At first, this may seem like a criticism of web usability legend Jakob Nielsen, but it’s really not. When it comes to web interface, Nielsen was a true pioneer and continues to be a voice within a world that he undeniably influenced.
No, this is a different take on the same data that he uses to inform his clients. And the industry at large, hence, probably even my clients.
A new article in SEORoundtable.com referenced a study conducted by Nielsen that “One-Fourth of All Internet Users Cannot Perform a Simple Google Search.” The lead noted that “usability expert Jakob Nielsen blogged about how difficult it is to perform a Google search”
Now, considering what I know of Google, I wondered how “difficult” it can be to perform a Google search.
Anyway, according to Nielsen’s research, there is evidence that suggests that nearly 1/4 of Internet users cannot actually use Google. Now, he readily admits that 76% of the people he surveyed CAN use Google, but he’s more interested in the 24% who CANNOT.
Well, this glass-half-empty perspective is the part the grabs headlines. Listen, Nielsen is a web usability pioneer, so I am not surprised that when he talks, people listen. But this is sort of the opposite of what the headline should have been.
The headline should have read “76% of Internet Users Leverage Google.”
Consider for a moment what Google does. Based on a few words (aka keywords), Google gives you a list of websites that you might want to “visit.” Despite the fact that these are only digital destinations, we’re asking people to consider at least two abstract concepts:
- The idea that there are networked computers that lead to an online destination that doesn’t really exist in the real world and…
- There’s some kind of engine (another real world object) that helps you find this non-existent destination.
Even if people don’t need to wrap their hands around the abstractness of it all, they do learn pretty quickly how to use Google to find what they want. If 76% of people have learned how to use Google, that is a testament to the usability of the site. Heck, that’s probably significantly higher percentage of people than learned how to set the clock on their VCR.
Nielsen’s research is probably well designed and would likely stand up to research scrutiny, so it’s doubtful that it’s somehow loaded (to get a specific result). But if you look at the “task” they asked people to perform, then it’s even more impressive that they got a 76% success rate. In Nielsen’s own words, “in one of our test tasks, to find “a strong vacuum cleaner that is easy to use, can pick up pet hair, and costs under $300”)”.
Well, Google would only be one starting point in your web search. If you were a user, you might be looking to buy something, so you’d focus on shopping sites right? But if you were in a research mode, you might also try a review-oriented website.
But if you really wanted to know if it was “easy to use” you would have to look past the marketing copy. Because every vacuum cleaner will claim that it is “easy to use.”
So how do people find out if it’s easy to use? Reviews! Professional reviews, social network reviews, and user-generated reviews will tell you if something is “easy to use” which is a highly subjective qualification. Google is designed to find word matches on facts, not offer a subjective opinion on quality.
Now, back to our 76% success rate….considering the test question, Nielsen should be amazed at how many people were able to use Google to actually find information that helped them find a vacuum cleaner. What other tool has this kind of usability success rate?
Consider the huge differences in education, experience, and attitude of Internet users. Yet, Google created something simple, yet incredibly powerful, that bridges the gap between the gap of human diversity. Let’s face it, Google’s success is due in part to it’s ease of use. People like powerful tools that are simple and pleasurable to use.
Finally, this study wasn’t just about Google, it was about searching on the Internet using a search engine. Google may be the biggest player in search, but Google isn’t the whole Internet. It’s just one corporate brand that happens to dominate their category. Would those people tested know how to use Yahoo? Ask? MSN?
Also, if Nielsen polled those same people in a week, would they have still been unable to use Google? It is an exceptionally easy tool that actually fosters learning.
I deal with clients every day. Most of them do their own research, and I wonder how they will respond when they see a headline like this from an industry legend like Jakob Nielsen. Will they wonder if Google is “easy” enough to use? Will they feel that Google may not be the right channel for communicating their brand message to their target audience?
Of all people, Nielsen should have been headlining the fact that 76% of people can actually use a common tool like Google to make use of the increasingly complex Internet. Not the opposite way around.