This presentation is about: -My finding regarding Windows Phone Spanish-speaking markets -How English apps contrast with Spanish apps in regards to language -How does English social media reach compares to the Spanish social media -A few recommendations

1. The Impact of Reaching out to
Non-English Speaking
Windows Phone Markets
A Quick Overview

2. A Little Bit About Me
• User Experience
Specialist
• Windows Phone
Designer/Developer
• Native Spanish Speaker
• Family-Friendly App
Promotional Platform
Founder

3. About Windows Parent
• First promotional platform for Windows
Phone and Windows 8 app that specializes on
kids and parenting apps
• Founded 2 years ago
• Worked closely with over 200 developers
around the world to promote their apps online, Windows Phone apps and Social Media
• Offer services to developers for promoting
their apps

4. About Windows Parent

5. My Apps
English Apps
Spanish Apps
App Discovery
by Windows
Phone Parent
Buscador de
Apps por
Familia
Windows Phone
The Three
Vampires
Los Tres
Vampiros

6. What is this presentation about…
• Share my finding regarding Windows Phone
Spanish-speaking markets
• How English apps contrast with Spanish apps in
regards to language
• How does English social media reach compares to
the Spanish social media
• A few recommendations
What it isn’t about…
• How to localized your app

7. Data Overview
• 3 months of data:
– November 1st 2013 to January 31st 2014
• Data from:
– Apps downloads
– Apps instrumentation
– Facebook
– Wikipedia

8. Data from Dev Centre
APP DOWNLOADS

9. English vs. Spanish Apps Downloads
41%
English apps
Spanish apps
59%

10. Spanish Speaking Countries vs. The World
Downloads
Latin America
(ES)
43%
49%
Spain
US (ES)
2%
6%
Non-Spanish
Speaking
Countires

11. Spanish Speaking Market Distribution
Mexico
Argentina
Colombia
Spain
Chile
Peru
Costa Rica
Ecuador
Guatemala
Venezuela
Paraguay
El Salvador
Puerto Rico
Nicaragua
Dominican Republic
Bolivia
Honduras
Uruguay

12. Spanish Speaking Market Distribution
17%
5%
69%
5%
4%
Mexico
Argentina
Colombia
Spain
Other Spanish
Speaking Country

13. User Language Settings
11%
8%
48%
Spanish
English
Portuguese
33%
Other

14. App Language & User Language
English Apps
2%
Spanish Apps
22
% 76
%
English Users
Spanish Users
Other Users
5%
Spanish Users
English Users
Other Users
17
%
78
%

15. App Language & User Language
Localization vs. App duplication (other language)
English Apps
Spanish Apps
- What language users would I have attracted?
- Would I Portuguese German speaker or the
have lost the
German Users
Portuguese
Portuguese speakers?
French Users
Other Users
Italian
- What about Cultural Fluency ?
…. Cultural what???
56
%
27
%
6%
11
%
French
Other Users
29
% 66
2%
%
3%

16. Cultural Fluency
• Just as user-centered design transformed
technology in the 1990s and early
2000s, cultural fluency needs to transform it
today: user experience (UX) design that’s
familiar enough with a user’s cultural
background to meet him or her halfway.

17. Cultural Fluency
• Cultural fluency demands abandoning the idea
that functionality is a universal language, and that
“good UX” is culturally agnostic.
• Consider the use of gestural interfaces in a world
where gestures mean very different things in
different cultures. Or using scrolling for timelines
when time horizons (among other culturally
sensitive dimensions) represent different values
to different societies. Even the idea of touching
our screens is a culturally sensitive UX action.

18. Data from App Instrumentation
APP USAGE

19. New Users Map
English App
Spanish App
A new user is a user who has just started using the application. Users are identified by
unique phone IDs to ensure that a user is in fact a unique new user and not just an
installation.

20. Sessions Distribution
43%
57%
Spanish App
English App

21. Active Users
41%
Spanish App
English App
59%
An active user is defined as a user that has had a session with the application on a
monthly basis.

22. Overlapping Users
0.356%
Spanish App
41.3%
58.4%
English App
Both Apps

23. Category Interest by Language
English App
Spanish App

24. Download Distribution between Apps
mazoocard LITE
Michael's Math Zoo
English App
Spanish App
Jigsolve Me!
Baby Toy Phone - Musical Babies Game Free

25. Devices Used by Different App Users
English App
Spanish App

26. App Session Languages
English App
Spanish App

27. Data from Facebook
SOCIAL MEDIA

28. Daily New Likes
11%
Familia Windows
Windows Parent
89%

29. Daily Page Engaged Users
32%
Familia Windows
Windows Parent
68%

30. Daily Total Reach
25%
Familia Windows
Windows Parent
75%

31. Daily Total Impressions
23%
Familia Windows
Windows Parent
77%

32. SOME OTHER CONSIDERATIONS

33. Most Spoken Languages

34. Most Spoken Language On-line

35. Spanish is Big in The US
12% of the total US population
speaks Spanish

36. Windows Phone is big in Mexico

37. Conclusion
• 59% of my app downloads came from my
Spanish apps
• 49% of my app downloads came from Latin
America
• My English apps had more users and sessions
• Spanish App Facebook was most effective
• It’s worth considering the Spanish Speaking
market when developing on Windows Phone
app

38. … take away!
• Make your app available to all markets (if
possible)
• Prioritize localization at an early development
stage
• Invest in localization
• Reach out to non-English speaking blogs and
media
• Consider duplicating your app in a different
language (when it makes sense)

39. Q&A

40. Thanks!
Sandra Sears
sandracsears@gmail.com
Windows Parent
info@windowsparent.com
@MetroWiseUX
@WPParent
MetroWise.info
WindowsParent.com