According to digital media company, Populis and research that it commissioned with economics consultancy, Cebr, brands are failing to capitalise on the spending power of non-English speakers.
With advertisers focused on Anglophones there is a growing gap (opportunity) to tap this bigger market. The research shows how non-English speakers already make up the vast majority (84%) of global Internet users and collectively spend far more than English-speakers.
Other key findings included:
- 1.7 billion of the 2 billion global internet users are non-English speaking
- Non-English speaking consumers spent £225 billion online in 2010, or 60.8% of global online retail sales – £80 billion more than English speakers
- Internet usage rates in English-speaking countries are close to saturation with 73% of consumers online, compared to just 24% in non-English speaking countries
- The average non-English spends an average of £132 per year compared to £457 per year for English-speakers
The research shows that non-English language consumers already account for the majority of online spend and as internet penetration rates rise and disposable incomes in emerging economies increase, they will become even more important.
Here’s a natty infographic that explains the opportunity:
