Avarice. extended survey insights
Please note that this is the extended section of the survey insights part of my Medium article Avarice Part 1. The UX Process.
survey insights
We next conducted a survey in order to gather qualitative and quantitative data on people’s habits when consuming online editorial materials.
We started out by asking…
This informed which online editorials we researched and learned from.
We then considered which formats were popular for news and entertainment content, in order to gauge if our editorial platform should include other media formats…
91% of respondents like to read text
75% of respondents like to watch videos
50% listen to podcasts
29% read instagram stories
25% look at images (e.g. photojournalism)
In the next two questions, we considered the context of consumption in order to consider article length and types of content that should be provided…
70% read online throughout the day (e.g. in breaks at work)
66% read online on public transport
50% read on the toilet :)
37% read before work
33% read before sleep
20% read in public e.g. in cafés
50% of respondents read articles for 5–10 min (per session)
25% of respondents read articles for a few minutes (per session)
20% of respondents read articles for 10–30 minutes (per session)
- users should be provided articles of mixed length
- How might we categorise and communicate article length?
83% of respondents read online to discover new things
75% of respondents read online to get more informed about a specific topic
54% of respondents read online to be caught up with the news
29% of respondents read online to relax
- users should be able to discover new stories + access specific topics
Next was considered how respondents landed on content; the idea behind it being that it would help inform user flows and also the decision between designing a web app or native app.
70% of respondents navigate directly to editorial websites
54% of respondents land on editorial websites (e.g. link on social media)
33% of respondents use an app
- the primary user flow should start on homepage + secondary user flow should be developed from a landing page if time allows
- app design can be ignored; focus on responsive web
Finally, one quantitative and one open-ended question were asked regarding feature and content prioritisation. The open-ended question (10) allowed for data-collection outside of our team’s assumptions.
79% of respondents valued well-written articles highly
45% of respondents valued beautiful design/ layout highly
45% of respondents valued specialised content highly
41% of respondents valued lots of varied content
37% of respondents valued well-produced videos
29% of respondents valued bitesized content e.g. short articles
only 25% of respondents valued being able to find what they’re looking for
- users should be provided with proper journalism: well-written articles laid out beautifully, with clean UI.
- Should the content be diverse or specialised?
“Minimal desgin good (sic) researched articles, diversity, interesting topics.”
“Like: Simple layout, very few widgets and integrations, researched articles Hate: paywalls, autoplay videos, advertorials”
“I like the very puritan appearance”
“I hate pop-up ads.”
Responses to this question generally backed up responses to question 9, but thanks to question 10 being open-ended, it came out that the thing people were most frustrated about was disruptive advertising.
Hit me up with any thoughts or feedback @https://medium.com/@a.lovinger.pountain
Thanks for reading. You are great and I definitely don’t just say that to everyone.
