International Meanings for "Walkabout"

Goals

Support the naming of a TV series by understanding the meaning of the word "walkabout" in the markets of Mexico, France, and India.

Early Findings

Mexico

  • 92.7% of the population speak Spanish exclusively. English may be used in business settings or by American retirees, but only 5% of the population speaks or understands it. The EF EPI, which measures English proficiency, scores Mexico as having low proficiency.
  • The top search engine in Mexico includes Google, at 96.26%. The next monitored competitor is Bing, with a share of 2.35%.
  • When looking at Google Mexico in English, the first page's search results are divided into two kinds: one, official dictionary definitions of the term walkabout (similar to that mentioned in the Early Findings of Strategy #1), or in reference to the 1971 film "Walkabout". The official dictionary definitions explain the term as a period of temporary mobility or mingling by a famous personage, but can also refer to an object that has gone missing
  • Most connotations on the first page are perceived to be neutral, in the sense that they are official dictionary definitions or in reference to a film. However the "suggested search results" inset includes a question on whether or not the term "walkabout" is offensive, with the answer "'Walkabout' is a derogative term, used when someone doesn't turn up or is late. Previous terms are offensive because they imply Aboriginal societies are not as 'advanced' as European societies."
  • The "Walkabout" film has garnered relatively positive reviews, which also appear on the first page of results. It has a score of 7.6 out of 10 on IMDB, 84% on Rotten Tomatoes, and 85% on Metacritic. According to IMDB, the film synopsis states "two city-bred siblings are stranded in the Australian Outback, where they learn to survive with the aid of an Aboriginal boy on his "walkabout": a ritual separation from his tribe."
  • When the term "translate walkabout to Spanish" or the similar search string "what does walkabout mean Spanish" is used, the results translate "walkabout" into "paseo". However, "paseo" simply means to walk or promenade.

Proposed next steps:

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