The dictionary defines localization as the process of making something local in character or restricting it to a particular place. So why is it important? Why would you localize an app? Using app localization to its best advantage is vital to any business seeking to move into international markets and maximize app downloads.
App localization is the process of adapting a new, or existing, app to local culture and language in the target market. It is the process of adapting an app into a different linguistic and cultural context – involving much more than the simple translation of text. This modification process must reflect specific cultural and language preferences in the images, content and overall design and requirements of the app – all while maintaining the integrity of the app. Culturally adapted apps lessen the amount of required cognitive efforts from users of the app to process information, making navigation easier and attitudes toward the app more favorable. The modification of the app must additionally take into consideration the stated purpose of the app with a focus on the targeted market / audience in the new locale. App localization aims to customize an app so that it seems “natural” to its viewers despite cultural differences between the audience and the creators. Two factors are involved – programming expertise and linguistic / cultural knowledge – preferably by a translation agency with experience in app localization.