© Media Management Center © 1 User Engagement Study Todd McCauley Media Management Center Northwestern University, 2005 Online Publishers Association (OPA)

© Media Management Center© Media Management Center©© 11

User Engagement User Engagement StudyStudy

Todd McCauley Todd McCauley Media Management CenterMedia Management Center

Northwestern University, 2005Northwestern University, 2005

Online Publishers Association (OPA)Online Publishers Association (OPA)


Engagement is a hot topicEngagement is a hot topicNot as big as Star Wars, but bigger than Angelina JolieNot as big as Star Wars, but bigger than Angelina Jolie

““Revenge of the Sith” Revenge of the Sith” 6.7 million sites6.7 million sites

““Customer Engagement” Customer Engagement” 3.1 million sites3.1 million sites

““Angelina Jolie Angelina Jolie 2.8 million sites2.8 million sites

Google SearchGoogle Search


SummarySummary

• User engagement is best way to User engagement is best way to increase site usageincrease site usage

– more time spent more time spent

– recommendations to friendsrecommendations to friends

• Media companies, vendors, marketers Media companies, vendors, marketers can increase engagement can increase engagement


Customer satisfaction is necessaryCustomer satisfaction is necessary

But not sufficientBut not sufficient

Satisfaction Satisfaction withoutwithout engagement is engagement is

Nearly worthlessNearly worthless

Satisfaction with engagement isSatisfaction with engagement is

Priceless Priceless

(McEwen and Fleming, GMJ, March 2003 "Customer Satisfaction Doesn't Count”)(McEwen and Fleming, GMJ, March 2003 "Customer Satisfaction Doesn't Count”)

Gallup studyGallup study


Harvard Business ReviewHarvard Business Review

• If growth is what you’re after:If growth is what you’re after:

– You won’t learn much from customer You won’t learn much from customer satisfaction. satisfaction.

• You need to know what your customers You need to know what your customers tell their friends about youtell their friends about you

(Frederick F. Reichheld, Harvard Business (Frederick F. Reichheld, Harvard Business Review “The One Number You Need to Grow")Review “The One Number You Need to Grow")


• It is the user’s “experience”It is the user’s “experience”

– An intellectual and emotional reactionAn intellectual and emotional reaction

– What happens within the user What happens within the user

– How he / she interacts How he / she interacts

• Engagement drives usageEngagement drives usage

What is engagement?What is engagement?


SatisfactionSatisfaction


Satisfaction Satisfaction EngagementEngagement


How does this apply to How does this apply to Online?Online?

1.1. Satisfying content is necessary, but not Satisfying content is necessary, but not sufficientsufficient

2.2. Users engage through specific Users engage through specific experiencesexperiences when visiting your sitewhen visiting your site

3.3. Online User Experience Study: Online User Experience Study:

• Provides a measurement of Provides a measurement of relationshiprelationship between between experience & usageexperience & usage

4. You can increase site usage by delivering 4. You can increase site usage by delivering specific experiences.specific experiences.


Q1. What are the experiences people have Q1. What are the experiences people have when visiting Web sites?when visiting Web sites?

Q2. How do these experiences impact site Q2. How do these experiences impact site usage?usage?

Q3. How can we use experiences to Q3. How can we use experiences to increaseincrease usage? usage?

Study answers 3 Study answers 3 questions questions


Q1. Q1. What are the What are the experiences?experiences?

The Research and FindingsThe Research and Findings


OPA study foundOPA study found

• 22 distinct online experiences22 distinct online experiences

• The study reveals The study reveals

– what they arewhat they are

– how prevalent they are how prevalent they are

– their impact on usage their impact on usage


Qualitative InterviewsQualitative InterviewsIn-person interviews with Internet UsersIn-person interviews with Internet Users


39 sites, 7 categories39 sites, 7 categoriesNational News: CNN, MSNBC, NYT, USAToday, ABC, CBS

Local News: Freep, AZCentral, Philly, Miami, KIROTV, nbc5i, chicagotribune, latimes

News Aggregator: Google News, Yahoo News

Entertainment: Comedycentral, mtv, vh1, entertainment weekly, espn, People

Special Interest: Webmd, about, ivillage, foodnetwork, bhg, epicurious

Games: Gamespot, UGO, IGN, eagames,Yahoo Games

Business: WSJ, thestreet, forbes, cnnmoney, businessweek, marketwatch


“It’s just instant gratification…It has become addictive.”


