U.S. Internet shoppers are the happiest when it comes to shopping online, according to a survey comparing 20-39 year olds in the U.S., Brazil, China, Japan and the Netherlands by Survey Sampling International (SSI).

SSI’s research finds that almost half (47 percent) of U.S. online shoppers are strongly satisfied with shopping online, and 50 percent are satisfied.

By comparison, just 18 percent of Japanese online shoppers and 15 percent of Chinese online shoppers are strongly satisfied. About a third of online shoppers in both Brazil and the Netherlands are strongly satisfied with shopping online.

According to SSI, online shoppers in different countries have different drivers behind their levels of satisfaction.

Said Rene Bos, Managing Director, Asia Pacific of SSI:

“When we delve into the reasons behind satisfaction levels, we uncover some interesting variations. For example, in China and the Netherlands, the availability of various choices is the key reason for satisfaction, while, in Japan, the time factor – being able to buy online any time because consumers have no time to get to the store – is the #1 satisfaction driver. In the US, having easy access to products from remote locations that are not available in local stores is the primary reason for high satisfaction.”

“Cheaper prices are one satisfaction driver that most counties have in common. Cheaper pricing is the top satisfaction factor in Brazil. In addition, it is the second most important satisfaction driver in China, the US and Japan. In the Netherlands, pricing is less important, falling behind choice, time, availability of foreign products and home delivery options.”

Whilst different reasons may drive satisfaction among online shoppers in different countries, the reasons for dissatisfaction appear to be universal. These include:

• Not liking to buy things without seeing them;
• Having to wait too long for delivery; and
• Not enough selection.

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This entry was posted on Tuesday, June 8th, 2010 at 8:08 pm and is filed under Ecommerce, Kikabink Lab, Market Research. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.