Users visit sites that entertain, absorb, look out for them

The Online Publishers Association (OPA) unveiled the results of its online user experience study. The study identified 22 experiences that describe and define of how people interact with and relate to digital media, and determined how each of those specific experiences impact site usage.

Top drivers for site usage

  1. Entertains, absorbs me
  2. Looks out for people like me
  3. Regular part of my day
  4. My personal timeout
  5. A credible, safe place
  6. Connects me with others
  7. Touches me and expands my views
  8. Makes me smarter
  9. Turned on by ads
  10. Easy to use
  11. Helps and improves me