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JupiterResearch Launches New Coverage Area; Web Globalization to Help Companies Take Their Sites and Brands Global

Posted on: Monday, 8 October 2007, 09:00 CDT

JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies, predicts that by 2011, the United States will represent just 16 percent of the global online population, down from 19 percent in 2006. In recognition of this trend, JupiterResearch is launching its newest coverage area focusing on Web Globalization. Topics to be addressed include translation, localization, globalizing brand campaigns, budgeting for globalization, international search, user-generated content in international markets and the market for global content within the United States.

JupiterResearch's first report through its Web Globalization coverage area addresses the US market for international content. JupiterResearch has recognized a growing trend among online users in the US interested in global content: some 10 percent of the adult online population - 17 million adults - have both accessed content originating overseas and translated content into English. "Demographic Profile: Understanding the US Globaphile, 2007," identifies the tendencies of such consumers, characterized as young, urban, male, and residing throughout the United States.

"This group is important to marketers because they are avid consumers - and influencers - of media," explained Zia Daniell Wigder, who will be leading the Web Globalization team for JupiterResearch. "Globaphiles consume far more books, DVDs, and CDs than the average online user; they're also more likely to access most news sources. This media consumption leads to influence: globaphiles are much more likely to influence others' consumer electronics, movie and music choices than is the average online consumer."

According to the report, globaphiles are active online, outpacing the average online consumer by a 2:1 ratio when it comes to reading blogs, using social networking sites, and posting comments online. Companies aiming to create online communities or increase levels of user-generated content on their sites should eye the globaphiles as a key constituency.

"There is a consistent and increasing interest among US online users in accessing content from other countries. For this reason, it is crucial to focus on how this trend continues to emerge so that we can offer strategic counsel in keeping with the JupiterResearch mission," said David Schatsky, President of JupiterResearch. "Zia's international background lends itself to the strength of our globalization team. She will be supported by JupiterResearch analysts in the US and abroad who bring a broad range of experience to this effort."

The complete findings of this report are immediately available to JupiterResearch clients online at www.jupiterresearch.com. For details on JupiterResearch's methodology, visit www.jupiterresearch.com/bin/item.pl/methodology or email press@jupiterresearch.com to request a detailed methodology statement. For additional information on this report or JupiterResearch's Web Globalization research service, visit www.jupiterresearch.com or contact Kieran Kelly, Senior Vice President of Global Sales and Client Service, at 1-800-481-1212 or researchsales@jupiterresearch.com.

About JupiterResearch

JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit www.jupiterresearch.com.

Source: Business Wire

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