Children don't exhibit any more patience than adults do when it comes to Web site usability, citing quick engagement, interactivity, and consistent navigation among their needs. Despite some frustration, kids still chose the Internet as their number one medium.
Despite their expertise at video games, a Nielsen Norman Group (NNG) study found that kids are just as likely as adults to get frustrated and give up their efforts when using poorly-designed Web sites. The study, conducted by usability expert Jakob Nielsen and user experience specialist Shuli Gilutz of NNG, is based on testing with 55 children in the United States and Israel who were in the first through fifth grades. The children were observed interacting with 24 Web sites designed for children and three mainstream Web sites designed for adult users.
"Our study convinced us that most Web sites for children are built upon pure folklore about how kids supposedly behave," said Nielsen, principal of NNG. "For example, while it's true – as one would assume – that kids love whiz-bang animation and sound effects, even these things won't hold their attention if they come upon something too difficult to figure out, or they get lost on a Web site. Children are quick to close the window and find something else to do."
The research revealed significant information that could help improve sites that are geared toward children:
Usability studies with children revealed dramatically different results than studies with adults, NNG found. Children will generally click on advertising since they don't necessarily distinguish ads from content, and children rarely scroll pages, mainly interacting with information visible above the fold.
Kids are willing to read instructions, but boys are more annoyed by verbose pages while girls like instructions, and in another gender differentiation, boys spend more time alone on the computer and girls spend more time with a parent.
The NNG report concludes that children want content that is entertaining, funny, and colorful with a lot of multimedia effects, and content should be quickly and easily accessible.
Even though some of their specific Web site usability needs remain unfulfilled, children say that if they could only have one medium or media technology, they would choose the Internet, with television placing second and telephone third, according to a study from Knowledge Networks/Statistical Research (KN/SRI).
The study was part of a year-round service that tracked the most popular consumer media technologies – from mobile Internet access to DVD players – and how they interact with those devices and services in their everyday lives. KN/SRI evaluated which media technologies kids have in their bedrooms; the activities kids are most likely to combine with media use; the roles of adults, siblings, and friends in guiding kids' media choices; and the connections between kids' Internet site visits and TV viewing, and vice versa.
|What Medium Would Kids Choose if They Could Only Have One?|
|Children 8-17||Boys 8-17||Girls 8-17|
|Source: Knowledge Networks/Statistical Research, How Children UseTM Media Technology|
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT