Over a quarter of internet use is currently in the English language, but that will have to change in order for the next billion users to come online. In India, where 90% of people don’t speak English, the majority believe digital content in local languages is more reliable.

The English language is constantly shifting, with merging communities and tech making it evolve faster than ever; 86% of British parents think teens speak a different language on social media. So how can brands use words, emoticons and colloquialisms to better communicate with their audiences?

France has fiercely defended its language for centuries, but imported TV shows and the internet are breaking down its barriers. Now, two popular French dictionaries have added ‘techy’ Anglicisms to their 2018 editions, demonstrating the global ubiquity of companies such as Twitter and Uber.

Why is everyone watching Dix pour cent? How did TV anchor Cyril Hanouna become a national hero? And why are the French more eco-conscious than ever? This Cultural Snapshot uses local statistics and case studies to explore behavioural norms shared by French people in 2016.