When the web was young, most websites were in English. This wasn't exactly surprising. After all, the web first emerged in the United States in a big way and was its largest initial market.

Over time, of course, the web has come to bring the world closer together and in turn, give companies anywhere in the world opportunities global in size.

For many companies, that meant moving beyond the English language to reach customers and stakeholders in their native tongues.

Today, mobile sort of resembles that early web. Yes, you can find apps and mobile websites that aren't in English, but by and large, the number of them that have been localized seems relatively small.

That soon may change, however, as iOS and Android adoption grows outside of North America. According to mobile ad network Flurry, that adoption is occurring quite rapidly.

In a blog post, it notes that in January 2011, over half (55%) of the app sessions it tracked across iOS and Android devices came from the United States. 28% came from the next nine most prominent countries in terms of usage, and the rest of the world was responsible for just 17% of app sessions.

Fast forward to October. The United States now accounts for less than half (47%) of iOS and Android app sessions. Sessions from the next nine countries have jumped to 31%, and the rest of the world's share of app sessions has grown to 22%. Making the growth all the more impressive is that absolute sessions in the United States doubled during this period.

In other words, despite rapid growth in mobile app usage in the United States, other countries are growing so fast that the U.S. can't hold on to its relative share.

Leading the charge is China. As Flurry notes, it has a population of 1,3bn people, and many of them are quickly coming to love mobile apps. How much? Between January and October of this year, Flurry has seen the number of app sessions in China grow by a whopping 870%. But it's not alone: Argentina, Israel, India, Saudi Arabia, Brazil, Belgium, Thailand, Russia and Taiwan have all seen growth during that same period exceeding 325%.

This means one thing: localization will be more and more important to mobile app developers as the opportunities to court audiences outside of the English-speaking world explode.

Of course, it's important to note that 'localization' means far more than just 'translation.' Good localization always goes beyond words and looks at culture and local conventions. That may be even more important in the mobile space given the complexities that are often present in creating compelling experiences on devices that are at the same time intimate and somewhat limited.

The challenges and investments required to be successful globally as an app developer could be significant for many developers, but the rewards will no doubt be even more significant as mobile devices have the potential to reach far more consumers.

Patricio Robles

Published 3 November, 2011 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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Comments (4)

Peter Bordes

Peter Bordes, Executive Chairman & Founder at oneQube

Patricio very good post and agree on all fronts that global localization is a big next gen for apps that leverage real-time web to generate better connections to info, products and services.

a perfect example of this is http://www.LocalMind.com which sits on top of the checkin services and creates a real-time communication layer. You can ask questions and or get info from people checking in to a restaurant or concert "how longs the wait" or "are tickets sold out" and get answers immediately...

Worth taking a look at and a good example of the power of localization + intelligence in mobile.

almost 7 years ago



Very interesting article. As support staff for ICanlocalize as well as dedicated localizor, we can see on a daily basis new apps being translated, localized or even re-translated. Developpers now also understand a Google-type translation of their app is a disservice and that excellence in localization is a must if you want to spread your wings (and earn some deserved $$) across many more countries. From games to utilities, localization is the way to go if you want to reach the non-English speaking communities. And if one still thinks "everybody speaks English", he will for sure miss the train on that one!

almost 7 years ago


apala lahiri chavan, Chief Oracle and Innovator, HFI

i am so glad you mentioned the fact that localization is much more than just translation. this critical aspect is so often ignored.
i also feel that in the emerging markets, there are entirely 'new' kinds of technology users who, in spite of lack of formal education and resources,are very innovative users of mobile phones. There is an entirely new genre of apps waiting to be made for them.

almost 7 years ago


Marja Toivonen

Additional viewpoint: mobile app development also takes place in "out there", in non-English markets.
This may change the localization logic: no longer large apps that are retrofitted/translated/localized for global distribution, but apps that are from the beginning developed for their local markets.

(To clarify: I'm not arguing with your point)

about 6 years ago

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