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What It Takes to be a Web FavoriteMany online users stick to a few favorite Web sites while ignoring an infinite number of alternatives, a strong habit that is hard to break for those Web sites seeking users' attention, according to What It Takes to be a Web Favorite. This study, a joint project of the Media Management Center and the Atlanta-Journal Constitution, reports the results of in-depth interviews with 27 heavy online users in the Atlanta and Chicago markets. Participants were asked to identify and describe "favorite" Web sites and to explain why they chose them over other alternatives. Noting that users form particularly strong habits when it comes to news, the report concludes that news Web sites must strive to be on a user's short list of three to five favorite sites or be lost among hundreds of largely overlooked alternatives. This poses particular challenges for local sites, because major national events and sources are currently more important to many users than local ones. Download a PDF version of this report here. Commentary and press coverage What It Takes To Be A Web Favorite Become a Web favorite Uniqueness vs ease of use Easy to use trumps everything |
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