“I don’t have to go out and buy a bunch of books. It covers everything.”


“It allows me to relax… it has taken my mind off the day.”


“I collect articles that I have found that make a particular point.

I have quite a collection.”


“It helps me become an information source for people at work.”


“It makes me feel smart.”


154 statements

Survey and AnalysisSurvey and Analysis

2000 survey

respondents

22 distinct experiences


Touches me & expands my Touches me & expands my viewsviews

• This site makes me think of things in new ways.

• It inspires me in my own life.

• This site stimulates my thinking about lots of different topics.

• This site makes me a more interesting person.

• Some stories on this site touch me deep down.


Connects me with othersConnects me with others• I’m as I’m as interested in input from other usersinterested in input from other users

as I am in the regular content on this site.as I am in the regular content on this site.

• Overall, the Overall, the visitorsvisitors to this site to this site are pretty are pretty knowledgeableknowledgeable about the topics it covers. about the topics it covers.

• I’d I’d like to meet other peoplelike to meet other people who regularly who regularly visit this site.visit this site.

• This site does a good job of This site does a good job of getting its getting its visitors to contributevisitors to contribute or provide feedback. or provide feedback.


Worth saving and sharingWorth saving and sharing

• Often I Often I save articles on this site to keepsave articles on this site to keep and go and go back to. back to.

• I like to I like to send thingssend things I see on this site to other I see on this site to other people. people.

• I’ll often email articles to myself so I can I’ll often email articles to myself so I can keep them keep them for future referencefor future reference..

• People will call or emailPeople will call or email to tell me to check out to tell me to check out something on this site. something on this site.

• I usually I usually like to discusslike to discuss this site with someone else this site with someone else as I read through itas I read through it..


22 User Experiences22 User Experiences1. Entertains, absorbs me

2. Looks out for people like me

3. Regular part of my day

4. My personal timeout

5. A credible, safe place

6. Connects me with others

7. Touches me and expands

my views

8. Makes me smarter

9. Turned on by ads

10. Easy to use

11. Helps & improves me

12. Worth saving & sharing

13. Tailored for me

14. Guides me to other media

15. Makes me feel I belong

16. A way to fill my time

17. Something to talk about

18. My guilty pleasure

19. Tries to persuade me

20. Too much

21. Worries me

22. Annoyed by the ads


Q2. How do Q2. How do experiences impact experiences impact

usage? usage? The Research and FindingsThe Research and Findings


SUM: SUM: Site Usage MeasureSite Usage Measure

• Measures how much a person uses a Measures how much a person uses a specific Web sitespecific Web site

• SUM measures:SUM measures:

Time SpentTime Spent

Total time on site in an average day Total time on site in an average day

FrequencyFrequency

Average number of sessions per day Average number of sessions per day


Relating experiences Relating experiences to usage to usage

5-step process5-step process


Step 1. Measure usage Step 1. Measure usage for each respondentfor each respondent

Usage of Usage of SiteSite

(SUM)(SUM)

HighHigh

LowLow


Step 1. Measure usage Step 1. Measure usage for each respondentfor each respondent


(SUM)(SUM)

HighHigh

LowLow

User #1User #1

User #2User #2

User #3User #3


Step 2: Select an Step 2: Select an Experience to StudyExperience to Study


(SUM)(SUM)

HighHigh

LowLow

User #1User #1

User #2User #2

User #3User #3

““Entertains and Entertains and Absorbs Me”Absorbs Me”


Step 3: Relate Step 3: Relate Respondents’ Usage to Respondents’ Usage to

Experience RatingExperience Rating


(SUM)(SUM)

