126 of 133
ChatGPT is in the top 10
In 95 countries it is in the top 5. Almost everywhere, the people reading about AI translation already use AI.
wxrks research · 2026
The web, country by country
We read the 20 most visited websites in 239 countries and territories, added each country's culture scores, and used both to design a landing page per country. This is what we found, and how it changed each page.
- 239countries and territories read
- 133with enough data for a page
- 136landing pages
- 47languages
What we found
92 of 133
WhatsApp is in the top 20
Telegram is in 21. In these countries a link travels by messenger, so the share button is the messenger.
14
Countries where a regional search portal is in the top 20
Yandex in 12, Naver in South Korea, Yahoo! JAPAN in Japan. Pages there follow that portal style, not the global template.
5
Countries with DuckDuckGo in the top 10
Australia, Switzerland, Germany, Ireland, and United States. Readers there get a page that reads like a brief.
31
Countries led by national news portals
Dense front pages with sections and ranked lists set what a page should look like there.
129 of 133
Google is the most visited site
The exceptions are South Korea, Saudi Arabia, Thailand, and Türkiye.
Four inputs, with fixed weights
Every design decision on a page (layout, color, type, the order of sections, the share button, the form of address) is pulled by the same four inputs. The brand is one input, not the frame.
30The country's most visited sites (Semrush, September 2026)
25The country's culture scores (Hofstede, six dimensions)
30The reader there, the person who runs localization
15wxrks. The wordmark and the voice, never our brand green
Seven families of web
Each country's top sites put it in one family, and the family sets the page's layout. Culture and the reader then make each page its own.
17 countries
Text-first
Reddit, Wikipedia or DuckDuckGo high in the top 10, few local portals.
A research brief. One reading column, a contents list, figures set like a report.
Australia · Bahrain · Canada · Cyprus · France · Germany · Hong Kong · India
31 countries
National portal
Two or more national news portals or sports papers in the top 10.
A news front page. Masthead and sections, a lead story, a ranked list, dense rules.
Argentina · Austria · Belgium · Bosnia and Herzegovina · Brazil · Bulgaria · China · Croatia
14 countries
Own ecosystem
A regional search portal (Yandex, Naver, Yahoo! JAPAN) in the top 20.
A portal page. Boxed modules, tabs, a right rail, small dense type.
Armenia · Estonia · Georgia · Japan · Kazakhstan · Kyrgyzstan · Latvia · Lithuania
5 countries
Messaging and marketplace
WhatsApp plus Mercado Libre.
Bold color blocks for the phone, WhatsApp as the second door.
14 countries
Messaging first
Telegram or Viber in the top 20, or WhatsApp with most visits from phones.
A conversation. The findings arrive as messages, the report as a file.
Azerbaijan · Bangladesh · Cambodia · Egypt · Ethiopia · Ghana · Iraq · Laos
7 countries
Mobile commerce
LINE or Zalo, or Shopee, Lazada and Tokopedia.
An app listing. A cover, chips, cards to swipe, an action bar under the thumb.
Brunei · Indonesia · Malaysia · Philippines · Taiwan · Thailand · Vietnam
45 countries
Global default
The top 10 is the global set, with no strong local pattern.
A clean landing page. The chart beside the headline, a stats row.
Albania · Algeria · Angola · Benin · Bolivia · Botswana · Cameroon · Costa Rica
How culture moves a page
Scores run from 0 to 100. Where a country has no score of its own, we use a stated regional estimate.
