Website Optimization Usability Study Discovers Men Need Speed

Ann Arbor, MI (Gawkwire.com) Website Optimization is announcing that 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. [See Figure 1: Gender Differences in Web Usability Criteria

Not surprisingly, both genders agree that ease of use is the most important factor in assessing website usability (beta of 1.56-1.75). It is in the second-most important factor that gender differences come into play. Men prefer fast download speeds second (1.33), while women prefer easy navigation (1.41). Customization was found to be the least important factor in web usability (0.66-0.69), consistent with a previous design factors research.

Reasons for Gender Differences in Web Usability Criteria

The researchers hypothesize that these gender differences are due to the fact that women use the Web to develop relationships while men use the Web for information gathering. Fast download speeds make searching for information online more efficient.

Relative Importance of Web Usability Criteria

Among all respondents, ease of use was found to be the most important factor in evaluating website usability (1.54 relative importance). Intuitive navigation was second at 1.3, while accessibility came in third at 1.25. Download speed came in fourth at 1.06 and customization/personalization came in last (0.72 relative importance). Customization was less than half as important as ease of use in evaluating website usability. [See Figure 2: Relative Importance of Web Usability Criteria

Conclusions

The findings of this study suggest that the most important factor in web design is ease of use. While intuitive navigation is certainly important, designers should consider the demographics of their user base. Females prefer easy navigation and accessibility, while males prefer faster download speeds and easy navigation. Customization and personalization were found to be the least important factors in evaluating website usability. The five criteria in this study explained 65 percent of the variation in the respondents assessment of website usability. Further research will need to be done to elucidate the remaining 35%.

For the full "Men Need Speed" usability study click here:
http://www.websiteoptimization.com/speed/tweak/usability-criteria/