Number of Languages Necessary to Reach 90% of Online Audiences around the Globe Climbs to Twenty-one New research from

Common Sense Advisory details must-have languages for global b rands and online information services and updates its metrics on the economic cl out of the top 30 online languages. Boston, MA How many languages does it take for global businesses to stay competi tive online? According to independent market research firm Common Sense Advisory , a minimum of 13 languages that now include Arabic, Russian, and Swedish. The f irms latest research brief, titled ROI Lifts the Long Tail of Languages in 2012, up dates its metrics on the economic clout of the top 30 online languages across 21 8 countries and territories. "Monolingual websites fail to reach even a quarter of the worlds internet users i n their preferred language. It takes 12 languages to reach 80% of the worlds onli ne audience and 21 to reach 90%, explains Common Sense Advisory senior analyst Be n Sargent. We expect this number to continue to grow as the long tail effect exer ts its inexorable influence in the years ahead." The free report includes detailed calculations, metrics, and concepts applied to 218 countries and territories and 84 languages. It covers: * Number of online speakers of a given language, across all countries where spea kers comprise a meaningful share of the populace. * The economic potential of commercially important language populations, both on line and offline. For example, the 204 million Spanish speakers online in 24 cou ntries have a combined spending power of US$3.5 trillion. The firms research shows the potential ROI of translating into additional languag es is much improved due to increased access and the expanding influence of digit al content on daily life. Further, it concludes marketing planners should recogn ize that the greater effort entailed in translating into more languages is offse t by increased benefits from expanding e-GDP values for each translation done. Companies are learning that if they want to achieve higher levels of internationa l revenue, their web presence must be multilingual, Sargent observes. In the past two years, the addressable economic potential using online communication has ris en from US$36.5 trillion to $44.6 trillion. Only a third of that total is addres sable in English as a native tongue." The research brief includes four detailed tables: * The 13 languages it takes to address 90% of world online wallet * Results for the top 20 countries in 2012, sorted by share of world online wall et * The top 30 languages in 2012, sorted by share of world online wallet * The 16 most dynamic languages in terms of e-GDP and world online wallet growth ROI Lifts the Long Tail of Languages in 2012 is available for free with registrati on at http://www.commonsenseadvisory.com/AbstractView.aspx?ArticleID=2899. Comple te tables for all 218 geographies and all 84 languages are available as a part o f the firms research membership. About Common Sense Advisory Common Sense Advisory is an independent market research company helping companie s profitably grow their international businesses and gain access to new markets and new customers. Its focus is on assisting its clients to operationalize, benc hmark, optimize, and innovate industry best practices in translation, localizati

on, interpreting, globalization, and internationalization. For more information, visit: http://www.commonsenseadvisory.com or www.twitter.com/CSA_Research. Contact: Melissa C. Gillespie Common Sense Advisory Boston, MA +1 978-275-0500 melissa@commonsenseadvisory.com http://www.commonsenseadvisory.com