We are amazed at what app developers are doing to cater to their audiences. Last night one of the co-workers opened the Play Store to find an application with aesthetic filters that complement the dusky Asian complexion.
Coincidentally, the thought of mobile app localization was running through her mind. While browsing like nerds over the app, what we saw precisely opened our eyes at various levels. It left us fascinated with the idea of reaching out to the users in a very connecting way.
The mobile application Facetune 2 has the models with the most common skin tones in the USA Locale. This extremely dedicated bonding approach won us over. We then researched more to discover that they have created different content and models for Japanese and Russian Locales.
Do you see? Even a person from a technical background gets their installation process done smoothly with mobile app localization benefits.
Studies show that an average human uses up to 9 apps daily. While the internet has spread to the deep roots of the world, the user group for many languages and locales has increased. This makes it necessary for app owners to widen their presence by localizing their mobile app.
So what is App Localization? Why must you push hard to extend your app to other users worldwide? Let’s understand the ABCs and IMPs of it.
What Is Mobile App Localization? - Countries vs Territories
Now, what’s the fun in staying in the well like a frog who thinks that the world is what it sees? Come out of the thinking that most users speak English. Around the globe, 70% of application users don’t speak English. Hence, you need to penetrate markets by utilizing the benefits of app localization.
When you help audiences speaking different languages access your app easily with a dedicated app, that’s app localization. Just as Google provides language support on the phone, that’s service localization. When an app provides its usability in different locales, it becomes mobile app localization.
Countries vs Territories
175. That’s the number of countries that have access to Apple’s App Store with 40 languages and 140 countries with access to Google’s Play Store across 50 languages. Now, most Austrians speak German, while more than 40% of Austrians speak English. Germany and Switzerland also speak German as their primary language.
Do you concur with what that means? It points out that you don’t need to list your mobile application in 175 countries but in 40 territories that speak or understand the same languages. Or, in Android Apps case, 50 of them.
The users will connect well with your app if you serve them with their native language instead of being in an illusion that all the people know and love all English. In America itself, there is a high number of Spanish speakers and lovers.
Let’s see which languages are most loved by the audience when they use an application.
Top 10 App Localization Languages
The given data is for the locales where an app needs to convert their app for the user’s better experience. Take notes.
It will be useful.
Given that the audience installing these apps, especially localized for them, even pay. Albeit, it generates revenue for the app owners.
Think App Localization is Just Translation? Think Again
Now that you know what the linguistic differences are, let’s get on the rails and put one more station away. App localization doesn’t just mean changing the language of your content and shooting the app in La La Land to sing a successful melody for you.
When you have to blend into a place and its people, you need to understand the culture of that place. When you decide to localize an app, it is necessary that you get a fine understanding of the culture to put a better version of your app with thoughtful and worked-on contexts in front of the users. This helps you make a personal connection with the users.
Suppose you use the color red with your textual data in-app screenshots; the Koreans don’t like it. They consider it an unlucky color.
Localization doesn’t only mean molding your textual data and the app store listing but you will also have to consider what images you are using (to be precise, the visual data) to deliver your brand identity and app user experience.
You may have heard of Facetune 2. At least at the start of this blog. The Facetune team has done formidable work when it comes to app localization. The models they have used for Locale differences, like Japanese and Russian, are insightful and helpful.
The retouching app for beauty camera users helps them to edit photos and retouch facial features. Putting their base identity aside, they decided to go with the colors, models and languages that would suit those geo-locations better.
Look over these photos to understand how Facetune 2 has made several changes in its app listing pictures.
Photos Put Up on App Listing for US-English Territory
Photos Put Up on App Listing for Russia-Russian Territory
Photos Put Up on App Listing for China-Chinese Territory
Photos Put Up on App Listing for Japan-Japanese Territory
Did you find the differences? Some obvious and some fine ones? If you look closer, you will find that:
- Russia-Russian territory doesn’t have a navigation bar.
- The placement and design of the navigation bar are modified for the Japan-Japanese territory
- The list of filters in US-English territory and China-Chinese territory are different. the languages are different with ideal placement of text or all the app screenshots for respective territories
The above points also apply to customizing all the other Localized mobile apps and games. By incorporating these parameters into your Localization Strategy, you can benefit and grow your audience.
What Benefits Do App Owners Get With App Localization?
We get it! You already have some idea of what benefits you can get with the localization of mobile applications. We assure you it’s just the tip of the iceberg.
Be it increasing your customer base, taking your message or a solution of a problem to a wide range of locales, the users using your app will always feel connected when they see something as their own in their language.
- Growth: App localization and growth are parallel with each other. You get to solidify your presence in 175 countries.
