Successful apps like Pokémon Go, Replay, Clash of Clans, and Weather Channel are testaments to this approach.
How to Translate and Localise Your App Better
To ensure success, consider the following tips:
- Adjust Screen Size: Understand that character count differs from one language to another and may require more space.
- Internationalise Code First: Avoid concatenating languages; instead, focus on understanding sentence structures.
- Consider Fonts: The type of fonts can affect readability on mobile phones.
By incorporating these best practices into your app development strategy, you'll be well on your way to creating a localized mobile app that resonates with users worldwide and propels your startup idea to global success.