Do CAT Tools Have a B-Side 

Do CAT Tools Have a B-Side? 

If we wanted to describe the localization landscape, we would certainly talk about languages, communication needs, clients, and vendors. However, it would never be complete without considering the technology that makes localization possible globally, at any time, 365 days a year. Computer Assisted Translation (CAT) tools and Translation Management Systems (TMS) have become powerful assets in the industry, adding value to workflows in many different ways. They automate and manage crucial processes, like payments, vendor information, or allocation, while also providing quality features for translation, such as translation memories, term bases, or quality control tools. 

However, despite their indisputable value, using CAT tools has other implications that need to be taken into account when analyzing localization workflows and projects. 


Project Managers (PMs) may have to deal with reluctance from some vendors or clients that don’t use CAT tools. Misconceptions about tools being a threat to translators’ jobs are somewhat frequent, or people may wrongly mistake them for auto-translation tools. The use of CAT tools can jeopardize the relationship with the reluctant party, and PMs may need to assess if the tool is a necessary piece of the process or discuss other possible options. 

Training and Specialization 

As useful and productive as they can be, it’s also true that in order to use CAT tools efficiently, users need a certain degree of training. This reduces potential issues and allows users to take the best advantage of all the resources CAT tools offer. In terms of feasible project allocation, PMs teams need solid supplier bases that are trained in translation tools. 

Creativity and Transcreation 

CAT tools are most likely to be inefficient in very creative projects, such as transcreation or localization of products or brands. This is because CAT tools offer a bilingual environment where the source text is displayed in consecutive rows so that users can export a translated text with an identical layout as the source text. But sometimes transcreating a marketing campaign implies changing completely the word order, the amount of text, or even the graphic design of a document or product, so CAT tools won’t be necessarily helpful in these scenarios. 

Natura Brasil.
Natura Argentina.
Big Brain Academy, Nintendo Japan landing page. 
Big Brain Academy, Nintendo Brasil landing page.

Row Focus 

Because of the above-mentioned row-organized work environment, CAT tools can make linguists focus on isolated sentences (rows), and not consider the sentence in its context. Furthermore, propagation of repetitions and 100 percent matches may also pass for approved content, without further review. The isolation of sentences may become an issue for creative or literary texts, where translation is not always straightforward and word and sentence order may even be changed. Yet it’s possible to counter it with specialized translators, thorough in-context reviews, and editing steps. 

Analytical Automation 

Analytical and information-based processes include automation, but this doesn’t imply ignoring the scenarios where frequent workflows or tools may not be the best solution. A broader scope for examining translation projects helps the management team to consider all the options available and choose collaboratively the one that best suits each localization need


ChatGPT and the Importance of Linguistic Diversity

In a world where linguistic diversity is the norm, and as our digital society continues to evolve and expand, it is paramount that tools like ChatGPT (which we talked about in a previous blog post) embrace diversity and inclusivity to create a more meaningful and impactful online experience. In this blog post, we will explore the significance of linguistic diversity and the challenges and opportunities that come with incorporating language diversity into AI tools like ChatGPT.

Understanding Language Diversity

Language diversity refers to the rich and varied ways in which people communicate across different linguistic backgrounds, dialects, and accents. It encompasses the vast array of languages spoken worldwide, from the world’s biggest languages like English and Mandarin to smaller languages spoken by just a few thousand people.

Moreover, language diversity also includes cultural nuances and idioms that reflect the unique values, beliefs, and practices of speech communities. For instance, in some cultures, direct communication and assertiveness are highly valued, while in others, indirect and polite speech is preferred.

Recognizing and respecting language diversity is crucial in the development of AI tools that aim to communicate with people from different linguistic and cultural backgrounds. Failure to account for linguistic and cultural differences can result in AI algorithms that are biased, insensitive, or even offensive.

Moreover, AI developers must strive to incorporate different dialects, accents, and cultural nuances in their models to ensure that their algorithms can correctly interpret and produce responses that don’t sound robotic or too unoriginal. This requires a deep understanding of different linguistic and cultural practices and the ability to adapt language models to meet the needs of diverse populations.