- Reach: You can get touched by more thumbs by making the app accessible and available in more countries/territories.
- Connection: You connect better by delivering your brand message effectively and letting customers know that you respect their locality and preferences.
- Create Community: Localizing your app makes your presence so well that once you hit the success tone, you have your community over various patches on the globe.
- Customer Loyalty: Keep providing value to the audience once you have your community. Your loyal customer/user base will strengthen since 65% of people want the content to be in their language.
- Earn Money: If you need an app in a specific geo-location and you fulfill it, the audience will also buy your app, given the intensity of the task is higher.
The benefits are not limited to what is written above. Things always get better when you connect with the users in their own customs or ways. The world is huge and millions of apps are available. So, which are the most localized categories? What apps are localized the most?
Most Localized App Categories and Examples
What kind of apps do people usually need to localize? It is a thoughtful question since not everyone needs every app. Let’s see which categories of apps need the most localization.
Top 5 Categories Along With Examples
Most localized categories include the apps and games that are most popular. Since the world plays it all together, the communities may start having FOMO, so the app or game owners launch either or both in their respective languages.
Not so hard to guess or believe, eh? Indeed, messaging apps have been life savers considering the digital revolution.
There are over 318K apps for Messaging and Business communication. Businesses also use apps for their internal communication.
Examples: Slack, Instagram, Snapchat
Beauty Camera Apps:
Since the audiences have different skin tones in varying continental conditions, the app owners need to localize mobile apps.
There are over 23K Beauty apps available for users.
Some examples can be IPSY, Sephora and Sally Beauty
Whether you find a date or a taxi, all of it comes into the lifestyle category.
159K apps are available to help users live the lifestyle they desire.
Apps like Uber, Tinder, and AirBNB are some examples.
Entertainment and Gaming Apps:
Children and adults speak and understand different languages. Hence, the need for application localization arises.
Over 660K Entertainment and Gaming Apps are available to download and savor.
Prime examples are Netflix, Fortnite, Amazon Prime and Disney+.
An American would primarily want to read English news, whereas a German would want to read the news related to Germany in the German language. This makes it necessary to make apps accessible in geo-location desired language and design.
Roughly 52K News and Magazine apps cater to news and updates for the users.
Feedly and Reddit are strong examples of the same.
Most Localized Territories and Languages
The world has 4.32 billion people using the mobile internet. This population comes from various countries and languages. Let’s see which languages and countries are used for most mobile app localizations.
1) English - The Worldly Language:
60.4% of all content on the internet is English. The below map shows data on the number of people who speak English around the globe.
USA, UK, Australia, Canada, and India are the most English user communities worldwide. These countries also use iOS and Android devices in vast numbers.
2) Chinese Mandarin - Most Spoken Language:
China is expected to become an economic leader by 2050. You can tell yourselves how necessary it is to localize your app in a Chinese Locale.
3) Hindi - The Foremost Indian Language:
Out of 1.4 billion people living in India, 80% speak Hindi, and around 125 million speak English.
In the recent rise of the Indian economy, Hindi has planted its place. You should start thinking about mobile app localizing in Hindi if you haven’t thought about it already.
Also, remember that Android leads the way in India, with 95% of the population using an Android phone. Once through with the Hindi Locale, you can translate the app into other Indian languages, costing one-third compared to European languages.
4) German - The Horse Of European Industry:
Although only 85 million people speak the language worldwide, the countries that use the German language have large economies compared to other countries.
Hence there’s no doubt that you will have to localize your app in German Locale.
5) Spanish - The Speedster At Growth:
Spanish speaking population in America is increasing. With 41 million people using the language, comprising 13% of Americans.
Arabic, Russian, and Japanese are other languages used worldwide in different Locales.
App categories and locales are fine. But does your app need to be localized? How do you know if you should really localize your app?
Should You Localize Your App? If So, When?
Let’s understand in brief when you should be localizing your mobile app.
- When you want to grow globally.
- When your app solves problems that the larger mass has.
- When you want to save the development cost.
- When you want your app to land in the suggested apps category (Most apps get suggested when they are in the native language of the Locale.)
- When you want to go Viral.
Your Search For Mobile App Localization Ends Here
So, without a doubt, mobile app localization brings in growth for your app. You can make a place in the audience's heart with effective translation and culturally touching app listings.
Moreover, what is necessary is that your app gets the help and platform like AppsHive which helps you optimize your listings for localization. The platform allows you to list your app on country and city based listings (i.e Best dating apps in the US, Best Stock Trading Apps ) so that you can target your preferable location for your app.
We hope this article was helpful to you in understanding App Localization in detail.