Online Consumers reap what they sow!

A nice report from Webreep (pdf) (claiming to be the worlds largest ever online survey with over 36,000 contributors) on country comparative online consumer behaviour (unfortunately though it doesn’t include the UK)

They are an interesting set up and we will simply let them explain all!

“Webreep is a customer feedback tool that collects customer experience data from websites spanning 30 different industries across the internet. The primary method of data collection is through customer feedback survey, though foot-printing methods are also used. Using a complex array of algorithms based on the Webreep model, the purpose of Webreep is to detect website dissatisfaction, identify what factors cause loyalty and word-of-mouth, and identify how websites in different industries compare to each other. Webreep is a multiple language tool, operating in North America, Latin America, Western Europe, United Kingdom, and Chinese speaking countries in Asia.”

Wikipedia explain the Webreep model

Before looking at the survey results we thought we would just extract their concise precis of the contributor countries internet status. The country running order is theirs!


Spain’s growth rate of online buyers in comparison to the rest of Europe is less than 1%. As of November 2011, 21% of Spanish businesses (10+ employees) purchase online, and 12% sell online.


France has a relatively advanced broadband network, performing above the EU average in terms of development and internet connections. France also has one of the highest growth rates in the EU for online shopping adoption, and one of the biggest percentages of population who buy online8. Nineteen percent of French businesses with more than 10 employees purchase online, while 12% sell online.


Germany has a well-developed internet infrastructure, with annual growth of access to broadband exceeding the EU average. Forty percent of German businesses with 10 or more employees purchase online, and 22% of businesses sell online. Adoption of the internet for shopping however remains stagnant at less than 1% per year.


According to the US Census bureau, the US continues to show strong growth in e-commerce, with retail sales accounting for 4.4% of total sales in 2010. This represents 16% increase in sales from 2009.


Recent statistics suggest that over 90% of Australians now have access to the internet. According to the OECD, 58% of Australian businesses with 10 or more employees purchase online, and 33% sell online, suggesting Australia’s e-commerce industry is very mature in comparison to the reference countries.


As at June 2011, China had 190 million online shoppers, and 2.8 million websites. China now has more internet users than any other country in the world at 512 million.


Approximately 37% of the Russian population are connected to the internet, with 76% of those who have internet access having broadband. Russians in general are very cautious about revealing credit card information online because of a rudimentary national credit card processing ability, and online fraud.”

(Their reference list links certain of the above statements to their sources).

Now on to the results. The country winners for consumer internet usage by element are:

Click to enlarge

Trust -USA
Ease of use -Australia
Ease of search -Spain
Attractiveness -USA
Loading speed -USA /Russia
Relevancy -Spain
Satisfaction -Spain
Loyalty -China
Word of mouth -France/Australia
Information quality -France


We’re sure you’re not allowed to add up all the scores (1 is the minimum & 5 the maximum). But we have so here goes:

  1. France
  2. Russia
  3. Spain
  4. USA
  5. Germany
  6. Australia
  7. China

On a very quick assessment based on a sample size of 1 and no model usage we would place the UK in second position!

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