Independent Study: Localization Report (China)

Challenge

Too often companies do not adopt the proper outreach to international markets. Localized user research helps to determine how local consumers interact with products and services and ultimately how consumers make their purchases. User Centric set out to evaluate sensitivity to language, imagery and other cultural distinctions of 31 Chinese websites of American products, services and brands in six consumer industries: automobile, consumer products, electronics, fast food, service and travel.

User Centric Approach

As a cost-effective and efficient alternative to usability testing, each website was analyzed using a cognitive walkthrough method. The experts examined each of the 31 websites and then rated them based on how well they met 28 different localization criteria, including imagery, language, time and date, weights and measurements and currency.

Results

Of the 31 websites, McDonald’s performed the best with very high ratings for well-localized language, terminology and efficient use of technology. The highest-rated websites in each category were Amway (consumer products), Hilton (travel), McDonald’s (fast food), Citibank (service), Buick (automobile) and Whirlpool (electronics). While it is true that consumers want the availability to purchase foreign products, this study validates localization as an emerging and important business strategy.

Read the full study, Web Presence of US Companies in China: Localization Report of the Impact on the Chinese User Experience.

*Websites evaluated include Amway, Buick, Cadillac, Chevrolet, Citibank, Dell, FedEx, Ford, Haagen-Dazs, Hilton, Holiday Inn, HP, Hyatt, Intel, Johnson & Johnson, KFC, Kodak, Marriot, Mary Kay, McDonald’s, Motorola, Northwest, Pizza Hut, P&G, Starbucks, Unilever, United, UPS, Visa, Western Union, Whirlpool.

(This was an independent study fully funded by User Centric. The companies listed above did not commission or participate in this study.)