February 6, 2008

User Ratings Top Consumers' Online Wish Lists

Expectations For Consumer Electronics, Travel, Banking, And Media Sites

This is the first document in the "What Online Consumers Want" series.

by Kerry Bodine, Ross Popoff-Walker

with Andrew McInnes, Olga Melnikova, Bruce D. Temkin

Executive Summary (This is a document excerpt)

We asked more than 5,000 survey participants to tell us what Web site content and functionality they'd most like to see from four industries: consumer electronics (CE), travel, banking, and media. We found that consumers want user ratings and reviews, special offers, and comparison tools the most — especially on CE and travel sites. Entertaining games, quizzes, and questionnaires and the ability to upload content fell to the bottom of list — although Gen Yers showed greater interest in these offerings than did older generations. We also asked consumers about the overall qualities they value most in their favorite sites and found that usability trumps entertainment and content. Site owners should look at these findings as design suggestions and give consumers what they want.

Buy Risk-Free

Download and print PDF immediately. Price: US $749

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.