Byte Level Research
 
The Web Globalization Report Card 2013: Analyzing the Leading Global Websites including Mobile and Social Best Practices


Learn from the best global websites



From BMW to VW — get an in-depth analysis of the world's leading global websites, language trends, and best practices.




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 top best practices in web globalization?
  • What are the most popular languages across all websites?
  • What websites offer the best global gateways?
  • How are companies integrating and promoting Twitter and Facebook on their local websites?
  • What mobile apps support the most languages — and what languages exactly?
This report, now in its ninth 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.


More than 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 and mobile app, and 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.

Click to look inside:




Who this report is for:

  • 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.
  • 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 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.

Table of Contents

  • Web Globalization is Destiny
  • The Top 25 Global Websites

Part I: Best Practices and Emerging Trends

  • Top 20 Best Practices
  • Top 10 Emerging Trends
  • Profiles of the Top 3 Websites
    • Google
    • Facebook
    • Hotels.com
  • Other Notable Global Websites
    • 3M
    • GE
    • Hertz
    • Microsoft

Part II: The Websites and How They Were Scored

  • How Websites Were Selected
  • The Websites
  • Scoring Methodology
    • What’s Changed Since 2012
    • Global Reach (Languages)
    • Global Navigation
    • Global/Mobile Architecture
    • Localization & Social
  • Methodology FAQ
  • What Do the Scores Mean?

Part III: Website Rankings and Key Findings

  • All Website Scores
  • Best in Class
  • Languages: How Many?
  • Languages: What’s Hot?
  • Global Navigation: The Top 25
    • Country Codes
    • The Use of Icons
    • Wave Flags Carefully
    • Language Detection and Mobile
    • Geolocation
  • Global Consistency: The Leaders
  • Mobile Websites and Apps
    • Ten Tips for Mobile Website and App Development
  • Taking Social Global
  • Conclusion


The Top 25 Global Websites


Google claims the top spot

Google is no stranger to the top spot, but this is largely because Google has not stood still. With the exception of navigation (a weak spot overall) Google continues to lead not only in the globalization of its web applications but its mobile apps. YouTube, for example, supports a 54-language mobile app. Few apps available today surpass 20 languages; most mobile apps support fewer than 10 languages.

Hotels.com has done remarkably well over the past two years and, in large part, due to its investment in mobile websites and apps. Philips improved its ranking due to its improved global gateway. And Microsoft and HP also saw gains due to their website redesigns, which also included improved global gateways. New to the Top 25 this year are Starbucks, Merck, and KPMG.

Top 25 global websites of 2013




Global Benchmark Reports


Select an additional benchmark report with your purchase.

Each report provides in-depth analysis of websites within each industry, along with key language trends and best practices.

Diversified Companies
12 website profiles
Enterprise Technology
12 website profiles
Web Services/eCommerce
9 website profiles
Automotive
14 website profiles
Professional Services
6 website profiles
Travel Services
8 website profiles
Consumer Technology
18 website profiles
Customized reports are also available with your choice of companies. Please contact us for more information.



Companies Included in the 2013 Report Card


Below are the 150 companies and organizations benchmarked in this report, sorted alphabetically:

3M
Accenture
Accor Hotels
Acer
Adidas
Adobe
Air France
Allianz
Amazon
American Airlines
American Express
Amway
Apple
Audi
Autodesk
Avis
Avon
Bayer
Best Buy
Best Western
BMW
Booking.com
British Airways
Canon
CapGemini
Caterpillar
Chevrolet
Cisco Systems
Citibank
Coca-Cola
Costco
Dell
Deloitte Touche Tohmatsu
Delta
DHL
Disney
Dolby
Dollar Rent A Car
Dyson
eBay
Eli Lilly
EMC
Emirates
Enterprise
Ernst & Young
Expedia
Facebook
FedEx
Ford
Four Seasons
GameStop
Gap
GE
Gillette
Goodyear
Google
H&M
Heineken
Hertz
Hilton
Hitachi
Honda
Honeywell
Hotels.com
HP
HSBC
HTC
Hyatt
Hyundai
IBM
IKEA
Intel
InterContinental Hotels
Jack Daniels
John Deere
Kayak
Khan Academy
KLM
KPMG
Kyocera
Lenovo
Lexus
LG
Loréal
Marriott
Marsh
McAfee
McDonald's
Mercedes
Merck
Michelin
Microsoft
Mini
MSC Cruises
MTV
Nestlé
NetApp
Netflix
Nike
Nikon
Nissan
NIVEA
Nokia
Oracle
Panasonic
PayPal
Pepsi
Pfizer
Philips
PricewaterhouseCoopers
Procter & Gamble
Radisson
Ramada
Reebok
Renesas
Royal Caribbean
Ryanair
Samsung
Sanofi
SAP
Siemens
Sixt
Sony
Staples
Starbucks
Starwood Hotels
Steelcase
Symantec
Texas Instruments
Thrifty
TNT
Toshiba
Toyota
Toys R Us
Travelocity
TripAdvisor
Twitter
UNIQLO
United Airlines
UPS
Visa
Volkswagen
Volvo Group
WalMart
Western Union
Wikipedia
World Bank
Xerox
Yahoo!
Yelp


Frequently Asked Questions


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.

Who analyzes these websites?

Report author John Yunker personally reviews every website — and has done so for all nine 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 sites) provides truly 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, 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 government agencies.

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 42 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.





The 2014 Web Globalization Report Card is now available!

Report Details


Ninth Annual Edition
Price: $1,250
Pages: 155
Exhibits & Visuals: 105
Format: PDF
License: Enterprise

Also included:
  1. One Industry Benchmark report of your choice
  2. eBook: The Art of the Global Gateway
*Contact us regarding onsite presentations.

Available for immediate download




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Companies that have purchased the Report Card over the years include Deloitte, LexisNexis, Lionbridge, Seagate, Toshiba, Philips, Apple, Yahoo! and many more.


Custom Reports


Get an in-depth analysis of how your company's website ranks against direct competitors. Even if your company is not included in the Web Globalization Report Card, we will benchmark you against the leaders with your industry (we cover 15 industries). For more information, please contact us.

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