The 2012 Web Globalization Report Card

From Apple to Facebook to Starbucks — an in-depth analysis of the world's leading global websites, with a special focus on social media, mobile websites, and mobile apps.

Learn from the best global and mobile websites

Web globalization often leaves people with more questions than answers, such as:

  • What companies are doing the best job of taking their websites global and mobile?
  • What are the most popular languages across all websites?
  • How are companies integrating and promoting Twitter and Facebook on their local websites?
  • What mobile apps support the most languages — and what languages exactly?
  • What websites offer the best global gateways?

This report, now in its eighth edition, answers these questions and many more. You’ll learn exactly which companies are improving at web globalization — and why. Through detailed website profiles, loaded with screen shots, you'll learn which practices to emulate and which to ignore. An entire section is devoted to the top 20 best practices and top 10 emerging trends in web globalization.

Insights based on a decade of web globalization research

Founded in 2000, Byte Level Research was the first firm dedicated exclusively to the art and science of web globalization. We have consulted with hundreds of multinationals and have learned what works and what doesn't work and, just as important, where their websites are headed. This expertise is carried over into the methodology of the Report Card, the first report dedicated to best practices in web globalization.

We conduct a hands-on analysis of the world's leading websites, analyzing how web designs are shared across countries and mobile platforms, noting languages used on every website, studying local content, social media, and navigation. This information, along with nearly a decade of historical data, will help you benchmark your company against competitive and “best of breed” sites such as Google, Facebook, Amazon, and Hotels.com. A combination of quantitative data and practical, hands-on advice make this report an invaluable resource for any company doing business across borders.




Who this report is for:

  • Marketing executives use this report to improve the effectiveness and usability of their global websites. The numerous screen shots included in the report clearly illustrate trends and best practices. The report points out flaws in many of the world's most popular websites — and, more important, makes clear suggestions for improvement.
  • Web and IT executives use this report to learn best practices and drive changes within their companies based on concrete data. For example, knowing exactly which companies are now using geolocation can help raise awareness and get management buy-in. No other report will tell you exactly which companies are using geolocation right now and which companies are using language detection.
  • Web design firms and advertising agencies rely on this report to upgrade their web globalization skills. This report's accessibility and its wide range of real-world examples makes complex concepts more easily understood.

The 2015 Report Card is now available

Purchase Details

The 2012 Web Globalization Report Card
Price: $950
Pages: 220
Exhibits & Visuals: 100+
Format: PDF
License: Enterprise

Also included:

  • Book: The Art of the Global Gateway
  • Report: The Globalization of Facebook
  • Available for immediate download



    Questions?

    If you would like to purchase by invoice, please email us. To provide a credit card number by phone, call us at +1 (760) 300-3620.


    Contact us regarding onsite web globalization presentations.

    Table of Contents

    Part I: The Websites and How They Were Scored


    Part II: Key Findings and Trends


    Part III: The Leading Global Websites and Why


    Part IV: Taking Mobile Global


    Part V: Profiles of Notable Websites


    Part VI: Leading With Fewer Languages

    Return to Top

    Companies that have purchased the Report Card over the years

    Panasonic
    FedEx
    Cisco
    Apple
    Intel
    3M
    eBay
    Caterpillar
    Philips
    Adobe
    Thomson Reuters
    Top 25 global websites of 2012

    The Top 25 Global Websites

    Google reclaims the top spot

    Google emerges on top once again, unseating Facebook (barely). Companies like Cisco, 3M, and Samsung have become regular faces in the top 10. But there are some new faces as well, such as Hotels.com and Booking.com. The travel industry as a whole has been aggressive in its support for both multilingual websites and mobile apps.

