User Ratings Top Consumers' Online Wish Lists

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.