Relationship guru John Gray’s theory that men and women have different needs and behave differently in social settings has just been extended to the cyberworld. A research by Forrester has found that women and men visit different kinds of websites. The research report says that females like to visit sites that are easy to read, while men are most likely to visit websites that provide a strong content.
Women also like to visit sites where it is easy to find content. Ease of use is preferred most by older women. Surprisingly, even the youngest females prefer visiting sites that are easy to use. More than half the females in the youngest age group said they often visited sites that are easy to read compared to just 39% of those who said they liked visiting fun sites.
The research, conducted in the US, will be useful to website designers and content providers and will help them design the site in a way that is liked by their target audience.
For the purpose of the survey, researchers divided respondents into five age groups: Gen Y (age 18-26), Gen X (age 27-40), Young Boomers (age 41-50), Old Boomers (age 51-61 ) and Seniors (age 62 and above).
Men, the survey found out, care most about content. Across all age groups, more men than women say that “better content” is a winning aspect of sites they visit regularly. Younger males cared most about content. As opposed to that, only 26% of the women in the 27-40 age group said better content was an important mark of their favourite sites.
While tracking online activities, it was found that women prefer online gaming, while men like watching video on the internet. On the other hand, both men and women are almost equally attracted to blogging and social networking.
Fun for the young and security for the old
The research also found that age of the targeted consumers is an important factor that should be kept in mind while designing a website. Young online visitors like fun sites and those that are good-looking. On the other hand, older consumers value trust and reliability the most. Older consumers are also likely to visit sites they feel are fast and responsive.
In general, says the report, websites should be designed such that it is easy to navigate (move from one page to another or related page), and to find content, while fun elements should be added for the younger audience. On sites targeted at the aged, security and fast downloading are important factors.