Web users 'getting more selfish'

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."

Associated Link: Web users 'getting more selfish'

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