Do different customer demographics require different website versions?

While looking at the latest version of Amazon.com due for release shortly, it has left me wondering; given the fast growing prevalence of tablets, plus the huge take-up of Smartphones in Australia, is this changing the way customers search websites and expect information to be presented online?  In particular, are there demographic influences at hand too?

Putting this into a perspective for Online Financial Services I would consider investigating the following:

·         Is the PC/Laptop accessed website the default method of access for most of your clients? 

·         If not, what other formats are growing in popularity? 

·         What rate of growth are these channels experiencing in your business?  Should this in turn affect the Online development path for your business?

·         Is there a clear age range associated with each of these access methods?

·         Why are clients accessing these alternative methods? 

·         Where are they accessing these versions?  Does this present security concerns in terms of customer account data?

·         How are clients accessing/searching the information presented on your site; mouse, scrolling, screen touch/tap or using a navigation structure? Is this dependent upon the age of your customers?

·         Given the reduced space within a Smartphone or Tablet format, what is the best way to present their condensed account information?  For example it may be more space effective to present home page level combined account data as a pie chart, where customers could click segments to see each sector/account view.  Would this kind of presentation of data be received well by a younger client audience?  However how would this sit with an older demographic?    

By looking at these questions (in particular your clients’ website access methods and demographic mix) this will help your business recognise the changing longer term development requirements relating to unique demographic needs; mainly access methods and client data presentation. 

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About Objective Experience

Objective Experience is your partner for customer experience strategy, research, design and usability testing. Our team of passionate Customer Experience Consultants uncover insights from your customers to optimize customer journeys across all digital and physical channels – mobile apps, websites, systems, shopper and retail. We research on how customers interact with products, services and environments through interviews, surveys, focus groups, desk research, eye tracking and usability testing. Actionable recommendations are developed from our in-depth observations and testing. Our partners and clients come from a wide range of businesses and industries - from large financial institutions and government organisations to technical consultancies, Universities and not-for-profit businesses. Objective Digital Holdings Pty Ltd has offices in Sydney (Objective Experience Sydney) and Singapore (Objective Experience Singapore). Eye Tracking, CX, UX, Usability Testing, Shopper Research & Design Thinking across Australasia and South East Asia.

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