- In regards to personalization: People are becoming more and more aware of their online persona, and they're tracking it on more frequently than they once did. According to PEW, more than twice as many people (47%) are googling themselves than did five years ago (when the googling rate stood at 22%). Indeed, "google" is an official verb in Merriam-Webster.
- In regards to localization: A report pins the penetration of the Internet to stand at only 16.7% of the world population, mostly in the developing, English-speaking world. The same report says that the "majority of corporations are ill prepared to expand globally. And until they put a premium on localization, their expansion efforts will be at risk of failure."
Localization in China image by Helga's Lobster Stew [cc, 2.0]