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Understanding the Web World SpectraCom Inc. Understanding the Web World: Similarities and Differences Between the US and Other Countries Jorian Clarke.

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Presentation on theme: "Understanding the Web World SpectraCom Inc. Understanding the Web World: Similarities and Differences Between the US and Other Countries Jorian Clarke."— Presentation transcript:

1 Understanding the Web World SpectraCom Inc. Understanding the Web World: Similarities and Differences Between the US and Other Countries Jorian Clarke SpectraCom Inc. 4th Conference on Human Factors & the Web Sponsored by AT&T Labs June 5, 1998

2 Understanding the Web World SpectraCom Inc. Talk Overview uProvide you with a snapshot of the Web around the World uGive you a better understanding of similarities/differences in usage by country uEncourage you to learn from the Web growth in the US while you examine the impact of the factors of web familiarity, web accessibility, gender, age and culture on design and content development

3 Understanding the Web World SpectraCom Inc. SpectraCom - What We Do uStrategic Online Planning uElectronic Marketing uInternet, Intranet & Extranet Development uMarket Research uWeb Hosting

4 Understanding the Web World SpectraCom Inc. SpectraCom - Our Work uPrivate and publicly held, small to Fortune 100, regional to international corporations uRange of industries that includes food, financial, consumer goods, printing, manufacturing, healthcare and others uWork done in US, Canada, Australia, Netherlands, Germany, Japan uEnglish based and multi-lingual content

5 Understanding the Web World SpectraCom Inc. SpectraCom - Sample Client List uAvery Dennison uConsolidated Papers, Inc. uJohnson Controls uKellogg Company uKohler Co. uParke-Davis uPerdue Farms uSchick uTetra uWarner-Lambert

6 Understanding the Web World SpectraCom Inc. Observations and Comparisons uPresentation caveat - can’t generalize US vs. non-US, because Internet usage is as diverse as the cultures of the countries uHowever, as the first country online and with a large population presence, the US can act as a model for understanding some of the issues other countries may face uThere are similarities in Internet adoption/use as countries expand their online presence

7 Understanding the Web World SpectraCom Inc. Appreciating Global Differences uDifferences can be grouped into: –“technology differences” - telecommunications infrastructure, hardware, connectivity options –“people differences” - psychological, social, and cultural characteristics uOther factors not faced by the US include differing languages and cultures, lack of infrastructure unity, diverse technology involvement (smartcards, Minitel, T-Online, etc.), differing currencies within EU/AP.

8 Understanding the Web World SpectraCom Inc. Who’s Online uSince January 1996, the Internet has tripled in size and is the fastest growing marketing medium in history uMore than 150 out of 190 countries have direct access to the Internet uAs of May 1998, there were estimated to be 119 million Internet users over the age of 16, worldwide Sources: Network Wizards, eMarketer, NUA

9 Understanding the Web World SpectraCom Inc. Who’s Online uUS is still the Internet leader however the Asia/Pacific region and Europe are gaining uTop 10 countries based on number of people online: Sources: Network Wizards, NUA

10 Understanding the Web World SpectraCom Inc. Who’s Online uOther countries worth observing due to rapid online expansions or high Internet usage - though their total population is small, include: - Iceland- New Zealand - Taiwan - Norway- Singapore - Denmark- Hong Kong - Belgium- Portugal Sources: NUA, Network Wizards

11 Understanding the Web World SpectraCom Inc. Who’s Online uCountries with slow growth and/or low connectivity include: - South Africa - Russia - China - India Source: NUA

12 Understanding the Web World SpectraCom Inc. Similarities to Learn From uSome main similarities between the US and other countries: –Initially, access points are educational institutions then spread to online services and ISPs –Initially, costs (hardware, connection, charge per minute of use) and technical illiteracy are barriers to mass market usage –Initially, content interest is educational, then it develops to include travel planning, entertainment, purchase information and finally commerce

13 Understanding the Web World SpectraCom Inc. Similarities to Learn From uSome main similarities continued: –Initially, more men than women are on the Web –Youth embrace the online experience earlier than older generations –The business to business market holds the best initial entry point for commerce –Low rates of “churn” - high turnover of users (people using the Internet and not finding it of interest) imply that the majority of people try the online experience and like it no matter their cultural background

14 Understanding the Web World SpectraCom Inc. What do Non-US Users Say? uNon-US users see the Internet as a universal medium - it’s the same no matter where it’s accessed uHowever, it is perceived as strongly American influenced uThey feel frustrated that participation in contests, etc. are often restricted to US visitors uThey would like more localized and native language content Source: SpectraCom Survey

15 Understanding the Web World SpectraCom Inc. Differences to Accommodate uSome Main Differences - “technology”: –Governmental restrictions/Governmental support –PC ownership, Telecommunications infrastructure and service provider options –Access speed –Costs - per minute access charges, monthly charges

16 Understanding the Web World SpectraCom Inc. Differences to Accommodate uSome Main Differences - “People”: –Size of youth group: (young people embrace Internet faster) - Asia/Pacific has a larger population under 25 (50%) vs. US (26%) –Financial: Germans are much more likely to use Internet online home banking than the French or British, however, Germans are more reserved about providing credit card information when making an online purchase –News: French are more actively reading news online than users in Britain Sources: NOP, e-Christmas Report

17 Understanding the Web World SpectraCom Inc. Design and Content Considerations uWhen expanding internationally a strategy for content architecture is key –First step is strategic decision - one site worldwide or multiple sites designed to accommodate targeted countries if culturally diverse –Design decisions should be based on product category, targeted countries, homogeneity of target audience –Do a cultural analysis on values, perceptions, habits, online familiarity, gender issues, audience makeup and cultural taboos

18 Understanding the Web World SpectraCom Inc. The Future uAs the Internet continues to grow globally, we are not necessarily moving closer to uniformity of usage patterns uChanges necessary to strengthen usage of the Internet include a better infrastructure, liberalization in telecommunications, globally agreed on regulation policies, lower technology costs, and increased user knowledge

19 Understanding the Web World SpectraCom Inc. In Closing uIn moving toward unity, International issues to watch will include taxation, domain name and privacy practices regulation uInternationalization of the Web will require some strategic planning, technological improvements and Web leaders who are already acculturated


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