I was drawn to a piece on the BBC website on Saturday reporting that web users are becoming more "ruthless and selfish" when going online. What's this - are we hogging more than our allotted share of (largely illusory) bandwidth? Are we snaring unfriendly sites into consumer-run botnets? Sadly no.
What passes for user ruthlessness and selfishness in the eyes of the "usability guru" behind the research turns out to be such outrageous webuser behaviour as:
- "ignoring efforts to make them linger" at a given site (ooooh)
- "being suspicious of promotions designed to hold their attention" (aaaah) and even...
- "wanting sites to get to the point" (gasp).
In short, people are said to be "much less patient when they go online". Hmmmm.
Can I suggest a change of vocabulary? Ruthlessness and selfishness were thought to be bad things when I was growing up, and I would like to offer a far more positive view of these alleged vices in the context of Joe & Jane Q Public's use of the web.
If we accept the web as a maturing institution, and given that so many homes in the UK now have broadband, we should surely applaud signs that users are now more "empowered" (I hate that word, but you know what I mean) and less tolerant of clumsy devices designed to manipulate their behaviour. When we walk into a shop, select an item and go to the till, we don't expect the store chain's marketing team to take us aside and try and sell us something else. We want to buy, pay and leave - end of story.
Why not on the web? People now use the web for more and more day to day transactions, and simply expect to be treated as adults with other things to do. People have now sampled enough sites to be able to compare good and bad, and so will no longer tolerate their precious time being wasted. They shun sites that try to do so. People are also highly sensitive to cyber crime, and now seek to limit their exposure wherever they can. And another ting - if (like me) you live further away from a UK telephone exchange than you can throw a modem, you also want to get the job done during that precious window when your internet connection is still up.
This may be seen as a bad thing by the site proprietors and their men in ponytails, but it isn't - it's just a once-wild environment going mainstream. So get used to it you wild Web 2.0 cowpokes - the railroad's come to town and and it's time to behave like the "results-driven customer-centric" businesses you claim to be.