Largest Internet Study Ever Discovers Number One Cause of Dissatisfaction Among Web Surfers
The Webreep Annual Online Consumer Behavior Report, an international study of several million Internet users on more than 5,098 websites over a 12-month period, suggests information irrelevancy grinds people's gears the most online.
MELBOURNE, Australia, Aug. 13, 2013 /PRNewswire/ -- The Webreep Annual Online Consumer Behavior Report is the largest of its kind, tracking the behaviour of web surfers across the globe between July 2012 to July 2013. http://www.webreep.com/Content/docs/WebreepReport2012-2013.pdf
(Photo: http://photos.prnewswire.com/prnh/20130813/PH62708-a)
(Photo: http://photos.prnewswire.com/prnh/20130813/PH62708-b)
Co-authored by Dr. Brent Coker, head of analytics at Deloosh and Marketing Professor at the University of Melbourne, the report suggests that the number one cause of dissatisfaction across the Internet is information irrelevancy.
"Websites with the strongest loyalty and word-of-mouth had information that was perceived to be 60% more relevant than the middle of the road websites. The biggest cause of failure appears to be websites that simply cut and paste Marketing puff to fill up webpages," said Dr. Coker.
The overall aim of the study was to discover patterns in what successful websites were doing in comparison to less successful websites.
The results also found that website attractiveness was key to getting visitors to come back, and tell others about the website.
"We found that visual appeal and information quality had a remarkably strong impact on word-of-mouth. This was a strong differentiator between the most successful websites, and less successful websites. We found that website attractiveness leads to trust. This is the first time we have seen evidence of visual attractiveness affecting the amount of traffic a website gets, all other things being equal."
The report also found that visual attractiveness was strongly correlated with website loyalty. And information quality and website attractiveness combined had a strong impact on word of mouth.
"The data suggests people trust pretty websites. Combined with high quality information, it appears that website attractiveness combined with information that matches the goals of website visitors reason for visiting is the recipe for success," said Dr. Coker.
Press Contact:
Ms. Hillary Francis, Deloosh Pty Ltd.
Email
Tel: +61-3-86690408
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SOURCE Deloosh Pty Ltd.
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