Translated's Research Center

Germany

Europe

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
  • Localization available 3M
  • Localization available ABB
  • Localization available Accenture
  • Localization available Adidas
  • Localization available Adobe
  • Localization available Airbnb
  • Localization available Aldi
  • Localization available Amazon
  • Localization available American Airlines
  • Localization available American Express
  • Localization available Apple
  • Localization available Audi
  • Localization available Autodesk
  • Localization available Avis
  • Localization available Bayer
  • Localization available BMW
  • Localization available Booking.com
  • Localization available Bosch
  • Localization available British Airways
  • Localization available Bumble
  • Localization available Burberry
  • Localization available BYD
  • Localization available Canon
  • Localization available Capgemini
  • Localization available Cartier
  • Localization available Caterpillar
  • Localization available Chevrolet
  • Localization available Cisco Systems
  • Localization not available Citibank
  • Localization available Coca-Cola
  • Localization not available Costco
  • Localization available Dell
  • Localization available Deloitte
  • Localization available Delta
  • Localization available DHL
  • Localization available Disney+
  • Localization available Dyson
  • Localization available eBay
  • Localization available Eli Lilly
  • Localization available Emirates
  • Localization available Ernst & Young
  • Localization available Facebook
  • Localization available FedEx
  • Localization available Ford
  • Localization available Four Seasons
  • Localization available Fujifilm
  • Localization not available GE
  • Localization available Gillette
  • Localization available GoDaddy
  • Localization available Google
  • Localization available Gucci
  • Localization available Haier
  • Localization available Heineken
  • Localization available Hermès
  • Localization available Hertz
  • Localization available Hilton
  • Localization available Hisense
  • Localization available Hitachi
  • Localization available Honda
  • Localization available Hotels.com
  • Localization available HP
  • Localization available HP Enterprise
  • Localization available HSBC
  • Localization available Huawei
  • Localization available Hyatt
  • Localization available Hyundai
  • Localization available IBM
  • Localization available IKEA
  • Localization available Intel
  • Localization available InterContinental Hotels
  • Localization not available J&J
  • Localization available Jack Daniel's
  • Localization available Jehovah’s Witnesses
  • Localization available John Deere
  • Localization available Kellogg's
  • Localization available Kia
  • Localization available KPMG
  • Localization available LOréal
  • Localization available Land Rover
  • Localization available LEGO
  • Localization available Lenovo
  • Localization available Lexus
  • Localization available LG
  • Localization available Louis Vuitton
  • Localization available Lululemon
  • Localization available LUSH
  • Localization available Marriott
  • Localization available MasterCard
  • Localization available McDonald's
  • Localization available Mercedes-Benz
  • Localization available Merck
  • Localization available Microsoft
  • Localization available Mitsubishi Electric
  • Localization available Nestlé
  • Localization available Netflix
  • Localization available Nike
  • Localization available Nikon
  • Localization not available Nintendo
  • Localization available Nio
  • Localization available Nissan
  • Localization available NIVEA
  • Localization available Oracle
  • Localization available Pampers
  • Localization available Panasonic
  • Localization available PayPal
  • Localization available Pepsi
  • Localization available Pfizer
  • Localization available Philips
  • Localization available Pitney Bowes
  • Localization available Porsche
  • Localization available Procter & Gamble
  • Localization available PWC
  • Localization available Revolut
  • Localization available Rolex
  • Localization available Royal Caribbean
  • Localization available Salesforce
  • Localization available Samsung
  • Localization available Sanofi
  • Localization available SAP
  • Localization available Sephora
  • Localization available Shopify
  • Localization available Siemens
  • Localization available Sony
  • Localization available Spotify
  • Localization available Starbucks
  • Localization available Steelcase
  • Localization available Stripe
  • Localization available Subaru
  • Localization available Tesla
  • Localization available The Church of Jesus Christ of Latter-day Saints
  • Localization available Tiffany
  • Localization available Tinder
  • Localization available Toshiba
  • Localization available Toyota
  • Localization available TripAdvisor
  • Localization available Uber
  • Localization available United Airlines
  • Localization available UPS
  • Localization not available Visa
  • Localization available Volkswagen
  • Localization available Volvo Cars
  • Localization not available Vrbo
  • Localization not available Walmart
  • Localization available Western Union
  • Localization available Wikipedia
  • Localization available Wise
  • Localization available WordPress
  • Localization available Workday
  • Localization available Xerox
  • Localization available Xiaomi (Mi)
  • Localization available Zara
  • Localization available Zoom
Available in

If you need others information, below you can find a selection of economic/social/cultural data

Overview


Language

Official language
German (90.1%)

T-index
3.5%

T-Index ranks countries according to their potential for online sales.