HighHigh

LowLow

User #1User #1

User #2User #2

User #3User #3

ExperienceExperienceI do not have this I do not have this

experienceexperience

I strongly have I strongly have this experiencethis experience



Step 3: Relate Step 3: Relate Respondents’ Usage to Respondents’ Usage to

Experience RatingExperience Rating


(SUM)(SUM)

HighHigh

LowLow

User #1User #1

User #2User #2

User #3User #3






Step 4: Determine the Step 4: Determine the RelationshipRelationship


(SUM)(SUM)

HighHigh

LowLow

User #1User #1

User #2User #2

User #3User #3






Step 5: Compare Step 5: Compare relationships across relationships across

experiencesexperiences


(SUM)(SUM)

HighHigh

LowLow




““Entertains and Entertains and Absorbs Me” Absorbs Me”

Highest impact on Highest impact on

usageusage





(SUM)(SUM)

HighHigh

LowLow




““Entertains and Entertains and Absorbs Me” Absorbs Me”

Highest impact on Highest impact on

usageusage ““Tries to Tries to Persuade Me” Persuade Me”




UsageUsage

ExperienceExperience

Improved experience

Slight impact on usage

Large impact on usage

similar improvement


Top Usage DriversTop Usage Drivers1. Entertains, absorbs

me






7. Touches me and expands my views

8. Makes me smarter

9. Turned on by ads

10. Easy to use

11. Helps and improves me

12. Worth saving and sharing


Q3. How can we use Q3. How can we use experiences to experiences to

increase site usage?increase site usage?

Putting experiences to workPutting experiences to work


The experiences to target…The experiences to target…

1.1. ““Fit” your site’s goals and your Fit” your site’s goals and your organization’s cultureorganization’s culture

2.2. Have the highest impact on usageHave the highest impact on usage

– key contribution of OPA studykey contribution of OPA study

3. Are among the least prevalent on your 3. Are among the least prevalent on your sitesite


Entertains & absorbs me

Impa

ct o

n S

ite U

sage

Low ─

High ─

Tries to persuade me


Experience Presence

Impa

ct o

n S

ite U

sage

lRare

lCommon

Low ─

High ─




Turned on by the ads


Worth saving & sharing

Connects me with others

My personal timeout

Regular part of my day

Touches me & expands my views

Helps & improves me

Looks out for people like me

A credible, safe place

Makes me smarter

Easy to use

Worries meAnnoyed by the ads

Too much


A way to fill my timeMy guilty pleasure

Makes me feel I belong Guides me to other mediaTailored for me

Gives me something to talk about

Experience Presence

Impa

ct o

n S

ite U

sage

lRare

lCommon

Low ─

High ─


Worries meAnnoyed by the ads

Too much


A way to fill my timeMy guilty pleasure

Makes me feel I belong

Turned on by the adsWorth saving & sharing


My personal timeout

Regular part of my day

Entertains & absorbs meLooks out for people like me

A credible, safe placeTouches me & expands my views

Makes me smarterHelps & improves meEasy to use

Guides me to other mediaTailored for me

Gives me something to talk about

Experience Presence

Impa

ct o

n S

ite U

sage

High PriorityExperiences

Low PriorityExperiences

lRare

lCommon

Low ─

High ─


The ProcessThe Process

1.1. Target specific experiencesTarget specific experiences

2.2. Develop content / features / Develop content / features / functionality aimed at enhancing functionality aimed at enhancing the target experiencesthe target experiences

3.3. Get feedback / Measure resultsGet feedback / Measure results

4.4. Continue to refine by repeating Continue to refine by repeating steps 2 and 3steps 2 and 3


The ProcessThe Process

Target Target experienceexperience

Feedback / Feedback / ResultsResults

ProductProductDevelopmentDevelopment


Operations

Content & Services

Audience

En

gag

emen

t

Experiences

Opportunities:Opportunities:

