We think of the internet as a big, limitless source of global information, but research suggests something quite different.
The ideas that we can access online depend entirely on the languages we speak. Even if you speak the internet’s most dominant language - English – you are now only able to access 30%* of content (unless of course, you speak another language as well).
This means we all miss out on many concepts, events and information which might be hugely significant in other languages – and of course, speakers of non-dominant languages are particularly disadvantaged.
While New Zealand’s population is becoming increasingly diverse, we are still very mono-lingual. What does this mean for us as a country – both in terms of what we understand about the world, and how businesses sell Kiwi products to the world or to different cultures within NZ?
Below, Spark’s head of Market Strategy, Neeharika Chowdhary, discusses what this could mean for businesses in New Zealand’s largest and most multi-cultural city, Auckland.