Challenges and Opportunities

The development of AI models like ChatGPT has the potential to revolutionize how we communicate, but incorporating language diversity presents many challenges. One of the most significant challenges is data bias. Language models learn from vast amounts of data, and if that data is biased, the AI model can perpetuate that bias. This can result in inaccurate or offensive language generation, which can be harmful to individuals and communities.

Developing AI models for less commonly spoken languages or dialects is also challenging due to limited resources (like data sets, language experts, and research). There may not be enough data available to train language models accurately, and linguistic features unique to a particular language or dialect may be difficult to incorporate seamlessly. This can result in language models that are inaccurate or incomplete, which can limit their usefulness.

Furthermore, the accuracy and quality of language generation can be impacted by variations in grammar, syntax, and vocabulary. Languages can vary greatly in these areas, making it challenging to develop AI models that can accurately generate language across different languages and cultures. This can result in language models that are not effective in communicating with a diverse range of people as their outputs are too standard. If you ask a chatbot to produce a summary of a text, it typically won’t incorporate the linguistic uniqueness of the community the content will be used in. While it can produce text in the language needed, the richness of the language is lost because it can’t reproduce it (it was not trained on that).

Cultural sensitivity is another significant challenge when incorporating language diversity into AI tools like ChatGPT. AI models may generate language that is culturally insensitive or offensive due to a lack of understanding of cultural nuances, customs, and beliefs. This can result in language models that are discriminatory or cause harm to individuals or communities.

Finally, incorporating multiple languages and dialects into AI tools like ChatGPT can be complex and require significant resources and expertise. AI models that can generate language across multiple languages and cultures must be carefully designed to ensure accuracy and avoid cultural bias. This requires a deep understanding of linguistic and cultural differences and a commitment to diversity and inclusion.

In light of these challenges, it’s also important to look at the potential benefits of incorporating language diversity into AI tools like ChatGPT. Incorporating language diversity into AI models is a critical step toward achieving more accurate, relevant, and culturally sensitive chatbots. AI models that incorporate diverse languages have the opportunity to exhibit better performance when it comes to sentiment analysis, converse fluently, and more effectively handle the diversity of expressions and tones of emotions specific to multilingual users. In addition, language diversity is beneficial when it comes to reducing machine bias and implementing more ethical AI.

The Takeaway

For people designing and developing these tools, it’s important to prioritize linguistic diversity and not leave behind other languages and dialects, so that the richness of language is not lost. For users worldwide, it’s important to understand how these tools work, identify their weaknesses, and use them responsibly. There’s nothing wrong with making use of their perks, but the human intellect and unique touch will never be replaced.

What is the Difference Between VR, AR, MR, and XR - Portada

What is the Difference Between VR, AR, MR, and XR?

There are many exciting new and emerging technologies making a splash these days and it can be easy to confuse them with one another. Virtual reality (VR) as well as augmented reality (AR), mixed reality (MR) and extended reality (XR) are four types of technology that you likely hear referenced, but how do they differ? Keep reading to find out.


VR is a type of immersive experience that involves simulating reality using computers. Headsets are a vital component of VR, as you can use reality headsets to experience realistic images, sounds, and even sensations—all of which help replicate the feeling of being in a real environment or an imaginary world. While it isn’t always possible to do so, an authentic VR environment makes it possible to engage all five senses (sight, sound, smell, touch, and taste).


AR takes a real-world environment and augments elements using computer-generated sensory input such as sound, video, graphics, or GPS data. The point of AR is to augment existing reality and to add to it in one way or another. Currently, smartphones and tablets are the most common way to access AR, but some custom glasses are also being used. Pokémon Go is a great example of AR. With that game, players use their phone to interact with the world around them, finding and catching Pokemon in their own backyards/their surroundings.


