Independent market research firm Common Sense Advisory (CSA Research) recently analyzed the online language behaviors and preferences of this Millennial generation, as well as the three generations that precede them, in ten non-English-speaking countries.
The goal: to determine whether this group behaves any differently from their older counterparts when they encounter non-native language products and websites. To accomplish this, the firm made detailed comparisons between Millennials, Gen-X, Mid- Century, and older generations. The study was based on a survey of more than 3,000 global consumers in Europe, Asia, and South America. The results are detailed in the report: Millennials Around the Globe: How Audience Age Affects Global Content Strategy.
The ten-nation survey, which included Brazil, China, Egypt, France, Germany, Indonesia, Japan, Russia, Spain, and Turkey, was conducted in the official language of each country. Specifically, the research assessed online language preferences and their subsequent impact on purchasing decisions. Factors including nationality, English-language proficiency, global brand recognition, and the ability to conduct transactions in local currencies were included in the study.
Data from the survey shows that Millennials are more tolerant of English-language content than older generations. However, in most cases, the majority of 18-to-35-year-olds follows the lead of the entire survey sample and favor content in their own language. These findings are consistent with those from CSA Research’s 2014 study, in which the firm found that even the most confident in their English-language skills prefer their local language when it comes to researching and buying goods and services online.
CSA Research Chief Strategy Officer and lead report analyst Don DePalma states the findings of this study have great significance to global businesses. "A person’s age is one of the many variables that companies can factor into their marketing plans and customer experiences. This report gives them solid data that they can use to tailor their content strategy to the behaviors and preferences of different generations across a range of countries on four continents."
The reports are published as part of the firm’s research membership. For more information, visit www.commonsenseadvisory.com.
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