Compared to consumers in 32 other countries, Americans are among the least motivated to use digital media for self-expression, even using online media typically associated with self-expression (such as blogging) more out of a desire for entertainment, says new research by Mindshare. Americans also rank comparatively low in “transaction” motivation, which measures e-commerce and other online transaction-based activities.
The study arrived at these conclusions via a survey of 33,000 respondents across the 33 countries, segmenting the motivation of online consumers into 4 areas: self-expression; entertainment; information gathering; and transacting. The researchers also created an “infrastructure score” for each country through an examination of internet availability and average speeds. Mapping and cross-referencing those scores resulted in an overall motivation score, which was judged to be either above or below “normal’ based on the infrastructure quality. Read the rest at MarketingCharts.
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