Teens Aren't so Net Savvy After All
This article on internetretailer.com points to data from a study conducted last month by Nielsen Norman Group as proof that teenagers aren't such hot stuff online.
“Teens are not the technowizards many assume,” at least when it comes to the Internet, Nielsen Norman’s report “Teenagers on the Web” concludes. Among the key findings: Teens achieved a success rate in completing web tasks of 55%. Adults achieve a success rate of 66%."
This is a very interesting concept, and I think the first time I've ever seen a study specifically addressing this issue. It seems that teens give up more quickly than adults. Adults are more determined (stubborn?) so they use "some sort of secondary strategy" to find what they're looking for. Teens ditch out or move on to more important things like chatting with friends.
What does all this mean? Besides proving that teens aren't all the tech whizes some people have pegged them as, it makes a strong case for intuitive user interface design. Make it easy to get to your products if you want teens to have a chance to find them.
Here's the link to the original study by Nielson/Norman (129 bucks!)
“Teens are not the technowizards many assume,” at least when it comes to the Internet, Nielsen Norman’s report “Teenagers on the Web” concludes. Among the key findings: Teens achieved a success rate in completing web tasks of 55%. Adults achieve a success rate of 66%."
This is a very interesting concept, and I think the first time I've ever seen a study specifically addressing this issue. It seems that teens give up more quickly than adults. Adults are more determined (stubborn?) so they use "some sort of secondary strategy" to find what they're looking for. Teens ditch out or move on to more important things like chatting with friends.
What does all this mean? Besides proving that teens aren't all the tech whizes some people have pegged them as, it makes a strong case for intuitive user interface design. Make it easy to get to your products if you want teens to have a chance to find them.
Here's the link to the original study by Nielson/Norman (129 bucks!)
posted by Dave @ 5:52 PM
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