Trade Association Ranks Drivers of Web Site Usage

Share this content:
A new study from the Online Publishers Association on user experience ranked "entertains, absorbs me" as the No. 1 driver of Web site usage.


Statements like "Looks out for people like me," "Regular part of my life," "My personal timeout," "A credible, safe place" and "Connects me with others" ranked second through sixth as top online usage drivers.


The seventh through 12th drivers, in descending order, were statements like "Touches me and expands my views," "Makes me smarter," "Turned on by ads," "Easy to use," "Helps and improves me" and "Worth saving and sharing."


The study, conducted with Northwestern University's Media Management Center, identified 22 experiences that describe and define how people interact with and relate to interactive media. The study also gauged how each of these experiences affects site usage.


A small sample size of 65 Internet users nationwide was used for this study. The results will be presented starting today in San Francisco at the trade association's annual eight-day "Eyes on the Internet Tour."


Several of the user experiences cited in the study are common to both print and interactive media. But some experiences are unique to the Internet, based on the statements: "Entertains and absorbs me," "Connects me with others," "Tailored for me," "Guides me to other media," "A way for me to fill my time," "My guilty pleasure" and "Tries to persuade me."


Two statements are evidence of experiences common to both print and online: "Annoyed by the ads" and "Turned on by the ads."


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above