MELBOURNE, Australia, June 13, 2012 /PRNewswire/ -- In the world's largest international study of online consumer behavior involving over 36,000 users, remarkable differences between the cultures were found, including the secret to success which appears to be simplicity.
The Webreep online consumer survey analyzed consumer behavior on the internet between May 2011 and May 2012. Participants were distributed across 7 regions, including France, Germany, Spain, Australia, China, and Russia.
The study found the Spanish had very low perceptions of website attractiveness, 57% less than the Germans, 59% less than the French, and 60% lower than the Americans.
Dr Brent Coker, an online consumer psychologist who co-authored the report says that the Spanish have the greatest sense of style online.
"Spanish attitudes towards the attractiveness of websites are very low. But there is also a very high correlation between attractiveness and satisfaction. This suggests the low satisfaction is driven by pride. This suggests the Spanish have an extremely well developed sense of style" said Dr Coker.
The survey also found that the Spanish have unusually high search skills, 42% higher than the French, 40% higher than the Germans, and 44% higher than the Americans.
"The Spanish perceive the internet as an easy place to find information. Inability to find information is a big cause of frustration in general, but for the Spanish it appears to be of less concern. Like their quick reactions in the Bull Ring, the Spanish appear to be very savvy internet users", said Dr Coker.
Across all the countries included in the analysis, the study found that those websites that had the greatest loyalty and the greatest word-of-mouth were those that were the most simple to use.
"This could explain why phenomenally successful websites like Pinterest and Instagram have taken center stage. The Americans have the edge when it comes to producing simple websites that perform complex functions. Facebook and LinkedIn should focus on ease-of-use if they want to survive" said Dr Coker.
Also in the report: The French are the most likely to share information. The Germans have the lowest tolerance. The Americans are the most trusting, but have the easiest to use websites and apps. The Australians and Russians are the least satisfied.
The report can be downloaded at http://www.webreep.com/en-US/Home/WebreepReports. Webreep is the world's leading customer feedback tool.