Network TV web sites outrank online video streaming sites in 13 out of 15 user experience metrics according to Change Sciences Group research
NEW YORK, July 30, 2013 /PRNewswire-iReach/ -- Today leading web researchers Change Sciences Group (www.changesciences.com) released all new data ranking television web sites for usability, engagement, and conversion. Network TV sites CBS, ABC, Discovery Channel, and FOX topped the list in almost all usability metrics, while online video streaming sites, Hulu and YouTube, ranked close to the bottom of the pack.
The extent to which sites made it easy to find a full episode for a show was one thing the research measured. People were able to complete this task at significantly higher rates on network sites. For example, people were 23% more likely to be successful finding a full episode for a show using CBS.com than using Hulu.com. In addition to ranking lower on objective scores like success rate, people reported feeling 27% less happy after using Hulu compared to the user ratings for happiness on top sites.
"It would be natural to assume that the sites designed solely for the purpose of streaming TV episodes would outperform the network TV sites, but this isn't what we found. The activity that people want to do on TV sites most is watch full episodes of shows. The sites that made this easiest were ranked best for engagement and conversion too," explains Pamela Pavliscak, a Change Sciences founder.
Not all is rosy on the network sites, however. According to the research, most network sites have significant room to improve support for finding out about new shows, finding out when a show is scheduled, and finding out when a new season is starting.
The research is based on Change Sciences' Experience Cloud platform, which compares how people experience sites with competitors and with the best sites on the web. Without the Experience Cloud, decision-makers are often limited to their own internal data about user experience, which will not reveal whether a competitor's site is easier to use or more engaging, and, perhaps most importantly, will not say why. The Experience Cloud makes it possible to identify high performance design patterns and measures web sites more accurately than traditional surveys since it captures what people do while using sites, not just what they say.
To learn more about the research visit https://www.changesciences.com/trending/television-web-site-user-experience-2013 and download our free report. The user experience of the following television sites are covered in the free report: ABC, A&E, CBS, Comedy Central, Discovery Channel, FOX, HGTV, Hulu, NBC, PBS, TBS, USA, and YouTube.
About Change Sciences
Change Sciences is a group of qualitative researchers, data scientists, and programmers who are dedicated to helping organizations improve usability, engagement, and conversion. It counts 18 Fortune 100 companies as clients and has completed more than 700 projects in the last five years for clients in financial services, healthcare, entertainment, travel, government, and e-commerce, and e-learning.
Media Contact: Kelly Nolan, Change Sciences, 888-864-1160 ext 730, firstname.lastname@example.org
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SOURCE Change Sciences Group