Can't Read, Won't Buy - B2C

Many businesses miss the importance of engaging their global audience with a full language experience that conveys their brand, reputation, and trustworthiness.

CSA Research again selected Kantar to field the survey and vet responses from thousands of consumers in 29 countries. Then the CSA Research team of analysts and data scientists analyzed the hundreds of thousands of datapoints from the survey’s 50 questions. Their correlations, analysis, and insight provide reliable data to make the ROI case for delivering localized experiences throughout the customer journey.

The findings are detailed in “Can’t Read, Won’t Buy – B2C.”

Learn "Why Kantar?" here


Can't Read, Won't Buy in Figures

Prefer Content in Their Language

Even if it's poor quality

Tolerate Mixed Languages on a Website
Want Product Reviews in Their Language

If nothing else

Use Online Machine Translation
Will Not Buy in Other Languages

10 Facts About Can't Read, Won't Buy 2020 (CRWB)

1. Can’t Read, Won’t Buy research series launched in 2006

2. 2020 research is the 3rd edition of CRWB

3. CRWB includes 2 separate surveys for Consumers and Businesses

4. All questions were fielded by global survey specialist, Kantar

5. Kantar vetted 31,933 Consumers to yield a representative sample of 9,909 in 33 countries

6. Kantar vetted 6,703 Business users to yield a representative sample of 1,116 in 28 countries

7. Survey questions were available in 26 languages and three national dialects

8. Kantar’s proprietary Honesty Detector software, filters, and trap questions validated all responses

9. Surveys were conducted in the official language of each country

10. The consumer survey contained 50 questions; the business survey had 33 questions

How It Helps You


ROI of delivering localized content



Validate strategic planning decisions



Build a business case for expanding language coverage 



Leverage global languages such as French and Spanish in multiple markets


Understand customer care and technical support expectations



Establish recommendations for globalizing CX  



Prioritize international markets



Understand CX expectations for localization by country



Determine the base level of localization that you need for a customer journey


Determine where machine translation would be acceptable


Information Sources

CSA Research partnered with survey panel specialist Kantar. This report is based on an in-depth survey of 8,709 consumers in 29 locales, conducted from November 2019 to January 2020. It is CSA Research’s third such survey since 2006. The “Guide to Can’t Read, Won’t Buy™ Research” describes in detail the methodology and survey demographics for this and related reports.

Countries included in the survey: Brazil, China (PRC), Czechia (Czech Republic), Denmark, Egypt, Finland, France, Germany, Greece, India, Indonesia, Italy, Japan, Korea (ROK), Mexico, Netherlands, Norway, Poland, Portugal, Romania, Russia, Slovakia, Spain, Sweden, Taiwan (ROC), Thailand, Turkey, United States (Spanish), and Vietnam.

'Can't Read, Won't Buy' Research Series

Guide to Can't Read, Won't BuyTM Research 

How to best use this research series. 

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Can't Read, Won't Buy -

Business to Business focused report. 

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Can't Read, Won't Buy -

Selling to internatinal consumers. 

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ROI of Customer Engagement 

Grow profits by engaging your customers. 

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