the impact of reaching out to

The Impact of Reaching out to Non-English Speaking

Windows Phone Markets

A Quick Overview

A Little Bit About Me

• User Experience Specialist

• Windows Phone Designer/Developer

• Native Spanish Speaker• Family-Friendly App

Promotional Platform Founder

About Windows Parent

• First promotional platform for Windows Phone and Windows 8 app that specializes on kids and parenting apps

• Founded 2 years ago• Worked closely with over 200 developers

around the world to promote their apps on-line, Windows Phone apps and Social Media

• Offer services to developers for promoting their apps

About Windows Parent

My Apps

English Apps Spanish Apps

App Discovery by Windows Phone Parent

The Three Vampires

Buscador de Apps por Familia Windows Phone

Los Tres Vampiros

What is this presentation about…

• Share my finding regarding Windows Phone Spanish-speaking markets

• How English apps contrast with Spanish apps in regards to language

• How does English social media reach compares to the Spanish social media

• A few recommendationsWhat it isn’t about…• How to localized your app

Data Overview

• 3 months of data:– November 1st 2013 to January 31st 2014

• Data from:– Apps downloads– Apps instrumentation– Facebook– Wikipedia

APP DOWNLOADSData from Dev Centre

English vs. Spanish Apps Downloads

41%59%

English apps

Spanish apps

Spanish Speaking Countries vs. The World Downloads

49%

6%2%

43%

Latin America (ES)

Spain

US (ES)

Non-Spanish Speaking Countires

Spanish Speaking Market Distribution

UruguayHonduras

BoliviaDominican Republic

NicaraguaPuerto RicoEl Salvador

ParaguayVenezuelaGuatemala

EcuadorCosta Rica

PeruChile

SpainColombiaArgentina

Mexico

Spanish Speaking Market Distribution

17%5%

5%

4%69%

Mexico

Argentina

Colombia

Spain

Other Spanish Speaking Country

User Language Settings

48%34%

8%11%

SpanishEnglishPortugueseOther

App Language & User Language

English Apps Spanish Apps

76%

2%

22%

English UsersSpanish UsersOther Users

78%

5%

17%

Spanish UsersEnglish UsersOther Users

App Language & User Language

English Apps Spanish Apps

27%

11%

6%

56%

German Users PortugueseFrench Users Other Users

66%

3%2%

29%

Portuguese FrenchItalian Other Users

Localization vs. App duplication (other language)

- What language users would I have attracted?- Would I have lost the German speaker or the

Portuguese speakers?- What about Cultural Fluency ? …. Cultural what???

Cultural Fluency

• Just as user-centered design transformed technology in the 1990s and early 2000s, cultural fluency needs to transform it today: user experience (UX) design that’s familiar enough with a user’s cultural background to meet him or her halfway.

Cultural Fluency

• Cultural fluency demands abandoning the idea that functionality is a universal language, and that “good UX” is culturally agnostic.

• Consider the use of gestural interfaces in a world where gestures mean very different things in different cultures. Or using scrolling for timelines when time horizons (among other culturally sensitive dimensions) represent different values to different societies. Even the idea of touching our screens is a culturally sensitive UX action.

APP USAGEData from App Instrumentation

New Users Map

English App Spanish App

A new user is a user who has just started using the application. Users are identified by unique phone IDs to ensure that a user is in fact a unique new user and not just an installation.

Sessions Distribution

43%57%

Spanish App

English App

Active Users

41%59%

Spanish App

English App

An active user is defined as a user that has had a session with the application on a monthly basis.

Overlapping Users

41.3%

58.4%

0.356%

Spanish App

English App

Both Apps

Category Interest by Language

English App Spanish App

Download Distribution between Apps

Baby Toy Phone - Musical Babies Game Free

Jigsolve Me!

Michael's Math Zoo

mazoocard LITE

English AppSpanish App

Devices Used by Different App Users

English App Spanish App

App Session Languages

English App Spanish App

SOCIAL MEDIAData from Facebook

Daily New Likes

89%

11%

Familia WindowsWindows Parent

Daily Page Engaged Users

68%

32%Familia WindowsWindows Parent

Daily Total Reach

75%

25%Familia WindowsWindows Parent

Daily Total Impressions

77%

23%Familia WindowsWindows Parent

SOME OTHER CONSIDERATIONS

Most Spoken Languages

Most Spoken Language On-line

Spanish is Big in The US

12% of the total US population speaks Spanish

Windows Phone is big in Mexico

Conclusion

• 59% of my app downloads came from my Spanish apps

• 49% of my app downloads came from Latin America

• My English apps had more users and sessions• Spanish App Facebook was most effective• It’s worth considering the Spanish Speaking

market when developing on Windows Phone app

… take away!

• Make your app available to all markets (if possible)• Prioritize localization at an early development

stage• Invest in localization• Reach out to non-English speaking blogs and

media• Consider duplicating your app in a different

language (when it makes sense)

Q&A

Thanks!

Sandra Searssandracsears@gmail.com

@MetroWiseUX

MetroWise.info

Windows Parentinfo@windowsparent.com

@WPParent

WindowsParent.com