"The importance of download speed, for most Web users, has long been established (King 2008). Fast response times foster higher flow states (Skadberg & Kimmel 2004), higher conversion rates (Akamai 2007), higher perceived trustworthiness (Nielsen 1999), and lower user frustration (Ceaparu et al. 2004). But, previous research has also found that differences in gender, age and computer self-efficacy can moderate user priorities. This article explores the differences among men and women in their desire for speed.
Gender Differences in Website Usability Criteria
In a survey of 301 undergraduates on the importance of different web usability criteria, researchers from Southern Illinois University found that after ease of use, men prefer fast download speed over easy navigation (Pearson & Pearson 2008). Women prefer ease of use, easy navigation, and accessibility. Figure 1 shows the differences among genders for the most important factors in assessing web usability." (Continued via WebSiteOptimization.com) [Usability Resources]