| Score | When | What the page does |
|---|---|---|
| Uncertainty avoidance | 70 or more | How we measured and the limits come right after the main point. |
| Uncertainty avoidance | under 45 | The method and limits move toward the end. |
| Drive to achieve | 60 or more | The head-to-head comparison leads. |
| Drive to achieve | under 40 | The spread of edits comes before the comparison. |
| Long-term orientation | 60 or more | The learning curve comes early. |
| Individualism | under 45 | The page talks to the team and puts sharing up front. |
| Power distance | 60 or more | Who measured it sits under the headline. |
| Indulgence | 55 or more / under 40 | Warm, rounder pages / cool, squarer pages. |
Every country with a page
| Country | Family | Search leader | ChatGPT | Messaging in the top 20 |
|---|---|---|---|---|
| Afghanistan | Messaging first | #3 | WhatsApp, Telegram | |
| Albania | Global default | #3 | WhatsApp, Discord | |
| Algeria | National portal | #5 | Discord, WhatsApp | |
| Angola | Global default | #4 | ||
| Argentina | National portal | #8 | ||
| Armenia | Own ecosystem | Yandex | #3 | Telegram, WhatsApp |
| Australia | Text-first | #5 | ||
| Austria | National portal | #7 | ||
| Azerbaijan | Messaging first | #3 | WhatsApp, Telegram | |
| Bahrain | Text-first | #3 | WhatsApp, Discord | |
| Bangladesh | Messaging first | #4 | WhatsApp, Telegram, Discord | |
| Belarus | Own ecosystem | Yandex | Telegram | |
| Belgium | National portal | #5 | ||
| Benin | Global default | #3 | ||
| Bolivia | Global default | #5 | WhatsApp, Discord | |
| Bosnia and Herzegovina | National portal | #5 | ||
| Botswana | Global default | #5 | ||
| Brazil | National portal | #7 | ||
| Brunei | Mobile commerce | #4 | ||
| Bulgaria | National portal | #6 | ||
| Cambodia | Messaging first | #4 | Telegram, WhatsApp, Discord | |
| Cameroon | Global default | #4 | ||
| Canada | Text-first | #5 | ||
| Chile | Messaging and marketplace | #6 | ||
| China | National portal | #5 | ||
| Colombia | Messaging and marketplace | #5 | ||
| Costa Rica | Global default | #5 | ||
| Cote d'Ivoire | Global default | #4 | ||
| Croatia | National portal | |||
| Cyprus | Text-first | #3 | ||
| Czech Republic | National portal | #9 | ||
| Democratic Republic of The Congo | Global default | #3 | ||
| Denmark | National portal | #9 | ||
| Dominican Republic | Global default | #3 | ||
| Ecuador | Global default | #4 | ||
| Egypt | Messaging first | #7 | ||
| El Salvador | Global default | #4 | WhatsApp, Discord | |
| Estonia | Own ecosystem | Yandex | #4 | |
| Ethiopia | Messaging first | #3 | WhatsApp, Telegram | |
| Finland | National portal | |||
| France | Text-first | #4 | ||
| Georgia | Own ecosystem | Yandex | #4 | WhatsApp, Telegram |
| Germany | Text-first | #5 | ||
| Ghana | Messaging first | #4 | WhatsApp, Telegram | |
| Greece | National portal | #9 | ||
| Guatemala | Global default | #5 | ||
| Honduras | Global default | #4 | ||
| Hong Kong | Text-first | |||
| Hungary | National portal | #8 | ||
| Iceland | National portal | #6 | ||
| India | Text-first | #4 | ||
| Indonesia | Mobile commerce | #6 | ||
| Iraq | Messaging first | #3 | WhatsApp, Telegram, Discord | |
| Ireland | Text-first | #5 | ||
| Israel | National portal | #7 | ||
| Italy | National portal | #8 | ||
| Jamaica | Global default | #3 | WhatsApp, Discord | |
| Japan | Own ecosystem | Yahoo! JAPAN | #9 | |
| Jordan | Global default | #3 | WhatsApp, Discord | |
| Kazakhstan | Own ecosystem | Yandex | #3 | WhatsApp, Telegram |
| Kenya | Global default | #3 | ||
| Kuwait | Global default | #3 | WhatsApp, Discord | |
| Kyrgyzstan | Own ecosystem | Yandex | #3 | WhatsApp, Telegram |
| Laos | Messaging first | #5 | WhatsApp, Telegram, Discord | |
