Localization's impact on purchasing decisions

Companies that adapt their products to local languages and market needs have a significantly greater chance of selling to international buyers. In 1 September 2008 survey of 351 buyers of business software from eight non-Anglophone countries, research firm Common Sense Advisory (CSA) found a high correlation between purchasing likelihood and localized products. The survey, included business people in Brazil, China, France, Germany, Japan, Russia, Spain, and Sweden.The findings are detailed in CSA's report "Localization Matters". CSA'S Chief Research Officer Donald DePalma explains,"Many firms still debate whether it makes business sense for them to localize their products, mostly because there is a longstanding assumption that people feel comfortable using English. However, this data clearly shows that even when people speak English confidently, they still prefer products in their language.