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Online Searching: Italians do it… multiple languages

Don’t worry! This has nothing to do with porn and sexual matherial. It’s just a fun headline to get your attention on a white paper that I’ve recently read and wante to share some of its contents with you.

So, let’s start!

How do people search online?
London-based Greenlight, an independent digital marketing agency offering Search and Social Media services, has recently published an interesting survey [PDF link] covering “Insights into what marketers should be looking for in 2012”, as the subheading tells us.
What I find interesting is the section about people’s habits in doing online searches in a foreign language: 76% look for website that are not published in their own language.

As the chart shows, only 24% of respondents never try to do searches in a different language, while 23% say they do it regularly. Even if personal definition of “rarely”, “often” and “regularly” can differ form head to head, it’s pretty interesting that so many people look up the Internet in a different language, mostly English.


Italy, Spain and Belgium top the chart by answering they search in multiple languages, confirming that English is the (almost) official european language for Web contents.
At the bottom of the chart, you can find English-spoken countries i. e. USA, UK and Canada where 30%-40% of the people look up the Web in a different language only.


Marketing and communication specialists, Computer and IT and Students search in multiple languages the most while people from professional category such as Restaurants, lodgin and tourism, Medicine and healthcare, Education are the least frequent multiple languages searchers.

What about you? Do you perform online search in multiple languages? Tell me in the comments!

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About Matteo Duò

Matteo Duò is a Content Strategist & Digital Consultant in love with Startups, WordPress and Storytelling. He's a freelancer who helps companies and young entrepreneurs communicate their own message in the most effective way toward their audience. You can reach him using this form.

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