MR, which can also be referred to as hybrid reality, merges a virtual world and the real world to create a new environment. In a MR environment both physical and digital objects can co-exist and interact together in real time. MR can place new imagery within a real space and can make it possible to interact with this imagery in our physical world.


XR is one of the more recent technologies emerging in the immersive virtuality space. XR stands for extended reality and encompasses all forms of combined real and virtual environments. AR, MR, and VR are all included in XR. You can think of XR as an umbrella that brings those three terms together. The term XR is helping group all of this technology together and is making this space less confusing for consumers.

When XR Goes Global

When consumers interact with these virtual worlds (whether VR, AR, or MR is being utilized), language is often involved in one way or another. This is why it’s so important to localize the content featured in these worlds. That way, users worldwide can take advantage of the new developments and trends in immersive virtuality without being blocked by a language barrier. Localization also takes cultural differences into account, which can apply to all of the senses that these technologies can utilize to create a more immersive world.

After all, if the point of these technologies is to create truly immersive experiences, then localizing the world you’re creating for your target audience can help accomplish that goal.

What is Technology Enhanced Learning and What are the Benefits

What is Technology Enhanced Learning and What are the Benefits?

Technology touches virtually every area of our lives, including how we learn. Which is why it’s no surprise that Technology Enhanced Learning (TEL) is rising in popularity. In short, TEL applies technology to the process of teaching and learning. Many students find that TEL helps them learn information more quickly, understand it better, and retain that information for longer.

To better understand what TEL is and what its benefits are for students, keep reading.

What is Technology Enhanced Learning?

TEL is used to enhance the learning experience and how educators teach. Educators can turn to both analog and digital technologies to help their students learn more efficiently and effectively. Any technology that improves how someone learns can be considered TEL.

So, what does TEL look like exactly? Today, TEL can be found in the form of ebooks, video content, audiobooks, smartphone apps, computers, tablets, and video games. Virtual classrooms that make it possible to learn in group settings from the comfort of home are also an example of education opportunities that TEL can improve upon, as are e-learning courses.

The Benefits of Technology Enhanced Learning

Due to the pandemic shutting down schools and workplaces, TEL made a great impact on how many of us learned in the past few years. Thanks to TEL, it became possible to continue elementary, high school, college, and graduate-level education from home. Workplaces also embraced TEL to host employee trainings and many found that virtual trainings were both time and cost-effective.

TEL can be combined with more traditional learning techniques to meet a student’s needs. Other benefits include:

  • Versatility. TEL can accommodate accessibility features to appeal to different audiences by allowing users to alter font sizes or to listen to the audio content in lieu of reading written content.
  • Localization. It’s possible to localize TEL resources in a language that the user is most comfortable with.
  • Flexibility. TEL gives students the option to learn where and when is best for them.
  • Engaging. Many children find TEL style learning to be more engaging — this is especially true when gamification techniques come into play. Millennials who grew up with technology can also find TEL such as e-learning courses to be more engaging than attending an in-person lecture or reading a training manual.
  • Customizable. Students have the ability to learn at their own pace when learning via TEL instead of a physical classroom environment.
  • Less limiting. A textbook has a limit on how much information it can hold. Teachers now have the ability to get more creative and can turn to resources like video, audio, and interactive learning to help their students learn.

The Takeaway

Technology can be extremely beneficial in regard to providing quality learning experiences that adapt to each learner’s unique needs (whether those needs are related to a specific subject matter, a disability, or a preferred language for learning). Shying away from technology can do both teachers and students a disservice and it’s more than likely that TEL is here to stay.

ChatGPT An Introduction to the Revolutionary Language Model

ChatGPT: An Introduction to the Revolutionary Language Model

There’s no doubt ChatGPT is the most buzzed-about celebrity on the internet as of late. Its applications and potential become apparent once someone starts experimenting with the tool. It truly is a marvel to behold. But what is it really, and what do you need to know about it? Let’s dive deeper into how it works and what some of its limitations are as well.

What is ChatGPT?

