Chinese and American Web users have markedly different tastes and needs when it comes to branded websites, according to an Acquity Group report. Chinese surfers prefer information-heavy sites with continuously scrolling data, while Americans prefer starker, cleaner sites with large images and limited scrolling. For U.S. firms, that means that "winning over the Chinese consumer will require a product-page redesign to enhance both the quality and quantity of product information," said Dominic Lee, creative director for the group.

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