App Localisation for Emerging Markets: Why It Matters

Emerging markets present significant opportunities for app developers and businesses seeking to grow their audience. With rapidly growing internet penetration, increasing smartphone adoption, and a young, tech-savvy population, regions such as Southeast Asia, Africa, South America, and parts of the West Asia hold immense potential for growth. However, entering these markets successfully requires more than simply launching an app; it demands thoughtful localisation.

App localisation involves tailoring an app to align with the linguistic, cultural, and regional preferences of specific markets. Here is why localisation is crucial for thriving in emerging markets.

1. Linguistic Diversity is Key to User Engagement

Emerging markets are home to diverse languages and dialects. For instance, India alone has twenty two official languages, while Africa has more than two thousand distinct languages. Localising an app into a region's primary languages ensures that users feel comfortable and understood when interacting with it.

Example: WhatsApp’s success in India can be partly attributed to its localisation efforts, including support for multiple Indian languages like Kannada, Telugu, and Malayalam.

2. Adapting to Cultural Nuances

Cultural sensitivity is vital for creating a positive user experience. An app that aligns with local traditions, values, and social norms is more likely to gain acceptance. This includes not only translating text but also adapting visuals, colours, and features to suit local preferences.

Example: A payment app entering the Middle East might incorporate features aligned with Islamic banking principles to resonate with users in the region.

3. Improved Accessibility for First-Time Internet Users

Many users in emerging markets are experiencing the internet for the first time through mobile devices. For these users, apps with interfaces in their native languages and culturally relevant design elements feel more intuitive and user-friendly.

Fact: Studies show that users are more likely to download and continue using apps that are available in their preferred language.

4. Boosting App Store Visibility and Downloads

Localisation improves app store optimisation (ASO) by incorporating region-specific keywords and descriptions. Localised apps rank higher in regional app stores, making them more visible to potential users. This enhanced visibility leads directly to an increase in downloads.

Example: A gaming app tailored for Argentina with Spanish descriptions and culturally relevant gameplay features can outperform non-localised competitors in the region.

5. Catering to Unique Market Needs

Emerging markets often have unique requirements due to differences in technology infrastructure, economic conditions, and user behaviour. Localisation allows app developers to address these needs effectively.

Example: In regions with slow internet connectivity, optimising app performance for low bandwidth or offering an offline mode can make a significant difference.

6. Driving Revenue Through Personalised Experiences

Localisation directly impacts monetisation. By adapting in-app purchases, advertisements, and pricing models to local currencies and economic conditions, businesses can encourage more transactions and increase revenue.

Example: A streaming service offering affordable subscription tiers priced in local currencies in Africa has a higher chance of gaining paying subscribers.

7. Building Trust and Loyalty

When users see that an app has made an effort to understand and cater to their needs, it builds trust and fosters loyalty. This can lead to higher retention rates and positive word-of-mouth, both of which are crucial for growth in emerging markets.

Fact: Localised apps often experience a 20-30% increase in user retention compared to non-localised ones.

8. Staying Ahead of the Competition

Emerging markets are increasingly becoming competitive as businesses recognise their potential. Localisation gives your app an edge over competitors who may not have adapted their offerings to suit local audiences.

Example: An e-commerce app that supports regional languages and offers payment options specific to the local market is more likely to succeed against global players lacking such features.

9. Facilitating Long-Term Growth

Emerging markets are not just short-term opportunities; they are the future hubs of economic growth and innovation. Establishing a strong presence early by investing in localisation can position your app for long-term success as these markets continue to expand.

Conclusion

App localisation is not merely a feature; it is a necessity for businesses looking to tap into the immense potential of emerging markets. By addressing linguistic diversity, cultural nuances, and unique user needs, localisation ensures that your app resonates with local audiences, driving downloads, engagement, and revenue. Investing in professional localisation services in Mumbai today can help you unlock the full potential of emerging markets, enabling your app to thrive in regions poised for rapid growth. With localisation as part of your strategy, you can truly go global while staying local.