ChatGPT is a highly advanced chatbot that utilizes cutting-edge technology to engage in natural and varied conversations with users. It is designed to be adaptive and responsive to the different needs and contexts of its users, allowing it to be applied effectively in multiple industries, including retail, education, and marketing.

With its exceptional ability to interact with humans, ChatGPT can perform a wide range of tasks that can save time and improve efficiency. It can help businesses generate marketing copy, write lyrics, navigate complex coding issues, provide language translation services, summarize information, and even support students with their homework.

ChatGPT has quickly become a groundbreaking innovation in the technology industry, and its rapid progress is evident with the release of a newer version, GPT-4. This latest update offers even more functions and enhanced capabilities that will undoubtedly take ChatGPT to the next level.

How does ChatGPT work?

ChatGPT is built on the foundation of the GPT (Generative Pre-trained Transformer) model, which is a type of artificial neural network widely used in natural language processing (NLP).

This chatbot works by analyzing a vast corpus of text data to understand the nuances of language and respond to users’ requests accurately. It can understand and interpret the meaning of a user’s input through various techniques, such as sentiment analysis, entity recognition, and machine translation, to provide appropriate responses.

One of the significant advantages of ChatGPT is its ability to adapt to different languages. Initially developed and trained in English, it now supports around 95 languages worldwide. This makes the chatbot more accessible to users from different regions, with different language preferences.

Furthermore, ChatGPT leverages the power of machine learning artificial intelligence (AI) to deliver seamless conversational experiences. It uses a range of methods, such as context-based response generation, personalized recommendations, and empathetic interactions, to enhance the chat experience and build a deeper connection with users.

ChatGPT challenges and limitations

ChatGPT is one of the newest advancements in artificial intelligence that allows users to generate human-like responses to certain queries. However, ChatGPT is not without its challenges and limitations. The main challenge with ChatGPT is the risk of data bias and the spread of misinformation. This is because AI models like ChatGPT can be influenced by the data sets they are trained on, which can lead to biased outputs.

Another limitation of ChatGPT is that it still may not be able to fully understand the context and subtlety of human communication. For instance, ChatGPT may not be able to comprehend sarcasm or irony, leading to inappropriate responses. These limitations could be harmful if ChatGPT is used in sensitive settings such as mental health support or legal advice.

It is also important to consider the ethical implications of using ChatGPT. As AI algorithms are not able to comprehend moral principles, they may produce outputs that do not align with human values. Additionally, the use of ChatGPT raises concerns about data privacy and the protection of personal information.

Lastly, ChatGPT requires continuous improvement in its development, which means that it may need to be regularly monitored and updated to ensure its accuracy and avoid the spread of misinformation. Another limitation ChatGPT warns its users about is that it has limited knowledge of the world and events after 2021. Additionally, developers of ChatGPT should consider ways to improve the model’s ability to comprehend nuance and context in human communication.

The Takeaway

In conclusion, while ChatGPT offers a groundbreaking development in AI, its challenges and limitations cannot be ignored. As such, it’s crucial that users stop for a moment and analyze the use they are about to make of it. This can be a great tool when it comes to finding inspiration and generating ideas, but it should not be relied on completely.


Why Global Access to the Metaverse Matters

The metaverse is generating a lot of buzz these days thanks to the exciting potential of the universal and immersive virtual world it promises to present to consumers using virtual reality (VR) and augmented reality (AR).

Many people are waiting on pins and needles to see where this technology can take them, but there’s no guarantee that every fan of the metaverse will be able to access this new virtual world. Why? Chances are, non-English speakers can struggle or fail to access the Metaverse if linguistic barriers leave them at the door.

Let’s take a closer look at why global access matters in the metaverse.

Increased Accessibility

For the metaverse to be truly global, accessibility in all its forms should be considered. Language is one of the elements that can really make a difference when it comes to accessibility as not everybody speaks English as a first or even second language.

