• http://www.distilled.co.uk/blog Will Critchlow

    This is very interesting – I’m just about to try expanding a successful US AdWords and AdCenter campaign north of the border and will have to monitor this very closely.

    In the UK, I generally feel that things are somewhat behind the US as well, but I wouldn’t describe the paid ads areas on Google as being in the slums over here, so is there an additional effect causing this in Canada? Perhaps the two-language thing?

  • http://www.thecustomer.co.uk/marketing thecustomer

    It’s great to see concrete research on this: working with pan-european clients I know that navigation behaviour patterns vary from country to country, but it’s hasn’t yet been thought important enough to merit more detailed study.

    It’s a reasonable hypothesis that multi-cultural sites are unconsciously designed for the cultural majority, and then are being used in different ways by different ethnic groups.