Until very recently, access to computers and smartphones in India was limited only to the well-educated, wealthy, and English-speaking minority. While India is home to many of the world’s longest-standing top tech conglomerates and startups, only 22 percent of its population had access to the internet in 2015.
Since then, India has seen dramatic changes. Consumers of an assortment of demographics from all over the country can now watch an ad for a product on TV, order it online using their phone, and have the item delivered to their doorstep within days. This was unheard of two years ago, when gaps in network coverage, affordability, and even gender discrepancies associated with mobile use simply wouldn’t allow it.
Although this market has become an amazing opportunity, companies targeting India are tasked with adapting their content for a highly diverse set of cultures and languages. This led Lionbridge, after a 13-year presence in India, to expand our in-country expertise and Indic language services to include offerings such as localization, testing, eLearning development, and content creation.
Our new whitepaper, How to Reach India’s Next 300 Million Mobile Consumers in Their Language, explores India’s linguistic diversity challenges and how to resonate with its local markets. The following infographic provides a good overview of some need-to-know data.
How to Reach India’s Next 300 Million Mobile Consumers
Following a recent boom in mobile adoption and e-commerce, India is now one of the fastest-growing markets on the planet.
This thriving consumer base has attracted many western tech, mobile, and consumer product brands, prompting an urgent need to provide India with online services in its local languages. But even for the most experienced localization buyers, India’s emerging localization supply chain presents more than a few roadblocks.
One to watch
India’s 452 million internet users are expected to inflate by 41% to 636 million by 2021.
Fueled by TV and rapid mobile adoption, India’s $16bn e-commerce market is set to grow 55% in 2017.
Mobile users are expected to rise to 730 million by 2020, becoming the third largest smartphone market behind the U.S. and China.
At a growth rate of 7%, India has now overtaken China as the world’s fastest-developing economy.
India isn’t only the fastest-growing market—it’s also the most linguistically challenging with its diverse cultural and linguistic makeup.
Localization tools have only partially addressed localization challenges. They’ve solved technical issues and introduced language technologies, such as machine translation and translation memory (TM), but India lacks educated linguists to deploy them.
22 major languages, 13 different scripts, 720+ dialects
Speaking to consumers in their language
Direct access to linguists is the only way to ensure quality along the localization supply chain.
Companies looking to expand into India need to develop tailored strategies to approach Tier 1, 2, and 3 consumers in their local language. To deliver consistent messaging, they will require a localization partner who is intimately familiar with each region, plus in-house linguists with in-depth product knowledge.
To learn about India’s unique consumer behavior patterns and how to devise marketing strategies for specific markets, download our whitepaper.