This is an interesting question and one often debated!
Alot of the research tells us that in fact although how easy to use something is is important, its the value you get out of something – it’s utility – that really influences our behaviour. read more
To market effectively to web consumers requires marketing practitioners to have an increasing understanding of the core elements of usability.
A basic model of usability developed by Davis in the 1980′s is the Technology Acceptance Model (TAM) – (some 62,000 Google search results!). Based on years of research on what influences an individuals propensity to accept or adopt a technology, it’s basics parameters are still fundamental today. There are many others, but let’s start here. read more
This week was started by editing a research paper about what characteristics of a user influence their evaluation of web usability. This we are reserching not from a systems or technological perspective, but a marketing one. What are the marketing implications?
No longer just the domain of web designers, system developers and the technological proficient. For marketers this area is of increasing interest as our communities (consumers, clients, buyers, customers, our fellow marketers), and even ourselves are facing greater technological interaction. read more
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