The Next Localization Frontier: Designing Culturally Customized Web Sites Dr. Nitish Singh: All Rights Reserved 2006

Global Web All Rights Reserved 2006 It is expected that by 2006 global e-commerce sales will reach $12.8 trillion. US will account for less than 58% of total Global Online sales. US only accounts for 185 million Internet Users today. In comparison Global Internet population is 1.08 billion users and by 2010 it will reach 1.8 billion. Today almost 65 percent of Global Internet users are non-English speakers.

What is a Culturally Customized web site? A web site that reflects complete “immersion” in the culture of the target market. perceptionsymbolismbehaviorA web site that addresses three levels of cultural adaptation: perception, symbolism, and behavior. A web site that that goes beyond simple translation, and cosmetic adaptation when targeting different countries and/or cultures. In short, Cultural Customization begins where basic “localization” ends. All Rights Reserved 2006

What Do You See? All Rights Reserved 2006

Perception of Images All Rights Reserved 2006 Western and Eastern people look at the world in different ways, according to University of Michigan scientists. Researchers compared the way Chinese and US students viewed photographs of animals or inanimate objects set against complex backgrounds. The results were startling!

Perception of Color All Rights Reserved 2006 Americans and Asians were asked to visualize the following: A lady dressed in white, in a house of worship 89% of Americans: A bride at the altar

Perception of Color All Rights Reserved 2006 Americans and Asians were asked to visualize the following: A lady dressed in white, in a house of worship 92% of Asians: A widow in prayer

Perception of Symbols

The Biggest Blunder! The Biggest cultural blunder- is to ignore the importance of culture in web design. Our research across several countries (all discussed in the book) reveal that web site cultural customization leads to: Higher web site usability, accessibility, and interactivity. A more favorable attitude toward the site. A state of “flow” and browsing comfort. Increased purchase intentions which eventually impact you ROI All Rights Reserved 2006

It is Not a Luxury! All Rights Reserved 2006

Types of Web Site Customization Standardized Web Sites A single site serves all customer segments (domestic and international) Semi-Localized Web Sites A single site serves all customers; however, contact information about foreign subsidiaries available for international customers. Localized Web Sites Country-specific web sites with language translation for international customers, wherever relevant. Highly-Localized Web Sites Country-specific web sites with language translation; they also include other localization efforts in terms of time, date, zip code, currency formats, etc. Culturally Customized Web Sites Web sites reflecting complete “immersion” in the culture of target customer segments; as such, targeting a particular country may mean providing multiple web sites for that country depending on the dominant cultures present.

Web Sites of US Multinationals: A Survey of Web Customization Survey based on a sample of 307 US multinationals in Forbes 900 (see book for details of this study). S: Standard Web Sites (7.49%) SL: Semi-Localized Web Sites (28.66%) L: Localized Web Sites (35.17%) HL: Highly Localized Web Sites (28.66%) CC: Culturally Customized Web Sites (0%)

The Basis For Cultural Customization All Rights Reserved 2006 The basis for cultural customization of web sites is a theoretically-sound, empirically- validated framework built on specific cultural values that account for similarities and differences across global cultures.

Cultural Values All Rights Reserved 2006 Cultural Values Individualism- Collectivism Power Distance Uncertainty Avoidance Masculinity- Femininity

Cultural Values A belief in the importance of the goals of the individual (individualism) versus the goals of the group (collectivism). In individualistic cultures, the needs, values, and goals of an individual take precedence over group goals; the opposite is true for collectivistic cultures. A belief in authority and hierarchy. Cultures high on power distance accept power and hierarchy in the society and are low on egalitarianism. All Rights Reserved 2006 Individualism- Collectivism Power Distance

Cultural Values The importance of predictability, structure, and order (high uncertainty avoidance) versus a willingness for risk-taking and an acceptance of ambiguity and limited structure (low uncertainty avoidance.) People from cultures high on uncertainty avoidance tend to have low tolerance for uncertainty and avoid ambiguous situations. A belief in achievement and ambition (masculine) versus a belief in nurturing and caring for others (feminine). Masculine cultures value assertiveness, material possessions, and success, while feminine cultures place more value on helping others, preserving the environment, quality of life, and nurturance. All Rights Reserved 2006 Uncertainty Avoidance Masculinity- Femininity

Pan-American Global Web Culture? All Rights Reserved 2006

Cultural Map-1 All Rights Reserved 2006

Web Features-1 All Rights Reserved 2006

Cultural Map-2 All Rights Reserved 2006

Web Features-2 All Rights Reserved 2006

Cultural Customization Score Card Given the target country of a web site, we can quantify (in the form of a “scorecard”) the extent of cultural customization of that site. We use “content analysis” (a specific statistical technique) to measure the degree to which the web site has features consistent with the target country’s cultural values. The scores listed in the scorecard can judged as follows: – >90%= Excellent Customization on Cultural Value –70-89%= Good Customization on Cultural Value –<70%= Poor Customization on Cultural Value The scorecard provides a “snapshot” diagnosis of the level of Cultural customization (or the lack thereof) for the target country, presently exhibited by that site.

Cultural Customization Score Card

Examples What collectivist feature is being used here to hit the sweet spot?

Family Theme

What Individualist feature is being used here to hit the sweet spot?

What feature is being used here to lower uncertainty and hit the sweet spot?

The Indian Site has pictures of its brand ambassadors to hit the sweet spot of Indian consumers?

Excite Japan: Devoted exclusively to women (

Reverse Sexism Scooter for Men Scooty for Women!

Take A Cultural IQ test All Rights Reserved 2006

Localization Certification Program June 12 th -14 th 2007 Localization Project Management June th 2007 Contact Info: Dr. Nitish Singh California State University, Chico (530) / Localization Certification: