Trends Report

User Ratings Top Consumers' Online Wish Lists

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

February 6th, 2008
Kerry Bodine, null
Kerry Bodine
With contributors:
Bruce Temkin , Olga Melnikova , Ross Popoff-Walker , Andrew McInnes

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.