If you sell things worldwide, you need to ensure that your web sites are localised to user behaviour in each country. For instance, people in the USA behave differently online than people in the UK. New research from ScanSafe shows that American Internet users are much more likely to use sites to search for jobs than their British counterparts. Conversely, UK web users are much more likely to search for a new house or visit a wedding site than people in the USA. What this shows is differences in preferences between people either side of the Atlantic. It provides a good lesson for Internet marketers as well; if you treat your web site users as similar, you are bound to attract less interest than you might. You need to set up separate sites to appeal to different groups of individuals, whether they are similar because of nationality, or some other common tie.

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