To which language should you translate to localize in the DACH market?
WHAT WE KNOW FROM OUR COMMUNITY
There are many local dialects and regional language variants in the German-speaking market, which comprises a population of 100+ million people. This broad variety is true both within Germany as well as in the larger DACH market, which consists of Germany (“Deutschland”), Austria (“Österreich”), and Switzerland (“Schweiz”). Additionally, there are German-speaking populations in the small states of Liechtenstein and Luxembourg (“Luxemburg”), and in the Italian province of South Tyrol (“Südtirol”). Context therefore matters very much: We always need to consider the specific audience in order to provide natural, idiomatic translations. The safest choice for addressing the entire market is to use Standard High German, a standardized variety of German for communication in formal contexts and between different dialect areas. That said, cultural sensitivity is important, as seemingly simple choices can make quite a difference. For example, a “chair” could be a “Stuhl” for most people in Germany, whereas most Austrians would call it a “Sessel”, which in turn would be a rather specific form of chair (i.e. an armchair) for Germans. Context also matters for grammar and even spelling: A “month” would be “der Monat” (masculine) in Germany but “das Monat” (neuter) in Austria; and “street” would be spelled “Straße” in Germany and Austria but “Strasse” in Switzerland.
To which language should you translate to localize in Germany?
WHAT WE KNOW FROM OUR COMMUNITY
“The average level of English in Germany is B1 in the Common European Framework of Reference. Among the most English-friendly cities we find Berlin, while the regions that have recorded the worst knowledge of English are those bordering France, in which priority has been given to French as a second mandatory language. The Saarland, in fact, is the Land with the worst result. Berlin is the city who speaks more English, but keep in mind that purchasing power in Berlin ranks among the lowest of any region in Germany. Berliners have to make do with 48% less income than a person living in Munich. Moreover, the further you move away from cosmopolitan areas, the more conservative people are. So make sure your product is fully translated in German and l that your messaging reflect that. An example? In your ads, using the more formal Sie instead of the less formal du can significantly increase conversions.“
LANGUAGE INSIGHT
Official language
German (90.1%; 76.11 mln)
Actual languages
German (90.1%; 76.11 mln),Russian (3.6%; 3.04 mln), Turkish (2.6%; 2.19 mln), Italian (0.7%; 591k), Greek (0.4%; 337k), Polish (0.3%; 253k), other (2.3%; 1.94 mln)
What the top 150 best localized websites in the world do in Germany
(Top 150 websites listed in the Global by Design ranking – published annually by Byte Level Research, this report provides a list of globally localized websites, showcasing best practices and emerging trends in their globalization)
136/150 localize by translating into German
1/150 localizes by translating into German, French and Simplified Chinese
1/150 localizes by translating into German, French, Spanish, Italian and Simplified Chinese
1/150 localizes by translating into German, French, Spanish, Italian, Simplified Chinese, Traditional Chinese, Korean, Japanese, Russian and Portuguese
1/150 localizes by translating into German, French, Spanish, Italian, Simplified Chinese, Polish, Korean, Japanese, Russian and Portuguese
1/150 localizes by translating into German, French, Spanish, Italian, Simplified Chinese, Traditional Chinese, Polish, Japanese, Portuguese, Arabic, Czech, Hungarian, Dutch and Swedish
1/150 localizes by translating into German, French, Spanish, Italian, Simplified Chinese, Traditional Chinese, Japanese, Russian, Portuguese, Arabic, Hungarian, Bahasa Indonesia, Romanian, Turkish, Thai and Ukrainian
1/150 localizes by translating into German, Low German (Plautdietsch), Romany and German Sign Language
