Usability guru Jakob Nielsen says on his latest article on BBC that people are becoming much less patient when they go online.
Instead of getting caught in marketing traps designed to make them linger on a website, users are more and more determined to search something, rich their needs quickly and leave. More that that, they are becoming suspicious of promotions designed to hold their attention.
In the last 10 years the success percentage of users which found what they were looking for has risen from 60% to 75%. This rise is due to 2 factors: first the usability of the applications has risen, more designer think more about the users needs instead of just designing for creativity, and on the other side, users get more accustomed with the applications they use.
“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. People want sites to get to the point, they have very little patience. 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.”, said Dr Nielsen.