User reviews topped the list

A study by Forrester Research presents the results of 5,000 online consumers that were asked content and functionality they look for in a site, reports Research Recap.

The study was conducted in light of consumers' increasing preference for online content versus traditional media.

User ratings and reviews topped the list, with 64 percent of consumers requesting the function.

Special offers and coupons came second with 61 percent, followed by product or price comparison tools.

Near the bottom of the list was games and questionnaires (29 percent). And while customers love to read user reviews, only 23 percent wanted the ability to upload or view their own content.

There were significant differences among age groups. Gen Y (18 to 27) liked games, questionnaires, and the ability to share content more than other generations.

Gen X (28 to 41) liked discussion boards and the ability to create a profile more than older consumers.

Younger boomers liked user ratings and price-focused offerings, while seniors were the least likely to want additional content and functionality on sites.

All age groups agreed that ease of use should be a top priority for a site.