By Chris Lee

Brands are failing to capitalise on the vast spending power of non-English language Internet consumers, according to digital media company, Populis, which has released new research data on worldwide Internet use and the size and potential of the global internet population.

The vast majority of the world’s Internet users do not speak English as a first language. In fact, 1.7 billion of the world’s two billion Web users are non-English speakers. With 84 per cent of Internet users not speaking English as a first language, are global brands missing a trick?

Hey, big spender

Cebr, the economics consultancy commissioned by Populis to carry out the research, found that non-English speakers spent £225 billion online during 2010, which equates to nearly 70 per cent of global online retail sales and around £80 billion more than English-speaking consumers. Per head, however, English speakers spend £457 per annum online compared to non-English speakers’ £132.

Populis warns that Internet usage rates in English-speaking countries are nearing saturation with 73 per cent of consumers online. This equates to less than a quarter (24 per cent) of populations in non-English speaking countries accessing the Web.

Rob Harbron, Cebr Economist said: “Our analysis shows that non-English speaking consumers already account for the majority of online spend and as Internet penetration rates rise and disposable income growth outpaces the west; they will become even more important to the online community.”

According to Internet World Stats, 44 per cent of all Internet users come from Asia, 22.7 per cent are European and 13 per cent come from North America. Latin America and the Caribbean makes up around a tenth of the global Internet population, Africa 5.6 per cent, the Middle East provides 3.3 per cent and Australasia and Oceania includes just one per cent.

Lack of focus

Populis says that despite the obvious potential presented by non-English speakers, advertisers have tended to concentrate online marketing and advertising on Anglophone audiences.

“Historically, advertisers wanting to run online campaigns across multiple non-English language markets have faced a fragmented media environment, making consumers in these countries difficult and expensive to reach,” said Luca Ascani, Co-Founder and Chairman, Populis. “But today we’re seeing the emergence of high quality multi-lingual online publishing networks that offer advertisers a single point of contact and a scalable way to reach the largest group of Internet consumers.”

Ascani concluded that the Internet gives brands the chance to reach vast new markets but until now, supporting moves into new markets with online advertising has been a “logistical nightmare” for brands.

“This is no longer the case and we believe a greater focus on strategies for tapping into the non-English markets will lead to fast and sustained growth for brands,” he said.