Content Content selectionselection

Story telling Story telling techniquestechniques

Tools and Tools and featuresfeatures

Site navigationSite navigation

Interaction with Interaction with audienceaudience

OpportunitiesOpportunities


Related studiesRelated studies

Experiences for other mediaExperiences for other media


Qualitative InterviewsQualitative InterviewsInterviews with newspaper and magazine readersInterviews with newspaper and magazine readers


Cross-Media Cross-Media ComparisonsComparisons

• Usage measures for each platformUsage measures for each platform

– SUM (Site usage measure) for onlineSUM (Site usage measure) for online

– RBS (Reader Behavior Score) for newspapers RBS (Reader Behavior Score) for newspapers

– RUM (Reader Usage Measure) for magazinesRUM (Reader Usage Measure) for magazines


Common across mediaCommon across media1. Entertains, absorbs me






7. Touches me and expands

my views

8. Makes me smarter

9. Turned on by ads

10. Easy to use

11. Helps & improves me

12. Worth saving & sharing

13. Tailored for me

14. Guides me to other media

15. Makes me feel I belong

16. A way to fill my time

17. Something to talk about

18. My guilty pleasure

19. Tries to persuade me

20. Too much

21. Worries me

22. Annoyed by the ads


Unique to “Online”Unique to “Online”

Entertains and absorbs me


Tailored for me

Guides me to other media

A way to fill my time

My guilty pleasure



Unique to “Newspaper”Unique to “Newspaper”

People I know

Good service and delivery

I connect with the writers

Dining companion

Awkward to handle

Drowning in news


Unique to “Magazine”Unique to “Magazine”

It grabs me visuallyIt grabs me visually

Helps me keep track of celebritiesHelps me keep track of celebrities

Reinforces my faithReinforces my faith

Helps me look good; it’s sensual, even Helps me look good; it’s sensual, even sexysexy

Share with others in the householdShare with others in the household


14 Experiences Common to 14 Experiences Common to Print and OnlinePrint and Online

• Two are particularly noteworthy:Two are particularly noteworthy:

– Annoyed by the adsAnnoyed by the ads

– Turned on by the adsTurned on by the ads


Advertising Advertising experiencesexperiences


Annoyed by the adsAnnoyed by the ads

• I am annoyed because too many of I am annoyed because too many of the ads on this site have too much the ads on this site have too much movement. movement.

• I don’t like the number of popup ads I don’t like the number of popup ads on this site. on this site.

• I don’t really look at the ads on this I don’t really look at the ads on this site.site.


Turned on by adsTurned on by ads

• I click on the ads from this site more often than most I click on the ads from this site more often than most other sites I visit.other sites I visit.

• This site has ads about This site has ads about things I actually care aboutthings I actually care about..

• I I like the adslike the ads just as much or just as much or more than the other more than the other thingsthings on this site. on this site.

• This site This site makes me want to shopmakes me want to shop. .

• I get a lot of I get a lot of gift ideas from this sitegift ideas from this site..

• This site This site helps me planhelps me plan what I’m going to do for what I’m going to do for entertainmententertainment..


Summary Summary

• Satisfying content is necessary, but not Satisfying content is necessary, but not sufficientsufficient

• Web site users engage through specific Web site users engage through specific experiencesexperiences when visiting your site when visiting your site

• Online User Experience Study: Online User Experience Study:

– Provides a measurement of the Provides a measurement of the relationshiprelationship between experience & usagebetween experience & usage

• You can increase site usage by delivering You can increase site usage by delivering specific experiences.specific experiences.

– Applications for both content and adsApplications for both content and ads


Thank youThank you

Todd McCauleyTodd McCauley

[email protected]

Michael ZimbalistMichael Zimbalist

[email protected]@online-publishers.org


AppendixAppendix

ExperiencesExperiences


Entertains and absorbs meEntertains and absorbs me

Impact on usage: 1Impact on usage: 1stst

• I really do have a lot of fun visiting this site.I really do have a lot of fun visiting this site.