| Latvia | Own ecosystem | Yandex | #4 | |
| Lebanon | Global default | #3 | ||
| Lithuania | Own ecosystem | Yandex | #5 | |
| Luxembourg | Text-first | #3 | ||
| Macao | Text-first | #10 | ||
| Macedonia | Text-first | #4 | ||
| Madagascar | Global default | #4 | ||
| Malawi | Global default | #4 | ||
| Malaysia | Mobile commerce | #6 | ||
| Malta | Global default | #4 | ||
| Mauritius | Global default | #3 | ||
| Mexico | Messaging and marketplace | #6 | ||
| Moldova | Own ecosystem | Yandex | #3 | Telegram |
| Mongolia | Global default | #4 | Discord | |
| Montenegro | Own ecosystem | Yandex | #3 | WhatsApp, Telegram |
| Morocco | National portal | #5 | ||
| Mozambique | Global default | #4 | ||
| Nepal | Global default | #3 | WhatsApp, Discord | |
| Netherlands | National portal | #4 | ||
| New Zealand | National portal | #6 | ||
| Nicaragua | Global default | #4 | ||
| Nigeria | National portal | #4 | ||
| Norway | National portal | #7 | ||
| Oman | Global default | #3 | WhatsApp, Discord | |
| Pakistan | Text-first | #4 | ||
| Palestine | Messaging first | #4 | WhatsApp, Telegram, Discord | |
| Panama | Global default | #3 | ||
| Paraguay | Global default | #4 | WhatsApp, Discord | |
| Peru | Global default | #5 | ||
| Philippines | Mobile commerce | #4 | Discord | |
| Poland | National portal | #8 | ||
| Portugal | National portal | #4 | ||
| Puerto Rico | Global default | #3 | ||
| Qatar | Global default | #3 | WhatsApp, Discord | |
| Reunion | Global default | #4 | ||
| Romania | National portal | #7 | ||
| Russia | Own ecosystem | Yandex | Telegram | |
| Rwanda | Global default | #3 | ||
| Saudi Arabia | Messaging first | youtube.com | ||
| Senegal | Global default | #3 | ||
| Serbia | National portal | #7 | ||
| Singapore | Text-first | #4 | WhatsApp, Telegram | |
| Slovakia | National portal | #7 | ||
| Slovenia | National portal | #6 | ||
| Somalia | Messaging first | #3 | WhatsApp, Discord, Telegram | |
| South Africa | Global default | #5 | ||
| South Korea | Own ecosystem | Naver | #4 | |
| Spain | Text-first | #5 | ||
| Sri Lanka | Messaging first | #3 | WhatsApp, Telegram | |
| Sweden | National portal | #6 | ||
| Switzerland | National portal | #3 | ||
| Taiwan | Mobile commerce | #7 | ||
| Tanzania | Global default | #3 | ||
| Thailand | Mobile commerce | youtube.com | #5 | |
| Togo | Global default | #3 | ||
| Trinidad and Tobago | Global default | #3 | WhatsApp, Discord | |
| Tunisia | Global default | #5 | ||
| Turkey | Messaging first | youtube.com | #10 | |
| Uganda | Global default | #3 | ||
| Ukraine | National portal | #8 | ||
| United Arab Emirates | Global default | #3 | ||
| United Kingdom | Text-first | #6 | ||
| United States | Text-first | #7 | ||
| Uruguay | Messaging and marketplace | #3 | ||
| Uzbekistan | Own ecosystem | Yandex | #3 | Telegram |
| Venezuela | Messaging and marketplace | |||
| Vietnam | Mobile commerce | #5 | Zalo | |
| Zambia | Global default | #4 | ||
| Zimbabwe | Global default | #5 |
Sources and limits
- Top sites are Semrush estimates for September 2026, read from its public country rankings. Adult sites were left out.
- China's ranking reflects what Semrush sees, not the domestic web.
- Semrush's phone and desktop split looks implausible in some countries, so we use it only where it holds up.
- Culture scores are Hofstede's six dimensions (2015 release). 72 countries have some or all scores from a stated regional estimate.
- Reader research with sources covers seven countries so far. The other pages use language-level choices.
- Most translations were written with AI and wait for a read by a native speaker who works in localization.
The pages promote The Edit Distance Report
How much people change AI translation, measured across 27 million sentences.