Business

Move ahead of English, It’s time to Go Local! 

Won’t you be more comfortable to read an article in your native language? What would you chose if given an opportunity to pick a content of your desired language?

Today, there are 122 major languages and 1599 other languages in India. And English is only a mere language in a country which loves to speak their native language day in and out.

Publishing stories in local languages 

In India, largest number of newspapers and periodicals registered are in Hindi with a figure of 32,793 whereas English is only 11,478.

Now, if you are an Indian publisher, you must realise that English content alone would not suffice. You can connect with a very minor percentage of people speaking in English.

If you want to connect with the readers of the entire country, think of the millions who are disconnected from the universal English language.

These are the readers you need to attract right now!

Any content, online or offline, is enticing when read or viewed in local language

India as a country has a literacy rate of 74% of which only 30% can read English while the rest devour content in native language. Every day, more than 70,000 daily papers are printed out of which 90% are either in Hindi or other vernacular dialects.

Now, take a look at the widespread consumption of digital content in native language. The numbers listed below in the graph shows 201 million Hindi users, thus making 38% of total internet user base, followed by the percentage of other local languages spoken. This is a whopping percentage to consider if you are an Indian Publisher!

The Indian language users by 2021
Source - https://d1u4oo4rb13yy8.cloudfront.net/yzvqueplsm-1493721674.png
Internet user base of India
Source - https://d1u4oo4rb13yy8.cloudfront.net/jqsnzcwyry-1493722855.png

Analyse why the native language is important digitally, it is the right time now!

English is largely used language on the internet. However, Google data shows 94% development rate for Hindi content utilization. Today, Google recognizes languages like Gujarati, Marathi, Bengali and Tamil among the others. With more than 460 million internet users in India, all worldwide online platforms have understood the fact that if they don’t go local now, they may soon lose their importance.

Publishers, going local will help you and the internet grow

The Internet and Mobile Association of India (IMAI) has recently stated that the local content can boost the growth of the internet by 24%. And understanding the significance of the local content can help the publishers to perceive the opportunity fantastically.

Below is a graph stating the current acceptance of local language content and the future growth of the internet. The sooner you design your brand content in the regional language, the faster you can reach the non-English speakers and readers.

The different language percentages in India
Source - https://marketing.timesinternet.in/pdf/tifm-language-infographic.pdf

Regional language will always drive more traffic

English content makes up the major share for a publisher worldwide. But if you are in India, there is an entire space who totally devours content in their local languages, thus, becoming your vital target audience. When you promote and advertise your brand in regional language, it builds an emotional quotient with your audience. Hence, it enhances your website traffic and business simultaneously.

Below is the data representing the percentage of local language widespread and its acceptance. This will give you an idea of how important regional language content is while building a brand amongst Indians.

City wise bifurcation of languages in India
Source - https://marketing.timesinternet.in/pdf/tifm-language-infographic.pdf
Genre wise bifurcation in India
Source - https://marketing.timesinternet.in/pdf/tifm-language-infographic.pdf

Engagement quotient of a reader increases when the language is personalised

Regional language will help you get your brand advertised in front of your clients and engage them to the fullest. You will not be able to reach all the areas with the same dialect, but attempting to use a neighborhood dialect for advancement is not a terrible thought! This method of approaching the clients will help you make a stronger reach.

Below data shows the percentage of regional content users as per their age. Publishers can now create attractive content depending on the age group in local languages.

Age wise bifurcation in India
Source - https://marketing.timesinternet.in/pdf/tifm-language-infographic.pdf

You can easily attract the ‘always using mobile’ and the ‘not an English internet’ users

A large portion of the internet users are from various places conveying the message in regional language becomes mandatory. In order to attract this reader segment, you must not only be present in their native language but also on their phones. Strive towards creating an application which would cater to their needs. Let them feel comfortable not only while engaging with your content but also in the comfort of their device.

Representing you the percentage of mobile users for regional language content and the size of the market that you can cover, which includes both internet and non-internet users.

Device wise local language preferences
Source - https://marketing.timesinternet.in/pdf/tifm-language-infographic.pdf
Depiction of regional languages in India
Source - https://timesofindia.indiatimes.com/how-regional-languages-can-boost-internet-adoption-in-india/articleshow/63432773.cms

To our surprise, there are more than 205 million users who are ready to be on the internet only if the content is offered in regional language. Publishers, this is your target audience to reach!

For creating and advertising your content in multiple regional languages, a CMS which supports this diverse feature must be considered.

Quintype, one of its kind CMS is exceptionally built to cater the publisher’s multilingual content needs. We help you experience an easy publishing process for translatable content with more than 150 language support and updates for your team.

Get in touch with us for a free demo at sales@quintype.com.

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