Adults
are becoming Internet-savvy.
A
recent study by the Nielsen Norman Group found that, contrary to stereotype, teens
as a group are not as proficient as adults in navigating the Web.
A group of 13- to 17-year-olds was assigned tasks at 23 Web sites, operated by
Apple, McDonald's, Procter & Gamble and other companies. The teens completed the
tasks 55% of the time. Adults completed the tasks 66% of the time. These results
are consistent with other studies.
Immaturity and poor reading skills
partly explained the lackluster performances. So did the teens' weak research
skills and unwillingness to tough it out when a site posed design obstacles.
We tend to believe that these amazing multi-tasking, multi-gadgeted kids can run
circles around us. And sometimes they do. Ok, many times they do. But, at the
same time, adults are becoming increasingly Internet-savvy.
The
study poked holes in other stereotypes as well. While teens like cool-looking
graphics, they prefer sites with a clean design, relevant content and easy navigation.
Ah,
music to my ears.