26, November, 2009 Leave a comment
Just a quick post on something I came across that just reinforces what we know about web audiences, about how they are more impatient and do not really read but scan mostly.
The article has a comparison of TV and web audiences and I’m reproducing the summary table here for you:
|Audience||Mass: everybody watches the same basic channels, so the programming has to be bland||Niche: everybody seeks out their own special interests the moment they want something|
|Usability||Turn it on||Figure it out|
|Technology||Weak: can’t do anything except show pictures; offers no features||Powerful: can do almost anything; offers plenty of features|
|Main access UI||“Same time, same channel” next week||Search and navigation|
|User experience||Passive: sit back and let it happen the way the program director decided||Active: lean forward and decide where you want to go at any time|
|Distractions||None (except for temptation to do something else during commercials), so you stay focused on the one show you’re watching||Many: other windows and tabs beckon (and you’d better check your email right now in case something important has come in)|
|Ownership||MSM (main-stream media = big corporations, because it’s expensive to run a broadcast network)||The means of production are in everybody’s hands, reversing the centralization caused by the industrial revolution|
|Social context||Often with others; in a family room||Usually alone; in an office or den|
|Brand-building||Image and slogans||Experience|
|Good for advertising?||Yes||No (except search and classified ads)|
|Sales cycle support||Demand creation||Research, buying, fulfillment (for electronic products), customer support, relationship maintenance|
One thing that really strikes me is the amount of distraction you get online, and the compulsion to multi-task when you get online!
Oh, excuse me, let me check on the other page that’s loading and the attachment that I’m waiting to be downloaded and the article I’m waiting to upload…