Localizing times might seam easy: “5:30 PM” in Spanish and Galician is “17:30”. Done. Publish. However, time localization involves much more than just changing the time format.
How time works in Galicia and Spain
If a Galician or Spanish user opens an app at 5:30 PM, when most people are still working, and the app says “Boas noites” or “Buenas noches” (which means “Good night”), the user will probably be puzzled. This is why localization is so important, because in Galicia (and Spain) we only say that when we are finishing the day, which could start at any time between 8 PM and 10 PM. But not at 5:30 PM.
At that time, you should still say “Boa tarde” / “Buenas tardes” (“Good afternoon/evening”). Or even “Bo serán” or “Boa tardiña” in the case of Galician users during the winter. Yes, during the winter, when days are shorter and it’s dark around 6 PM. In summer, at 5:30 PM the sun shines bright in the sky and nobody is thinking about going to bed since it won’t be night until 9-10 PM in most of the country.
Offering the best user experience
Adapting the time slots in which specific messages are shown in Spain is crucial to offer a natural user experience. One that feels as made specifically for each user. And even to have different time slots for the winter and for the summer. Because we know that we have particular time frames as compared to other EU countries and the USA, but that is just something else that makes us unique. And that can make your products or services stand out.
That’s why you should entrust your texts to someone who perfectly knows how time works in your target market and can help you deliver the best user experience to them.