A new study from the Online Publishers Association on website user experience ranked "entertains, absorbs me" as the number-one driver of website use, DM News reports. The statements "Looks out for people like me," "Regular part of my life," "My personal timeout," "A credible, safe place" and "Connects me with others" ranked second through sixth as online usage drivers.

Using a small sample of 65 internet users, the study was conducted with Northwestern University's Media Management Center. It identified 22 experiences that describe how and why users interact with interactive media and attempted to gauge how those experiences affect site usage. The study results will be presented in San Francisco at the OPA's annual eight-day "Eyes on the Internet Tour," starting today.

The seventh through 12th drivers, in descending order, were statements like "Touches me and expands my views," "Makes me smarter," "Turned on by ads," "Easy to use," "Helps and improves me" and "Worth saving and sharing."