Monday, May 26, 2008

Web users 'getting more selfish'

Jakob Nielsen on how the web is being used ...

"Web users are getting more ruthless and selfish when they go online, reveals research.

The annual report into web habits by usability guru Jakob Nielsen shows people are becoming much less patient when they go online.

Instead of dawdling on websites many users want simply to reach a site quickly, complete a task and leave.

Most ignore efforts to make them linger and are suspicious of promotions designed to hold their attention.

Search rules

Instead, many are "hot potato" driven and just want to get a specific task completed.

Success rates measuring whether people achieve what they set out to do online are now about 75%, said Dr Nielsen. In 1999 this figure stood at 60%.

There were two reasons for this, he said.

"The designs have become better but also users have become accustomed to that interactive environment," Dr Nielsen told BBC News.

Now, when people go online they know what they want and how to do it, he said.

This makes them very resistant to highlighted promotions or other editorial choices that try to distract them.

"Web users have always been ruthless and now are even more so," said Dr Nielsen.

"People want sites to get to the point, they have very little patience," he said.

"I do not think sites appreciate that yet," he added. "They still feel that their site is interesting and special and people will be happy about what they are throwing at them."

Web users were also getting very frustrated with all the extras, such as widgets and applications, being added to sites to make them more friendly.

Such extras are only serving to make pages take longer to load, said Dr Nielsen."    (Continued via BBC NEWS)    [Usability Resources]

Beating Google requires someone to do search better. - Usability, User Interface Design

Beating Google requires someone to do search better.


Anonymous Christophe said...

That's so true.
Since some years already, users are being used to “professional” and efficient websites. They’re getting less and less patient, usually not giving a second after being faced to a problem, making the margin of error for companies smaller and smaller as the global quality is increasing.
Quite often, being confronted with a problem will not make them search for help or support, neither report the problem, but simply leave the website and try to find more efficient websites.
I suppose web user behavior is following our society conduct...

1:52 AM  

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