New Study Looks at What Drives Online Usage?

This isn’t a search item but I think it might be of interest to some of you.

The Online Publishers Association and the Media Management Center at Northwestern University have just published some results of the “Online User Experience Study.” It looks at, “how people interact with and relate to digital media, and determined how each of those specific experiences impact site usage.” The complete study and more details will be released at a conference that begins tomorrow.

So, just what drives online usage? Here’s a list of the top 12 according to the study.


  1. Entertains, absorbs me
  2. Looks out for people like me
  3. Regular part of my day
  4. My personal timeout
  5. A credible, safe place
  6. Connects me with others
  7. Touches me and expands my views
  8. Makes me smarter
  9. Turned on by ads
  10. Easy to use
  11. Helps and improves me
  12. Worth saving and sharing

This news release from the OPA has more info including details about the study’s methodology.

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