1/150 localizes by translating into German, Low German (Plautdietsch) and Palatine German
3M
ABB
Accenture
Adidas
Adobe
Airbnb
Aldi
Amazon
American Airlines
American Express
Apple
Audi
Autodesk
Avis
Bayer
BMW
Booking.com
Bosch
British Airways
Bumble
Burberry
BYD
Canon
Capgemini
Cartier
Caterpillar
Chevrolet
Cisco Systems
Citibank
Coca-Cola
Costco
Dell
Deloitte
Delta
DHL
Disney+
Dyson
eBay
Eli Lilly
Emirates
Ernst & Young
Facebook
FedEx
Ford
Four Seasons
Fujifilm
GE
Gillette
GoDaddy
Google
Gucci
Haier
Heineken
Hermès
Hertz
Hilton
Hisense
Hitachi
Honda
Hotels.com
HP
HP Enterprise
HSBC
Huawei
Hyatt
Hyundai
IBM
IKEA
Intel
InterContinental Hotels
J&J
Jack Daniel's
Jehovah’s Witnesses
John Deere
Kellogg's
Kia
KPMG
LOréal
Land Rover
LEGO
Lenovo
Lexus
LG
Louis Vuitton
Lululemon
LUSH
Marriott
MasterCard
McDonald's
Mercedes-Benz
Merck
Microsoft
Mitsubishi Electric
Nestlé
Netflix
Nike
Nikon
Nintendo
Nio
Nissan
NIVEA
Oracle
Pampers
Panasonic
PayPal
Pepsi
Pfizer
Philips
Pitney Bowes
Porsche
Procter & Gamble
PWC
Revolut
Rolex
Royal Caribbean
Salesforce
Samsung
Sanofi
SAP
Sephora
Shopify
Siemens
Sony
Spotify
Starbucks
Steelcase
Stripe
Subaru
Tesla
The Church of Jesus Christ of Latter-day Saints
Tiffany
Tinder
Toshiba
Toyota
TripAdvisor
Uber
United Airlines
UPS
Visa
Volkswagen
Volvo Cars
Vrbo
Walmart
Western Union
Wikipedia
Wise
WordPress
Workday
Xerox
Xiaomi (Mi)
Zara
Zoom
Available in
If you need others information, below you can find a selection of economic/social/cultural data
Imports $1.49 trillion (2022). Petroleum Gas ($98B), Cars ($67.7B), Motor vehicles; parts and accessories (8701 to 8705) ($41.7B), Crude Petroleum ($39.5B), and Vaccines, blood, antisera, toxins and cultures ($36B), importing mostly from China ($152B), Netherlands ($131B), Poland ($93.1B), Belgium ($91.9B), and Italy ($78.5B).
In 2022, Germany was the world’s biggest importer of Petroleum Gas ($98B), Nitrogen Heterocyclic Compounds ($19.3B), Reaction and Catalytic Products ($5.42B), Cheese ($5.19B), and Large Flat-Rolled Stainless Steel ($4.95B).
Financial inclusion factors (over 15 years of age) • 100% have an account with a financial institution • 56.5% have a credit card • 81% make online purchases
Ease of doing business It is very easy to conduct business (rated 79.7 out of 100) ranked 13th out of 44 OECD high income countries and ranked 22nd out of 190 countries worldwide (2022, World Bank).
Exports $1.6 trillion (2022). Cars ($149B), Packaged Medicaments ($74.8B), Motor vehicles; parts and accessories (8701 to 8705) ($61.8B), Vaccines, blood, antisera, toxins and cultures ($45.5B), and Refined Petroleum ($25.7B), exporting mostly to United States ($153B), France ($120B), China ($109B), Netherlands ($109B), and Italy ($90.7B).
In 2022, Germany was the world’s biggest exporter of Cars ($149B), Packaged Medicaments ($74.8B), Motor vehicles; parts and accessories (8701 to 8705) ($61.8B), Electricity ($18B), and Centrifuges ($15.5B).
Main local online stores Amazon.de, Otto.dem, Zalando.de
Economic freedom ‘Mostly free’ (72.1 out of 100) ranked 12th out of 44 European countries ranked 18th out of 176 countries worldwide (2024, Heritage Foundation and Wall Street Journal)
Global Innovation Index Ranked 6th out of 39 European countries, 8th out of 132 worldwide.
The Global Innovation Index captures the innovation ecosystem performance of 132 economies and tracks the most recent global innovation trends.
Specialization is measured using Revealed Comparative Advantage (RCA), an index that takes the ratio between Germany observed and expected exports in each product.
This score represents the likelihood that the given country will start importing that product in the next few years. It forecasts the opening of a new specific market.
Market Growth Exports (2020)
This score represents the likelihood that the given country will start exporting that product in the next few years. It forecasts the opening of a new specific market.
