Mobile internet usability solution provider, Keynote Systems announced the results of its first Keynote WebEffective for
iPhone study of user satisfaction of mobile web sites.
Study Results
In the Keynote WebEffective for iPhone study, more than 75
participants were tasked with finding an entertainment news story,
reading a news article, and searching for a story on a specific topic
then sending it to a friend. Highlights of the study include:
- Satisfaction rates were low for both Yahoo! (51 percent) and Fox
News (64 percent) mobile Web sites and less than half of users found
the sites to be appealing. - Only four percent of users tapped into advertising, nearly a quarter noticed advertising but did not click through.
- Significantly more Yahoo! users (60 percent) reported frustration with the site than Fox News users (33 percent).
- Expected user frustrations included site errors, cluttered pages,
poor site speed as well as excessive scrolling. Path analysis reveals
how users encountered and attempted to work around these issues. - Unexpected findings included a lack of visual appeal and difficulties around the search feature.
About the Tool
Keynote WebEffective tool provides marketers, researchers and advertisers a customer experience
and usability lab without walls.
About the Methodology
The Keynote mobile Web usability study for iPhone was run using
Keynote WebEffective. The study examined the satisfaction and usability
levels of more than 75 consumers who accomplished three separate
Keynote-assigned tasks on the Fox and Yahoo! News mobile portals using
their iPhone. Participants were questioned on why they took the actions
they did, their overall satisfaction and what could be done to improve
the experience. During the test, the users' activities were tracked by
the application and compiled for clickstream analysis to identify how
users accomplished the tasks, their navigational choices and the time
involved between navigation activities.
Availability
To receive the complete Keynote WebEffecitve for iPhone study, please visit: www.keynote.com/Key_Ads/ceux_iphone_study_2008.html