Report identifies means to address language differences that divide the IT industry from its customers
Analyzing and comparing a millions words of everyday conversation with IT marketing material has shown the IT industry is not speaking the same language as everyone else. As well as special industry terms, IT marketing departments prefer a type of English that makes their messages harder for people to understand.
While the public at large uses 78% of words from core English*, customer newsletters from leading IT companies use barely 50%. Instead they choose many more words derived from French, Latin and Greek, so readers have to deal with vocabulary they rarely use themselves.
"The way to help people understand complex ideas is, wherever possible, to use the same type of words they choose when talking to each other," said Malcolm Galfe of Optimum, the communications advisers that conducted the research. "The percentage of words from...