What is driving online behaviour?

Microsoft, MEC and Mindshare have put together research on online consumer behaviour across 11 countries of developed and developing markets including the UK, China and Japan called Living with the Internet – What is Driving Web Behavior.  The survey had a total sample size of 7,000 respondents, so I am not completely confident about any country-specific claims that they made.
Microsoft living_with_internet
They did produce an infographic that seems to be aggregated data from the survey and the idea of starting an internet session with intimate or personal channels, then going on to public zones and finishing again on intimate or personal channels – was something that I found particularly interesting.

The emotional data at the bottom seemed to indicate that transactions tended to happen when the consumer had a neutral to negative emotional state.

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