• This site really stimulates my curiosity.This site really stimulates my curiosity.

• This site is definitely entertaining.This site is definitely entertaining.

• Once you start surfing around this site, it’s hard to leave. Once you start surfing around this site, it’s hard to leave.

• Going to this site is something I look forward to.Going to this site is something I look forward to.

• This site is a good balance against the “mainstream media.”This site is a good balance against the “mainstream media.”

• It usually has something that surprises me.It usually has something that surprises me.

• The site has a very distinct personality to it.The site has a very distinct personality to it.

• I enjoy searching for things on this site.I enjoy searching for things on this site.

• Often I go to this site just to see if it has anything new since the last time I Often I go to this site just to see if it has anything new since the last time I checked it.checked it.


Looks out for people like meLooks out for people like me

Impact on usage: 2Impact on usage: 2ndnd

• The people who run this site really seem to care about their visitors.The people who run this site really seem to care about their visitors.

• This site has a strong sense of community to it.This site has a strong sense of community to it.

• This site tends to implement the newest technologies.This site tends to implement the newest technologies.

• This site covers everyday topics in interesting ways.This site covers everyday topics in interesting ways.

• This site really seems to look out for people like me.This site really seems to look out for people like me.

• This site does a good job of boiling things down to the important This site does a good job of boiling things down to the important information.information.

• This site keeps me informed about things to do. This site keeps me informed about things to do.

• This is a very interactive site.This is a very interactive site.

• This site offers a variety of different perspectives.This site offers a variety of different perspectives.


Regular part of my dayRegular part of my day

Impact on usage: 3Impact on usage: 3rdrd

• It’s part of my routine.It’s part of my routine.

• I use it as a big part of getting my news for the day.I use it as a big part of getting my news for the day.

• This is one of the sites I always go to anytime I am surfing the This is one of the sites I always go to anytime I am surfing the web.web.

• It helps me to get my day started in the morning.It helps me to get my day started in the morning.

• I like to have this web site open on my desktop while I am doing I like to have this web site open on my desktop while I am doing other things.other things.

• There are features on this site that I regularly follow. There are features on this site that I regularly follow.

• I tend to go to this site at the same time or times each day.I tend to go to this site at the same time or times each day.


My personal timeoutMy personal timeout

• It’s a treat for me.

• Going to this site improves my mood, makes me happier.

• I like to kick back and wind down with it.

• I like to go to this site when I am eating or taking a break.

• While I am on this site, I don’t think about other sites I might go to.


My personal timeoutMy personal timeout

Impact on usage: 4Impact on usage: 4thth

• It’s a treat for me. It’s a treat for me.

• Going to this site improves my mood, makes me happier.Going to this site improves my mood, makes me happier.

• I like to kick back and wind down with it. I like to kick back and wind down with it.

• I like to go to this site when I am eating or taking a break.I like to go to this site when I am eating or taking a break.

• While I am on this site, I don’t think about other sites I might go While I am on this site, I don’t think about other sites I might go to.to.


A credible, safe placeA credible, safe place


• I trust it to tell the truth. I trust it to tell the truth.

• I value the factual information on this site. I value the factual information on this site.

• If something is important, I am confident it would be on this site.If something is important, I am confident it would be on this site.

• I feel safe in using this site. I feel safe in using this site.

• Typically I agree with things on this site. Typically I agree with things on this site.

• I would trust this site with any information I give it. I would trust this site with any information I give it.

• I think of this site as a source of information about specific things. I think of this site as a source of information about specific things.

• It is unbiased information.It is unbiased information.


Connects me with othersConnects me with others


• I’m as interested in input from other users as I am in the regular content I’m as interested in input from other users as I am in the regular content on this site.on this site.

• A big reason I like this site is what I get from other users.A big reason I like this site is what I get from other users.

• I’d like to meet other people who regularly visit this site.I’d like to meet other people who regularly visit this site.

• I’ve gotten interested in causes I otherwise wouldn’t have because of I’ve gotten interested in causes I otherwise wouldn’t have because of this site.this site.