    Websites Included

    3M
    Acer
    Adidas
    Adobe
    Allianz
    Amazon
    American Express
    Amway
    Apple
    Audi
    Autodesk
    Avon
    Bayer
    BMW
    Booking.com
    Canon
    Caterpillar
    Cisco Systems
    Citibank
    Coca-Cola
    Dell
    Deloitte Touche Tohmatsu
    Delta
    DHL
    Disney
    eBay
    Eli Lilly
    Emirates
    Ernst & Young
    Expedia
    Facebook
    FedEx
    Ford
    GE
    Gillette
    Google
    H&M
    Heineken
    Hertz
    Hilton
    Honda
    Hotels.com
    HP
    HSBC
    HTC
    Hyatt
    Hyundai
    IBM
    IKEA
    Intel
    InterContinental Hotels
    Jack Daniels
    John Deere
    KLM
    KPMG
    Lenovo
    Lexus
    LG
    Loréal
    McAfee
    McDonald's
    Mercedes
    Merck
    Microsoft
    Mini
    MTV
    Nestlé
    Nike
    Nikon
    Nissan
    NIVEA
    Nokia
    Oracle
    Panasonic
    PayPal
    Pepsi
    Pfizer
    Philips
    PricewaterhouseCoopers
    Procter & Gamble
    Reebok
    Renesas
    Samsung
    Sanofi-Aventis
    SAP
    Siemens
    Sony
    Starbucks
    Starwood Hotels
    Symantec
    Texas Instruments
    Toshiba
    Toyota
    TripAdvisor
    Twitter
    UNIQLO
    UPS
    Visa
    Volkswagen
    Volvo Group
    Western Union
    Wikipedia
    World Bank
    Xerox
    Yahoo!

    Frequently Asked Questions


    Who analyzes these websites?

    Report author John Yunker reviews every website — and has done so for all 10 editions of the report. No work is outsourced. This historical understanding of each website (combined with one-on-one interviews with many of the executives who manage these global websites) provides valuable and actionable findings and recommendations.

    How do you select companies for your list?

    We survey a wide swath of global companies across all major industries to provide a well-rounded overview of the state of web globalization. Within each industry, we include the leading companies with a focus on brand leadership. We include more than 30% of the Fortune 100 companies and 70% of the 2012 Interbrand 100 Best Global Brands.

    What’s the value of comparing companies across different industries?

    Web globalization best practices may emerge in any industry. By keeping a broad focus on all major industries, we are able to point executives to those companies and industries that are doing the best job of presenting themselves to the world. Every company included does have peers by which it can be evaluated. In the end, our goal is to provide a truly global perspective on which companies and industries are the most active and successful in web globalization. Only through casting a wide net do we achieve this goal.

    What companies purchase this report?

    Many of the companies benchmarked within this report have purchased the report for multiple years. Purchasers include Cisco Systems, Deloitte, Panasonic, FedEx, Philips, The World Bank, and Yahoo! There are companies not included in this report that also use it regularly, such as global consulting and IT firms and various government agencies.

    Do companies pay to be included in this report?

    Absolutely not. We have never and will never accept money in return for inclusion within the report. Some of our consulting clients over the years have been included in one or more reports and we have used our methodology to help drive positive change within these organizations. That said, we take pride in creating a report that is self-funded and completely independent in focus, content, and findings.

    Scoring Methodology

    The Report Card analyzes each website according to the following four criteria:

    • Global Reach (Languages): The website supports enough languages to reach a wide global audience. To receive a maximum score, the website must support 43 languages.
    • Global Navigation: Web users can quickly and easily find their localized content, regardless of what language they speak.
    • Global/Mobile Architecture: The website leverages global templates to support global branding while still allowing room for local customization. The website is also accessible via mobile devices, and language parity is maintained with the PC website. Responsive websites and mobile apps are also noted.
    • Localization & Social: The website is relevant to the user's locale and culture and provides functionality on par with the global website. Local-language social media are also supported and well promoted on the local websites.

    About the Author

    John Yunker

    John Yunker has helped a wide range of Fortune 500 companies improve their global websites and application. He has experience consulting with some of the world's largest companies and has also worked as senior program manager at Microsoft. He authored the first book devoted to the emerging field of web globalization, Beyond Borders: Web Globalization Strategies. John speaks at numerous industry events, including Localization World, Internet Retailer, and the Unicode Conference and has been quoted on global topics in publications including The Wall Street Journal and The New York Times. He is also editor of the popular web globalization blog Global by Design.

    The Web Globalization Report Card is a copyright of Byte Level Research LLC. Trademark pending.

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    Founded in 2000, Byte Level Research was the first agency devoted to website globalization best practices.

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