Tips for localization and translation of your business in German
The German eCommerce market was worth 99 billion euros in 2021.
German has more than 130 million native speakers and is the most spoken native language within the European Union. As German is so widely spoken, it has become a prominent language for businesses to localize with. So why should you localize in German and what should you consider in your localization strategy?
Why localize in German?
German is the 7th most used language on the internet and is massive within the mobile and app market. Germany takes the lead in Europe in terms of app store purchases and brought in around 1.8 billion dollars in 2021 alone. Further, there are more than 82 million high-income earners in Germany who like to shop online and expect content to be delivered to them in German, even if they understand English, meaning localizing in this language is very important if you want to reach the European or German market.
Where is German spoken?
German is one of the largest native languages spoken in Europe but where else is it spoken? – Photo by Anthony Beck on Pexels
German is the official language of four counties in Europe: Germany, Austria, Belgium and Luxembourg as well as Switzerland and Liechtenstein. Even outside of these countries, it is also spoken as a minority language in 42 countries across the world.
- In the US, 1.4 million people speak German as their mother tongue.
- Over 60% of the population in Switzerland speak German.
- Russia holds around 800,000 German speakers dating back to the time of the Romanovs.
- Even Africa holds Native German speakers, with around 20,000 living in Namibia who are descendants from the time of German colonisation.
History of the German language
The German language, like English, belongs to the Indo-European language family. German began to take shape when the Romans came to the area in the 1st century BCE. As Christianity began to spread, under the influence of Latin and Greek, the first written Germanic language was created in the 4th century by Bishop Ulfilas.
Around 600 CE, there is a shift between different dialects in the Germanic languages. This is called the Second Germanic Consonant Shift and it was what we now call Old High German. This shift was an important one for the German language as it changed its pronunciation, which, still exists today. For example, Deutsch, meaning German, appeared for the first time during this shift.
Around 1250-1550 CE there were a variety of cultural changes, such as Martin Luther’s translation of the bible, which added a variety of new words to the German vocabulary. It was this translation that also set the tone for what would become a unified German language. From the 16th to 18th centuries various dialects from the southern and central part of German formed the New High German version, which is what is generally spoken today.
In 1880 Konrad Duden wrote and published the first edition of the Complete Orthographic Dictionary of the German Language. This book remained in place until the spelling reform of 1996.
While German still exists in many dialects, such as High German or Low German, High German is the official written language.
High, Low, and Standard German
Map of German language usage. The red line divides Low German and Middle German while the blue line divides Middle German and High German. – Image from deutsch-lernen
What is the difference between these dialects? The connotations of these dialects have nothing to do with social class but rather where they are spoken geographically in Germany. It’s somewhat similar to American English vs. British English and the Germans call these dialectal differences Hochdeutsch. Not sure which dialect to choose for your website localization? You can find translation solutions with international translation companies that specialise in the German language.
High German: Spoken in the mountainous and high-altitude regions of Germany that underwent a consonant shift. Spoken in southern Germany and partially in Central Germany.
Low German: Spoken in the lowlands of Germany. This dialect did not go under the same sound changes as its higher counterpart and has a similar sound to Dutch.
Standard German: An effort started by the Holy Roman Empire to create a lingua franca. German dialects at the time were spread apart and made communication difficult. The consolidation was an attempt to make the bible that could be understood by all Germans. As a result of Martin Luther’s translation and efforts, the bible became a base for the Standard German language. Standard German has many High German features and is a variant of High German.
With German, dialects differ depending on how much the High German consonant shift affected them. The main consonants affected by this shift were p, t, and k. For example, p became a pf sound, ik became ich, or t became s or ts. The Low German areas of the country don’t use these pronunciations as they were unaffected by this shift.
Main Differences between German vs. Swiss German
Thinking of localising in Switzerland with German? Swiss German is distinctly different from its Standard German counterpart and is referred to as Helvetisms. Helvetisms are vocabulary, pronunciations, and syntax that are specific and unique to Switzerland. You might not think there would be that much variation, but the distinctions are significant, to the point where those in Germany will need subtitling services to understand a TV show or video that is in Swiss German. Here are some relevant points to consider if you are going to localize here:
- Ch sound in Swiss German is often used where a k sound is used.
- Kalt (cold) becomes chalt
- Swiss German doesn’t use diphthongs. The double vowel sound will be treated as if they were on their own with the emphasis placed on the first sound. If there are two of the same vowels the sound is longer and drawn out.
- Swiss German only uses two verb tenses, the past perfect and the present.
- The eszett (ß) which is used in Standard German, is not used in Swiss-German. It is written as a double “ss”. In both instances, there are used to indicate the word has a long or hard s sound.
Things to consider when creating a localization strategy for German
What direction should you take for your website localization? – Photo by Sebastian Herrmann on Unsplash
- Know your audience and location: Are you localising within Germany? What dialect are you choosing to localize in? Or are you looking to localize for the German market in Switzerland or Africa? Each of these decisions will impact your localization strategy.
- Pay attention to tone and be factual: If you’re localizing for Germany, studies have shown that German consumers generally prefer and respond to a formal tone in marketing. Germans also desire direct and informative language so make your content concise. Statistics and such will work in your favour with most German audiences so make sure you back up your claims with facts and reliable sources.
- Be respectful and be mindful of traditions: Germans tend to be sensible and straightforward people who value tradition and respect. For example, Walmart attempted to expand into the German market, however, most Germans didn’t like that Walmart was putting smaller shops out of business. This led to the German people shunning the chain resulting in Walmart eventually pulling out of the German market completely. Be mindful and respectful of your competitors as Germans are notoriously loyal.
- Be mindful of text expansion: Text expansion with the German language is substantial. Whether it’s a website localization, legal translation, or eLearning translation be prepared to need 35% or more space for text when translating.
Having a successful localization strategy comes with having proper business translation services that know the German market and can offer translation solutions that suit your business needs. Translation management can be the difference between a successfully localized platform and one that goes bust. Ensure you get the best possible quality translation by using a marketing translation agency like Into23.
Into23 is a group of translation and marketing professionals that can help you create a localization strategy in German or in any other language you require. Make Into23 your localization partner today and contact us for a free quote.