What Makes An Enjoyable Online Experience for US vs. Canadian Consumers?
In today’s world, with advanced technology powering reliable, high-speed internet connections and sophisticated solutions that provide sleek user experiences, expectations for online experiences are higher than ever.
Interestingly, there are different online experience expectations for consumers across different regions of the world. Some of these differences are driven by the pace of digital adoption, while others are linked closely to lifestyle priorities, culture, and values.
Despite the geographical proximity, consumers in Canada and the US have some differences in priorities when it comes to what makes an enjoyable online experience. We take a look at some of the key differences:
US Consumers Value Speed, Personalization, and Responsive Design
The US is recognized as the most digitally advanced country in the world and is the home of tech innovation. Tech giants including Apple, Amazon, Microsoft, and Google were all founded in the United States, and PC and mobile ownership became widespread in the US earlier than in other parts of the world.
It is no surprise that, as early tech adopters, US consumers have high expectations for the user experience provided by online retail, gaming, and entertainment providers.
A recent study revealed that 73% of US shoppers prefer using mobile devices for e-commerce, compared to around 60% of Canadians. The demand for responsive websites and mobile apps is therefore higher in the United States.
The demand for mobile-friendly online games in Canada is similar to that in the United States, with around 70% of gamers using their mobile devices to play games in both countries. Canada’s online gaming market has grown significantly in recent years, while the US gaming market is more established.
As the online gaming industry in Canada continues to grow, the population of players will have higher expectations, including access to all the latest games and seamless mobile gaming user experiences.
A Forbes survey highlighted that around 81% of US customers prefer companies that offer a personalized experience. Meanwhile, data collected by Canadian SME showed a lower percentage of around 71% of Canadians expect personalized products and services.
Canadian Online Experience Preferences
Research on Canadians’ opinions on personalization shows there is more caution towards privacy, and hyper-personalization of digital interactions creates wariness.
Canadians as a whole also prioritize sites that are easy to use, rather than ones that incorporate the cutting edge technology with more complexity, which US consumers have become accustomed to.
An enjoyable online experience for Canadians also incorporates customer support that features a human element, with AI-generated customer support not as well-received as it is in the digitally advanced US.
In terms of the influence that loading and connectivity speed has for an enjoyable online experience, Canadians generally have more tolerance for slower website loading speeds. The rollout of high-speed internet access has been slower in Canada compared to the United States, so consumers in Canada are used to having slower online experiences.
Convenience and speed are high up on the priority list for online experiences for US consumers due to the high standards delivered in these areas.
Another key difference in what makes a good online experience for Canadians is the availability of both French and English on websites. In Canada, both English and French are commonly used, whereas in the United States, English is by far the primary language, so providing different language versions for websites is not as high a priority for the large proportion of online users in the US.
Summary
Studies show that there is a lot of crossover between enjoyable online experience priorities for Canadians and Americans. However, there are some distinct differences that are largely driven by a gap in the digital adoption rate between the two countries. Consumers in the US generally enjoy being the first to try new technology, while in Canada, using sites that are easy to use and are trusted are more important.
Mobile-first design is important for both Canadian and US consumers, but the expectation for high-quality, fast online experiences is much higher in the US, as Canadians have not had the same access to high-speed internet.
As the most technologically advanced country in the world, the US leads the way for innovative tech and therefore US consumers continue to be early adopters of solutions such as AI features. What makes an enjoyable online user experience for Americans reflects their appetite for new tech, while other nationals, including Canadians, tend to be more cautious in their new tech adoption.