Information channels Germany’s competitive television market is the largest in Europe, with more than 38 million TV households. The many regional and national public broadcasters – organised in line with the federal political structure – vie for audiences with powerful commercial operators. Each of the 16 regions regulates its own private and public broadcasting. The national public broadcasters are TV networks Das Erste and ZDF and Deutschlandradio. Public TV and radio are funded by a “broadcasting contribution” paid by each household. Deutsche Welle (DW) is Germany’s international broadcaster. Germany is home to some of the world’s largest media conglomerates, including Bertelsmann and the publisher Axel Springer. The top free-to-air commercial TV networks are operated by RTL Group and ProSiebenSat1 Media. Germans are avid newspaper readers and the non-tabloid press is a trusted news source. There are several national newspapers, but the press is strongest at the regional and local level. Bild tabloid is the best-selling daily. Media freedom is enshrined in the Constitution. While the press and broadcasters are free and independent, the display of swastikas and statements endorsing Nazism are illegal.
ARD– organisation of regional public broadcasters; operates Das Erste, the main national public TV channel ZDF– operates second national public TV channel n-tv– commercial, rolling-news Welt – commercial, rolling news RTL – major commercial broadcaster ProSiebenSat.1– major commercial broadcaster DW-TV – public, international; in German, English, Spanish, Arabic Sky – pay-TV operator
Radio
ARD– umbrella organisation of public radio services, including those of individual regions Deutschlandradio– operates national public stations Deutschlandfunk and Deutschlandradio Kultur, both offering current affairs and cultural programmes Deutsche Welle – international radio, services in many languages
Share of web traffic by device 48.17% mobile phones, 49.71% computers (laptops and desktops), 2.06% tablet devices, others 0.06%
Median speed of mobile Internet connection 57.44 Mbps
Median speed of fixed Internet connection 89.93 Mbps
Mobile connection as a percentage of total population:145.2%
Percentage of mobile connections that are broadband (3G-5G):98.7%
Mostpopular web search engines Google (89.94%), Bing (5.55%), Yandex (1.26%), Yahoo! (1.07%), Duckduckgo (0.92%), other (1.26%).
Most used social media Facebook (62.93%), Instagram (16.32%), Pinterest (7.09%), Twitter (5.25%), YouTube (4.03%), LinkedIn (1.7%), Reddit (1.49%), other (1.19%).
Corruption perceptions Index Germany scored 79 out of 100, ranked 9 out of 180 countries worldwide.
Current health expenditure 12.81% of GDP
Current education expenditure 91.6% of total expenditure in public institutions
CO2 emissions 7.3 metric tons per capita
World Happiness Index Germany ranked 14 out of 146 countries, with a score of 7.034.
Glass Ceiling Index 54.5 out 100, ranked 22nd out of 29 countries.
The glass-ceiling index measures the environment for working women combining data on higher education, labor-force participation, pay, child-care costs, maternity and paternity rights, business-school applications, and representation in senior jobs.
Distribution of employment in Germany in 2019 by economic sector
Source: WorldBank
The Data Factbook is a work in progress project. Our community is helping us to fill it up always with new and updated data. Your contribution is precious. If you want to help us, please write your advices at imminent@translated.com
Languages research
Dialects spoken in Germany
Legend
1-Holsatian
2-Eastphalian
3-Pomeranian
4-North Margravian
5-Central Margravian
6-Berlin Dialect
7-Westphalian
8-Thuringian
9-Lowe Siles and Low Rhenish
10-Lower Silesian
11-Upper Saxon
12-Hessian
13-Moselle Franconian
14-East Franconian
15-South Franconian
16-North Bavarian
17-Swabian
18-Low Alemannic
19-Rhine Franconian
20-Low Rhenish
21-Ripuarian
22-Luxembourgish
23-Limburgish
24-Dutch
25-Flemish
26-Brabantian
27-Hollandic
28-Dutch Low Saxon
29-North Low Saxon
30-West Frisian
31-Gronings-East Frisian
32-Sleswickian
The geographical distribution of languages that you will find in the maps published in this section is a work in progress. Our community is helping us to fill it up with always new and updated data. Your contribution is precious. If you want to help us, please write to imminent.factbook@translated.com
Photo credit: Francesco Luca Labianca , Unsplash
Log into your account
Sign up to Imminent
202 countries data index
Get your account for free
Reset your password
Enter the email address you used when you joined to reset your password.
Search anything and hit ENTER
Language is what makes us human.
A selection of world news for global citizens
Insights to understand local cultures and languages
Data Factbooks to help you localize at the best your business project
We use cookies to enhance your experience. By continuing to visit this site you agree to our use of cookies. Learn moreOk