Horizon Worlds learned this lesson the hard way when they launched in Spain and France, but failed to localize their content in Spanish or French. The native speakers in those regions who didn’t speak English were left confused. Even if a brand eventually localizes their products, they miss out on a lot of opportunities to attract a new audience from the get-go by not localizing their content from day one. Not only can the technology be unusable, but the audience can feel that the products weren’t designed for them and can lose interest in any future launches in their native languages.

Improved Engagement

The entire point of the metaverse is to create a more cohesive, web-like, integrated virtual experience, with new entertainment options and immersive experiences. But how can someone truly become immersed in a virtual world if they don’t understand the language they need to speak and therefore can’t fully interact in that space? This is why localization is the key to not just accessibility, but to engagement as well.

Companies can encourage customers to engage with their brand in the metaverse by creating virtual goods, branded games, and AR and VR showrooms. With the metaverse still being a new experience for consumers, brands have the chance to really stand out in this space, but can quickly lose their customers’ focus by not creating an experience they can understand and deeply engage with due to language barriers.

While the full potential of the metaverse is yet to be seen, the following industries are already anticipating being able to make big moves in this space:

The Takeaway

Investing in creating a brand presence in the metaverse will require a lot of time and money from brands. The last thing they want is for their investment to fall flat due to a lack of accessibility and engagement because of language barriers. Localizing content into an audience’s native language before launching in their market is key to capturing their initial attention and to retaining them in this virtual space. It’s important to remember that English is not as universal of a language as it gets credit for and that your customers will want to engage with a world they can understand and connect with.

Localization Management: Browser-Based Translations Tools

Localization Management: Browser-Based Translations Tools

Moving translation management tools into the cloud seems like an inevitable call for IT development in localization. Browser-based solutions offer ease of use, lower prices, accessibility (sometimes even from mobile devices), and versatility. All of this while providing the basic functionalities of Computer-Assisted Translation (CAT) tools, like translation memories (TM), terminology management, translation management for project managers (PMs), reporting and statistics, and quality assurance (QA) tools.

There are a lot of browser-based options in the market. Some offer comprehensive solutions for translation and localization workflows, while others specialize in supporting product development teams or website and app localization, like Transifex or Lokalise. Here we’ll offer insight on four of the most popular web-based tools: Memsource, Smartling, Smartcat, and XTM.

Localization from the Browser: Smartling and Smartcat

Smartling and Smartcat are entirely browser-based solutions. On the one hand, Smartling’s strength is website localization, since it offers an in-context preview and in-context translation and review mode. With these features, linguists can check how text displays on web pages. In addition, users don’t need a license to work on the platform, so it’s ideal for managing projects with freelance translators and multiple providers. However, it needs an optimal configuration in order to properly detect new content to translate, which is pushed automatically for translation. This issue may cause redundant costs and idle work.

On the other hand, Smartcat offers a browser-based comprehensive CAT tool, with TMs, term bases (TB) and QA features, as Smartling does too. But Smartcat’s distinctive added value is its marketplace, which offers the possibility to connect with available freelancers and automate payments. It also offers a built-in OCR solution to digitize non-editable documents.

Exhaustive Online Translation Management: Memsource and XTM

Memsource is an exhaustive translation management system and CAT tool with a lightweight editor and portal. It offers the core functions (TMs, TBs, and quality management) and a preview mode for some formats, like Word documents. Its salient feature may be its mobile and desktop integration, with a mobile app and editor for translators and for project managers. Additionally, it has a very user-friendly user interface (UI) that makes the software intuitive for both vendors and managers. Memsource allows exporting MXLIFF files, a native file of the software, that integrates with Memsource Editor, the desktop app. However, this file is not supported by Trados or memoQ, so linguists need to install plugins or extensions.

On another note, XTM is a robust online translation management system that enables language service providers to organize simple and more complex workflows. From this perspective, it offers reporting features, progress and time tracking options, a mobile app for PMs, and automation rules for workflow management. From a vendors’ point of view, one disadvantage may be that its slow performance depends on the quality of the internet connection, but it has the advantage of saving progress in cache for restoring.


