the impact of reaching out to
DESCRIPTION
This presentation is about: -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 recommendationsTRANSCRIPT
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 [email protected]
@MetroWiseUX
MetroWise.info
Windows [email protected]
@WPParent
WindowsParent.com