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User ratings top consumers’ online wish lists

February 13, 2008 | Internet Marketing

Forrester Research asked more than 5,000 survey participants to tell them what Web site content and functionality they'd most like to see. User ratings and reviews topped the list, with 64 percent of consumers requesting the function.

Consumers are spending more and more time online and less time with traditional media, like TV and newspapers. But what do people want from the Web sites they visit? To find out, Forrester Research asked more than 5,000 online consumers what content and functionality they’d most like to see. Forrester found that:

- Consumers want user ratings and reviews the most. Sixty-four percent of consumers reported wanting to see user ratings and reviews. And nearly the same amount also wanted price-focused offerings, like special offers or coupons (61%) and product or price comparison tools (59%).

- Consumers don’t want to play games, take quizzes, or create content. Only 29% of all US consumers said they’d like to play entertaining games or fill out quizzes and questionnaires on sites. And although most consumers want to read ratings and reviews from others, only 23% want the ability to upload or view their own content.

Get the full story at Research Recap

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