Such variety and versatility within software solutions imply that there is always a best-suited tool for the types of projects and workflows linguists or Language Service Providers manage on a regular basis. Thorough research on the options and the support of your localization partner will always help make the best-informed choice available for your needs.

Why the Education Sector Should Embrace Digital Transformation

Why the Education Sector Should Embrace Digital Transformation

The pandemic pushed many traditional educational organizations to enter the online world of digital education. They all dipped their toes into the water by moving classes to Zoom and Google Meet, but the truth is that it takes a lot more than that to meet the demands of a digital generation.

There’s no time like the present for education to catch up with technological advancements to better serve and engage their users—aka learners. There is also a high percentage of teachers leaving traditional education institutions to work in the eLearning industry as of late, which is another factor the education system needs to take into account as they look to the future. Let’s take a closer look at why the education sector should embrace digital transformation.

What Does a Digital Transformation Look Like?

A digital transformation greatly surpasses typical software or hardware upgrades. A true digital transformation is just as philosophical as it is physical. For education institutions, a digital transformation may look like creating a learning environment that connects in-person education resources to digital ones so that students can belong to a robust ecosystem that combines security, technology, and education services.

A digital transformation can help create a more personalized, collaborative, and interactive learning experience.

How to Digitally Transform Education

So, how exactly can the education sector undergo a digital transformation? Let’s look at a few paths education institutions can take to enhance their digital presence in a meaningful way.

  • Multimedia digital textbooks. Heavy textbooks will soon be a thing of the past, as students can now access source materials from their digital devices wherever they are whether that be at home, the library, or in the classroom.
  • Bring your own device (BYOD). Enabling students to use the digital device they work on best in the classroom to take notes and work on their assignments can help foster engagement and retainment.
  • Personalized curriculum. With artificial intelligence, it’s now possible to create customized learning experiences for students by using artificial intelligence.
  • Game-based learning. Not only does game-based learning help encourage students to study, but it can actually help them better retain the information they’re being taught. This is a concept known as gamification and it’s very commonly used in e-learning materials.

The Benefits of Digital Transformation on Education

Why would education systems invest ample time and money in a digital transformation? To start, doing so actually increases access to education from students because the education experience becomes less reliant on one specific geographical location. This accessibility just adds to the convenience associated with a digital transformation. From being able to access source materials from any device, to collaborating and sharing notes digitally, to more spaces for interaction between teachers, students, and peers with their instructors and fellow students, there are tons of valuable benefits of a digital transformation for students.

The Takeaway

Through a digital transformation, educators can help enhance students’ learning experiences by fostering better communication and connecting them to more educational resources and materials.

Digital transformation in education is bringing down geographical barriers, allowing learners worldwide to choose what they want to learn regardless of location. Localization can help expand the target audience of whatever educational program that is already online. In addition, students can benefit greatly from localization as learning in their native language can greatly boost their engagement with the education materials, how they understand it, and how they retain the information.

How to Become Your Localization Team's Hero - Portada

How to Become Your Localization Team’s Hero

A strong localization kit is made up of multiple elements that vary in accordance with the complexity of a particular project. In general, localization kits contain a translation memory, glossary, termbase, style guide, and reference materials. Having a well-built out localization kit is a great way to get a project headed in the right direction. That being said, there is much more you can do to help your localization team do their best work and to ensure they have a great experience working with you. 

Let’s look at a few ways you can become your localization team’s hero!

Provide editable files 

Your localization team will save a lot of time if you provide them with an editable file as a source file to kick off their translation. Having an editable file helps avoid file conversions, which can look rather unpolished. If you do have to pursue a file conversion because the editable file is unavailable, the localization team will need to create a polished final document and DTP will be necessary, which can extend the project timeline

Determine the file extension you want to receive

If your localization team is aware of the type of file extension you want to receive, they’ll be able to choose the best translation tools for the specific project. Using the correct tool will help them prevent unnecessary exports and imports into different tools. If the content consists of loose strings of text, which is usually the case with software, then it’s important to organize it in a logical way that everyone on the team can understand. 

