Joining the ranks of the middle class means gaining access to computers and mobile devices with internet access. In turn, access to the internet changes our engagement with content. Becoming an information consumer changes how we learn about products and services. As consumers and employees, we begin to access services online, in private networks, or on mobile phones. We engage with products and services, with companies and brands via digital content, and by joining social networks we enter into broader circles of influence with other information consumers. Participating in online social networks alters how we share what we know with others. Our exposure to products, services, brands and economic exchanges radically increases.
In the past two years, the economic potential addressable through online communication has risen from $36.5 trillion to $44.6 trillion, a staggering sum. Only a third of that total is addressable in English as a native tongue. As more of the world’s people adopt the ways of the information consumer, the value of translation will continue to grow. The number of “big languages” on the web has grown from an initial few; now product and service companies require at least 12 languages to reach 80% of the online population. It takes 13 languages to address 90% of the world’s online spending power. The long tail of languages is starting to assert its power. . .