Other languages
Russian (3.6%), Turkish (2.6%), Italian (0.7%), Greek (0.4%), Polish (0.3%), other (2.3%)

Minority languages: Low German (Plautdietsch), Palatine German, Upper Sorbian, Lower Sorbian, Frisian, Romani, Danish

English
Very high proficiency (EF) – 10 of 111 countries/regions in the world- 8/34 position in Europe.

Demography

Capital: Berlin
Currency: Euro
Population: 84.48 million 
Population density: 238/km2

Economy

GDP: 4.08 trillion USD (2022)
GDP per capita: 48.7 milllion USD ‎(2022) ‎
Exports: 1.6 trillion USD (2022)

Statistics

Internet users: 93.3% penetration, 77.70 million
Unemployment rate: 3.1% (2023)
Urbanisation: 78% (2023)
Literacy: 99% (2019)

Conventions

Numbering system
Arabic numerals and comma as decimal separator

Date format: dd-mm-yyyy
Time: 24h time system
Country code: 0049

Language data sources: Worldatlas/Britannica//EF/Wikipedia; Demography data sources: IMF/Worldometers; Conventions data source: Wikipedia; Economy data sources: WTO/OEC/CIA/Esomar/Datareportal; Statistics data sources: Datareportal/WorldBank/UN/UNESCO/CEIC/IMF/Culturalatlas/Commisceoglobal

Facts and data


Economy

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.

Economy data sources: WTO/OEC/CIA/Esomar/Datareportal


Service Imports (2020)
Service Exports (2020)

Source: OEC

Trade balance of goods from 2013 to 2023

Source: Statista

Historical Data Trade Imports

The following section uses historical trade data imports from partners of Germany.

Historical Data Trade Exports

The following section uses historical trade data exports from partners of Germany.

Source: OEC

Germany's Most Complex Exports

The Product Complexity Index (PCI) measures the knowledge intensity of a product by considering the knowledge intensity of its exporters.

Which of the following methods do you prefer to use when you pay for a product you have bought online? (2019)

Source: OEC

Source: PostNord

Perception of products made in selected countries in 2017

Source: Statista

Which attributes do you associate with products made in Germany?

Source: Statista

Germany's Most Specialized Products

Specialization is measured using Revealed Comparative Advantage (RCA), an index that takes the ratio between Germany observed and expected exports in each product.

Source: OEC

No data

Source: Statista

Market Growth Imports (2020)

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.

Source: OEC

Foreign direct investment, net inflows (BoP, current US$)

Source: OEC


T-index

T-index

Reach most of the online purchasing power

T-Index ranks countries according to their potential for online sales. It estimates the market share of each country in relation to global e-commerce.

Try it now

Media

Media language German, English

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.

The press

Frankfurter Allgemeine Zeitung – prestigious daily
Sueddeutsche Zeitung – Munich-based daily
Die Welt – Berlin-based daily
Frankfurter Rundschau – Frankfurt am Main-based daily
Handelsblatt – Duesseldorf-based financial daily
Focus – weekly news magazine
Der Spiegel
– news weekly, English-language site
Die Zeit
– weekly
Bild – mass-circulation daily
The Local – Berlin-based, English-language

Television

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

News agency

Deutsche Presse-Agentur (dpa)

Media data source: BBC


Internet Data

Internet users
93.3% penetration, 77.70 million

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%

Most popular 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%).

Internet data sources: Datareportal/Statcounter


Social statistics

Life expectancy
81 yrs (2022)

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.


Social statistics sources: WorldBank/UN/UNESCO/CEIC/IMF

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