Add comments to the files

Adding comments to the file can help translators make sense of content. For example, if a translator is working on translating a video game, they may need context surrounding a character’s gender. Leaving a comment indicating what the gender of each character is, is super important as in some languages, adjective choices are affected by gender. Leaving comments throughout the file that provide additional context can help your localization team make the best word choices. 

Share a demo or beta version

When it comes to apps, video games, and software, sharing a demo or beta version can really help a translation team get a feel of the product. If you aren’t able to share an advanced copy of the product, perhaps you can share watermarked screenshots instead, so the team isn’t working blindly. 

Stay on top of formatting

If you want the formatting of the target document to mirror the formatting in the original document, you need to share that desire with your localization team in advance so that they can allocate the correct amount of time and resources to formatting the target document properly.

Determine timeline expectations and be flexible

While your localization team will always do their best to meet your desired deadline, be open to being flexible on your deadline if it helps the team avoid rushing and allow them to assess the project and confirm if the amount of time needed in order to provide a high-quality deliverable is in line with your expectations.

Be available and ready to answer questions

Your team will need to be able to come to you with questions in order to create the best possible final product. You don’t need to be available to answer questions 24/7, but you should make it clear how and when they can get in touch with you if they have questions. To help answer any major questions they may have, you can establish a query sheet as a way to streamline communication.

All of that being said, you’ll still need to be available to answer questions from time to time, so they can move forward with confidence.

Brazil & Mobile Apps A Growing Market - Portada

Brazil & Mobile Apps: A Growing Market

If you’re an app developer or company that benefits by having customers download your mobile app, then you will want to pay more attention to the Brazilian market. The extensive use of mobile phones, and consequently apps, in Brazil makes this one of the hottest mobile app markets in the world. Localizing your apps into Brazilian Portuguese in order to capture this huge market that loves apps so much is a gold mine of opportunity. 

Let’s examine exactly why Brazil has so much mobile potential. 

High Amount of Time Spent Using Apps

According to recent research, Brazil spends more time on mobile apps than any other country. When it comes to time spent on mobile apps, Brazilians spend an average of 5.4 hours each day connected to apps. This leaves app developers with a very captive audience if they take the right approach to localizing their apps for the Brazilian market. 

Access to smartphones in Brazil has been growing over the years, which is contributing to this high usage of mobile apps. In 2019 alone, Brazil’s smartphone growth exploded by 11%. With expected continued growth in regard to smartphone access, the potential to thrive in this market is seemingly endless. By 2023, cell phone sales in Brazil are expected to expand massively, with four million Brazilians owning a smartphone.

An Affinity for Mobile Shopping

One way Brazilians utilize their mobile devices is by shopping from them. In 2019, mobile sales surpassed $7.6 billion in revenue and accounted for 32% of all ecommerce payments in Brazil. With the majority of Brazilians preferring to make purchases over an app (78%), because of how efficient and straightforward the process is, it’s safe to assume that this trend of shopping from smartphones will continue to make an impact. 

All of that being said, you need to get the mobile shopping experience right if you want loyalty from Brazilian customers. More than half (53%) of Brazilians are willing to pay more for a product or service if the user experience is better, this is 12% higher than the global average. If you can properly localize your apps in a way that makes the mobile shopping experience easier and less stressful for Brazilians, you’re off to a really strong start. 

A Deep Love of Mobile Games

While mobile app usage varies, Brazilians are particularly enamored with mobile games. Brazil is the world’s largest Portuguese-speaking country and only one in 20 Brazilians speaks English. Because the majority of the Brazilian population does not speak English and really values localized content, it’s important for mobile game developers to have a localization and culturalization strategy in place. In order to make a mobile game appeal to Brazilian gamers, and to ensure they have a high quality experience, you must localize your mobile game specifically into Brazilian Portuguese (as opposed to European Portuguese). This is especially important if you hope to attract younger audiences.