• This site does a good job of getting its visitors to contribute or provide This site does a good job of getting its visitors to contribute or provide feedback.feedback.

• Overall, the visitors to this site are pretty knowledgeable about the Overall, the visitors to this site are pretty knowledgeable about the topics it covers.topics it covers.

• Whenever I visit this site, I also go to a couple of other specific sites. Whenever I visit this site, I also go to a couple of other specific sites. For me, they make a good “package.”For me, they make a good “package.”


Touches me & expands my Touches me & expands my viewsviews


• This site makes me think of things in new ways.This site makes me think of things in new ways.

• It inspires me in my own life.It inspires me in my own life.

• This site stimulates my thinking about lots of different topics.This site stimulates my thinking about lots of different topics.

• This site makes me a more interesting person.This site makes me a more interesting person.

• Some stories on this site touch me deep down. Some stories on this site touch me deep down.


Makes me smarterMakes me smarter


• It is time well spent.It is time well spent.

• Even if I disagree with information on this site, I feel I have learned Even if I disagree with information on this site, I feel I have learned something valuable.something valuable.

• I look at this site as educational. I am gaining something.I look at this site as educational. I am gaining something.

• They do a good job covering important topics. They don’t miss They do a good job covering important topics. They don’t miss things. things.

• It addresses issues or topics of special concern to me. It addresses issues or topics of special concern to me.

• This site goes really in-depth.This site goes really in-depth.

• It has a very professional image.It has a very professional image.

• It updates me on the things I try to keep up with.It updates me on the things I try to keep up with.


Turned on by adsTurned on by ads


• I click on the ads from this site more often than most other sites I I click on the ads from this site more often than most other sites I visit.visit.

• This site has ads about things I actually care about.This site has ads about things I actually care about.

• I like the ads just as much or more than the other things on this site. I like the ads just as much or more than the other things on this site.

• This site makes me want to shop. This site makes me want to shop.

• I get a lot of gift ideas from this site.I get a lot of gift ideas from this site.

• I like the ads for unusual things. I like the ads for unusual things.

• This site helps me plan what I’m going to do for entertainment.This site helps me plan what I’m going to do for entertainment.


Easy to useEasy to use


• You can get what you want on this site without having to go You can get what you want on this site without having to go through a lot of uninteresting stuff. through a lot of uninteresting stuff.

• While I am using this site, I can easily picture what is being While I am using this site, I can easily picture what is being described.described.

• This site is very clean and straightforward. This site is very clean and straightforward.

• I am mentally involved when using this site. I am mentally involved when using this site.

• I like that you can just happen to come across interesting things I like that you can just happen to come across interesting things on this site.on this site.

• This site has an international perspective.This site has an international perspective.


Helps and improves meHelps and improves me


• You learn how to improve yourself from this site.You learn how to improve yourself from this site.

• This site helps me make good purchase decisions.This site helps me make good purchase decisions.

• This site provides information that helps me make important This site provides information that helps me make important decisions.decisions.

• This site helps me better manage my money.This site helps me better manage my money.

• This site provides a lot of “how-to” information.This site provides a lot of “how-to” information.

• I give advice and tips to people I know based on things I’ve read I give advice and tips to people I know based on things I’ve read on this site.on this site.


Worth saving and sharingWorth saving and sharing


• Often I save articles on this site to keep and go back to. Often I save articles on this site to keep and go back to.

• In one way or another, I save a lot of articles I find on this site.In one way or another, I save a lot of articles I find on this site.

• I like to send things I see on this site to other people. I like to send things I see on this site to other people.

• I’ll often email articles to myself so I can keep them for future I’ll often email articles to myself so I can keep them for future reference.reference.

• People will call or email to tell me to check out something on this People will call or email to tell me to check out something on this site. site.

• I usually like to discuss this site with someone else as I read I usually like to discuss this site with someone else as I read through it.through it.


Tailored for meTailored for me


• In some ways, I feel like this really is “my site.”In some ways, I feel like this really is “my site.”

