In some interesting research by Claria (the former Gator) they came up with some statistics that give some insight into online customer preferences.
I was a little surprized when they revealed that only 7% of the population customizes and personalizes their home pages. My thoughts were that it would have been a lot higher. On the other hand those that do customize their own home pages spend double the time clicking around on that home page than those that don't.
When asked for the reason that they didn't customize, many that responded said that they either didn't know how to do it or they didn't have enough time. The other thing they added was that they did like the benefit they get from it.
Consumer schizophrenia? It wouldn't be the first time. But is it? I don't think so. When you look at what they're saying, they are letting the questioners know that they like it but it is too complicated or takes too long.
What does that say about the companies offering these services?
I think that it reveals they are probably trying to do too much. It reminds me of a time in my life when I bought an enormous amount of software for various purposes. The problem was that I also got about a two-inch thick book with it that I had to go through to learn how to use it.
It seems that the equivalant of the two-inch thick book is the problem here. There are too many options that are being offered: overkill.
While I believe in the power of customization, most people want to do it simple and quick, not getting into every nut and bolt of a long drawn-out process.
It's no different than those that love to work on cars or build their own customizable one. The average person wants to make their own personal statement, but not to that level. They will want their own color, size, sound system and maybe a few other things, but most don't do what those who spend all their spare time working on their projects do.
Maybe offering options for both types of consumers is the answer. What are your thoughts?
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