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Millenials Don’t Necessarily Want to Buy in English
July 8, 2014 - By: - In: In the News / Awards, Language, Localization, Multilingual Web, Translation - Comments Off on Millenials Don’t Necessarily Want to Buy in English

The Millenial Generation was born between 1980 and 2004. For better or for worse, a lot has been written about these Millenials (or should I say, us Millenials). How they’re confident and open-minded, as well as narcissistic and lazy. How they’re tech-savvy and obsessed with social media. How they’re team players and multi-taskers. How they seek work-life balance as well as work that matters. How they get along with their parents, are delaying marriage and have a hard time finding a good job. How they’re educated and ethnically and racially diverse. How they want to choose how and where they access movies and content. How they want to choose what language to consume in.

If you’re in business, an important question is: Do you speak Millenial? (I’m not talking about Internet speak here.)

A significant percentage of Millenials in English-speaking countries speak a language other than English at home: 1 out of 4 in the United States and 1 out of 3 in the UK and Australia. According to SDL, a bit less than half of those Millenials are more likely to buy if addressed in the other language. Millenials have money to spend and a number of them will spend it when businesses cater not just to their needs, but to their language preferences.

Some ways that businesses can cater to Millienials’ language preferences are:

  • Have your website available in multiple languages.
  • Offer product and service information in a variety of languages.
  • Provide customer service or after-care in multiple languages.

If you don’t know what languages your consumers speak, ask them! Depending on your products and where you sell them, you may find your consumers overwhelmingly speak Spanish or Chinese for example, or even that they speak a variety of languages you wouldn’t have guessed.

The bottom line is that Millenials are still fairly young, so it will pay to cater to them as consumers for a long time to come. And that’s not just Millenial narcissism talking.

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