One of the difficulties for European businessmen in doing business in Europe is language, especially localizing content is key for success.
If there is a choice of languages, 90% of European users always visited a web-site in their own language. However 53% would accept using an English version of a web-site if it was not available in their own language.
44% EU Internet users thought they missed interesting information because web-sites were not available in a language they understood. In Romania, Cyprus, Spain, Bulgaria, Portugal and Greece, this figure increased to 51%-60%.
In almost all countries of the European Union, a majority of respondents said that they used a language other than their own when looking for or buying products (online shopping) and services (tourism).