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The Rise of Localized Content: Why Tailoring Your App Matters

Muktha Tavane|4 min read|21 February 2024

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A profound shift toward localized content has emerged as a pivotal factor in engaging different audiences in the ever-evolving landscape of global app usage. Nowhere is this more evident than in India, a country bursting at the seams with rich linguistic diversity that reflects its cultural complexity. This is why understanding and capitalizing on localized content has become critical for app developers looking for success in the Indian market.

Forget the misconception that English is the primary language for a significant part of India’s population. While it is widely used in business and education, it is not the language of choice for everyday conversations, and merely 10% of Indians can speak English fluently. This leaves a huge gap in the market for people who crave apps that resonate with their language, heritage, humor, and way of life. In fact, a report revealed a staggering 72% of people prefer consuming content in their native tongues. This necessitates the need to tailor your app in a way that can cater to the linguistic needs of users and create more localized content.

Here are some compelling reasons behind the surge in localized content:

1. Addressing Linguistic Diversity:

India has 22 official languages and over 6,000 dialects. Among these, there are 55 languages spoken by at least a million people each. This wide linguistic diversity highlights the importance of accommodating different language preferences in order to engage a larger audience.

2. Enhanced User Engagement and Retention:

Localized content ensures cultural relevance, enabling users to connect more deeply with the content, which in turn drives higher engagement rates. When users find content in their native language, it resonates more profoundly with their cultural nuances and fosters a stronger emotional connection.

3. Accessible and Inclusive Approach:

Making content available in local languages makes it accessible to a larger demographic. In this way, localization encourages inclusivity by ensuring that people of various linguistic backgrounds feel represented and included in the digital space.

4. Changing Consumer Behavior:

Consumer behavior in India is undergoing a significant transformation, notably leaning towards consuming content in regional languages. This departure from the conventional emphasis on English language content signals a shift towards a more diverse content landscape. Moreover, it’s crucial to recognize that users’ preferences in India vary across different regions. While technology serves as a facilitator, language plays a big role in driving penetration and scalability within these diverse markets. A survey conducted in India found that 82% of online media consumers would watch foreign content if it was available in their native language.

5. Higher Engagement and Conversion Rates:

Studies have indicated that localized content leads to higher engagement rates as it caters directly to the preferences and interests of specific regions or language groups. Advertising campaigns and content localized in regional languages have consistently demonstrated significantly higher click-through and conversion rates, with localized campaigns outperforming their English counterparts.

6. Digital Penetration in Non-English Speaking Regions:

The advent of affordable smartphones and internet accessibility has seen a surge in digital adoption in regions where English is not the primary language. This has created a substantial user base that prefers content in their local languages. In fact, 90% of internet users prefer to use their local language to search and carry out tasks online.

7. Business and Market Opportunities:

For businesses and developers, focusing on localized content opens up untapped markets. Targeting regional languages allows them to tap into diverse consumer bases, leading to potential growth and increased market share. It also allows companies to establish stronger connections with customers, build brand loyalty, and gain a competitive edge in expanding markets.

Indus Appstore: Your Gateway to Local Language Success

Indus Appstore leads in recognizing the importance of localized content for India’s diverse user base. We deliver a personalized and accessible experience. With content available in 12 Indian languages along with English, users can easily browse, discover, and download apps in their preferred language. By prioritizing localized content, Indus Appstore fosters deeper engagement, trust, and higher penetration among users.

Our platform empowers developers with free translation tools and guides, enabling them to localize and distribute their apps to a broader audience, resulting in significantly greater reach and deeper engagement. Additionally, the possibility of uploading brand videos in regional languages enhances the personalized connection between the app and its users. This approach unlocks access to millions of potential users, new revenue streams, and the opportunity to build loyal fan bases.

Final Thoughts

As technology continues to evolve, it’s evident that language is the driving force behind greater penetration and scalability. Embracing this reality and tailoring apps to cater to local linguistic preferences will undoubtedly be the cornerstone of successful app development in the Indian market. Imagine the difference between a generic app and one that feels like it was made for your specific region. Indus Appstore’s commitment to supporting regional languages aligns seamlessly with this paradigm shift, making it an ideal platform for developers seeking success in India. I am excited to see the transformation from a one-size-fits-all approach to apps that speak the language of users.


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Muktha Tavane

Muktha is our Corporate Communications wordsmith with over 5 years of experience in just the fintech domain. She crafts in-depth articles, data-driven insights, and strategises content campaigns. She’s also closely involved in PR campaigns and manages key media partnerships.