• Spending time on this site gives me a sense of accomplishment.Spending time on this site gives me a sense of accomplishment.

• This site has a lot of stuff you won’t find anywhere else.This site has a lot of stuff you won’t find anywhere else.


Guides me to other mediaGuides me to other media


• This site often leads me to other good sites. This site often leads me to other good sites.

• I enjoy other media more because of this site. I enjoy other media more because of this site.


Makes me feel I belongMakes me feel I belong


• Using this site makes me feel like a better citizen.Using this site makes me feel like a better citizen.

• Using this site makes a difference in my life. Using this site makes a difference in my life.

• It makes me more a part of my community. It makes me more a part of my community.

• This site reflects my values. This site reflects my values.


A way to fill my timeA way to fill my time


• I often use this site when I am bored. I often use this site when I am bored.

• Sometimes I will hear people talking about something and go to Sometimes I will hear people talking about something and go to this site to see what they are talking about.this site to see what they are talking about.

• I often will use this site when I am on the phone or waiting on I often will use this site when I am on the phone or waiting on something.something.


Gives me something to talk Gives me something to talk aboutabout


• I bring up things I have seen on this site in conversations with I bring up things I have seen on this site in conversations with other people.other people.

• This site often gives me something to bring up in conversation.This site often gives me something to bring up in conversation.

• I use things from this site in discussions or arguments with I use things from this site in discussions or arguments with people I know.people I know.


My guilty pleasureMy guilty pleasure


• I do quite a bit of socializing on this site.I do quite a bit of socializing on this site.

• I contribute to the conversation on this site. I contribute to the conversation on this site.

• I often feel guilty about the amount of time I spend on this site.I often feel guilty about the amount of time I spend on this site.

• I am interested in communicating with other people who use this I am interested in communicating with other people who use this site. site.

• I should probably cut back on the amount of time I spend on this I should probably cut back on the amount of time I spend on this site.site.

• Not that the things are bad, but I would not want other people Not that the things are bad, but I would not want other people around me to see everything I look at on this site.around me to see everything I look at on this site.


Tries to persuade meTries to persuade me


• They always take the same slant on issues at this site. They always take the same slant on issues at this site.

• This site should be updated more often. This site should be updated more often.

• They do more than just report what’s going on. They try to They do more than just report what’s going on. They try to persuade you.persuade you.

• I wish this site had more conservative views.I wish this site had more conservative views.


Too much info, it's distractingToo much info, it's distracting


• Using this site makes me feel like I am drowning in the flood of Using this site makes me feel like I am drowning in the flood of information that comes out each day.information that comes out each day.

• This site tries to cover too much. This site tries to cover too much.

• Sometimes I am frustrated that I can’t get things to work right on Sometimes I am frustrated that I can’t get things to work right on this sitethis site

• I get distracted on this site, there are different things all over the I get distracted on this site, there are different things all over the place.place.

• I sometimes feel my time has been wasted after using this site. I sometimes feel my time has been wasted after using this site.

• I find my mind wandering when I am on this site.I find my mind wandering when I am on this site.


Worries meWorries me

Impact on usage: 21Impact on usage: 21stst

• I sometimes don’t go to this site because I know it will be sad or I sometimes don’t go to this site because I know it will be sad or negative.negative.

• They will often cover topics I can’t stand. They will often cover topics I can’t stand.

• I worry about the accuracy of stories on this site.I worry about the accuracy of stories on this site.


Annoyed by the adsAnnoyed by the ads

Impact on usage: 22Impact on usage: 22ndnd

• I am annoyed because too many of the ads on this site have too I am annoyed because too many of the ads on this site have too much movement. much movement.

• I don’t like the number of popup ads on this site. I don’t like the number of popup ads on this site.

• I don’t really look at the ads on this site.I don’t really look at the ads on this site.

Documents

© Media Management Center © 1 User Engagement Study Todd McCauley Media Management Center Northwestern University, 2005 Online Publishers Association (OPA)