4 Things To Know About The German Online User
You’re getting ready to go global, and you’ve just realized you know nothing about your international audience. While it is a common theme when small or mid-sized tech companies expand, you can set yourself apart by thinking hard about targeting your foreign market. Do you like websites that treat you like an outsider? Neither do your customers. Even just picturing yourself in your foreign customers’ shoes—and speaking their language—can go a long way. Get ready to market yourself in Deutschland by getting a firm grasp on these four characteristics of German online users.
They Don’t Like Ads
Advertising via mobile platforms is usually a great way to reach users. But not if the users are German. A whopping 92% of German internauts report that they have a negative or neutral view of mobile ads. About two-thirds felt mobile ads were a nuisance. If you’re advertising your tech company in Germany, keep in mind that mobile ads are probably not the way to go. It’s also important to note that nearly one-quarter of German internauts use ad-blocking software.
Price Comparisons Are a Big Deal
Like everyone, German internet users want to get the best price on the products or services for which they’re shopping, and they’re also very savvy about using search engines to do a price comparison. Google is the search engine of choice: your goal is to rank high in Google search results for the right reasons. Be prepared to offer a highly competitive price model and beat your competition to the top of the search rankings.
Security is Key
German users are not keen to offer personal information if there’s no way to verify the safety of a website. If you’re trying to gather information, you need to have a well-trusted security certificate to back you up. Even more than that, you also need to show that your company is trustworthy. Establishing yourself as a great company before expanding to the German market helps tremendously.
You Need to Speak Their Language
Consider this: only about two-thirds of Germans speak English, and less than one-quarter of those who do feel that they are proficient in the language. Many websites rely on Google Translate or other basic translation tools, and there is a lot that’s lost in translation when these tools are used. If you want to make the online experience convenient and positive for a German audience, use high-level translation services like ours to reach out internationally without awkward translations and inaccurate phrases. We’ve written about this before, in case you missed it, here is the link to Why you Should Localize Your Website AND Speak To Your Customers In Their Native Language.
As you go global, your most important job is to find out what your target market wants—and then give it to them. You’ll realize language barriers are serious roadblocks when new to the international game, but you can get over the hump with Unbabel and some research into the habits of German internauts.
BBC, webcertain, The Local
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