Local languages influence online purchases, study reveals
04 February 2021 |
1:33 am
A recent survey by CSA Research (formerly Common Sense Advisory) has found that products with information in their native language are highly purchased by online shoppers.
A recent survey by CSA Research (formerly Common Sense Advisory) has found that products with information in their native language are highly purchased by online shoppers.
The survey, according to Pronto Translations, revealed that marketers target Africa, issue the content for their campaigns in English and French, thereby overlooking the vast audiences who would prefer to read the offer in Arabic, Hausa, Yoruba, Igbo, Swahili or Zulu.
Of the 8,709 consumers in 29 countries worldwide, the survey discovered that 76 percent of online shoppers prefer to buy products with information in their native language, while 40 percent stated that they would never purchase from websites in other languages.
This stated that this is a 3.6 percent increase over a similar survey carried out in 2012 when 72.4 percent of the respondents indicated their preference for content in their language.
“When targeting consumers, the messaging needs to include local languages to reach that 76 percent that prefer reading in their native language.
“The African continent is the world’s most linguistically diverse. Knowing the languages of your audience is a must when deciding the target translation languages that are the most key to communication. For business-to-business (B2B), business to government (B2G) and government-to-government (G2G) communications, Arabic, English, French, Portuguese and Swahili are key. For business-to-consumer (B2C) communications, the most widely spoken local languages in each country are essential.
“As local languages are in such wide, everyday use, it is imperative for a business to employ them when communicating its message.”
Related
3 hours ago
The Lagos Chamber of Commerce and Industry (LCCI) is deeply worried about the various economic headwinds confronting the stability of the Nigerian economy.
4 hours ago
Worried by the dwindling oil production and the need to drive investments in the nation’s oil and gas sector, the Federal Government, through the Minister of State for Petroleum Resources (Oil), Heineken Lokpobiri, has underscored the imperative of ramping up production as a pivotal strategy to ensure stability in the midstream and downstream sectors of the industry.
4 hours ago
The Nigerian Ports Authority (NPA) is awaiting the Debt Management Office's (DMO) final review and approval of Citibank's $700 million loan mandate, which will fund the rehabilitation of the Apapa and Tin-Can Island ports in Lagos.
1 day ago
A foreign investor at TLG Capitals, Isaac Marshall, has attributed the naira gain to the decision of the Central Bank of Nigeria (CBN) to clear the FX backlog. Nigeria's foreign exchange (FX) reserves have fallen to a six-year low, Marshall said in a statement on his LinkedIn account on Thursday. He stated that this decline…
1 day ago
Stakeholders in the insurance and pension industry have called on operators in the sectors to adopt artificial intelligence (AI) to drive business expansion in the country.
1 day ago
Though it does not have the power to regulate prices, the Federal Competition and Consumer Protection Commission (FCCPC) will deploy an existing legal framework to enforce fair competition and consumer protection provisions to achieve fair prices of commodities.
1 day ago
Inflation in Nigeria is reaching its peak now and will decelerate toward the middle of the year, Director-General of the Budget Office of the Federation, Ben Akabueze, has said.
1 day ago
Nigerian Breweries (NB) Plc has disclosed that the proposed N600 billion recapitalisation scheme by way of rights issue would settle N153 billion outstanding foreign exchange (FX) losses and part of its local bank debt facility.
1 day ago
The International Renewable Energy Agency (IRENA) is seeking a new approach to energy security amidst geopolitical concerns and a push from fossil fuels.
1 day ago
The Chartered Institute of Bankers of Nigeria (CIBN) 2024 yearly lecture, slated to take place on April 23, at the Civic Center, Victoria Island, Lagos, has its theme as "Improving Availability of Credit in the Nigerian Real Economy: The Critical Importance of Liquidity."
×
Get the latest news delivered straight to your inbox every day of the week. Stay informed with the Guardian’s leading coverage of Nigerian and world news, business, technology and sports.
0 Comments
We will review and take appropriate action.