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.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.
In 2004, about 40% of people visited a homepage and then drilled down to where they wanted to go and 60% use a deep link that took them directly to a page or destination inside a site. In 2008, said Dr Nielsen, only 25% of people travel via a homepage. The rest search and get straight there.
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.
In 2004, about 40% of people visited a homepage and then drilled down to where they wanted to go and 60% use a deep link that took them directly to a page or destination inside a site. In 2008, said Dr Nielsen, only 25% of people travel via a homepage. The rest search and get straight there.
"Basically search engines rule the web," he said. (BBC)
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