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.Hardly selfish really. Most of our activity is looking up information, so the most common use case is search, evaluate, keep, organize. We don't want fluff.
Success rates measuring whether people achieve what they set out to do online are now about 75%. In 1999 this figure stood at 60%.I don't think any of this is much of a surprise.
Web users were also getting very frustrated with all the extras, such as widgets and applications, being added to sites to make them more friendly.
In 2004, about 40% of people visited a homepage and then drilled down to where they wanted to go and 60% use a deep link that took them directly to a page or destination inside a site. In 2008, said Dr Nielsen, only 25% of people travel via a homepage. The rest search and get straight there.
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