College Students on the Web

Jakob Nielsen:

Students are multitaskers who move through websites rapidly, often missing the item they come to find. They’re enraptured by social media but reserve it for private conversations and thus visit company sites from search engines.
College students are an important target audience for many websites. They’re young, they’re about town, they spend whatever money they have (often online), and they frequently look for many different types of information. For sure, they’re an online generation spending — or squandering — large amounts of time on the Web.
User Research
To learn how students use websites, we conducted observational research with 43 students in 4 countries (Australia, Germany, the UK, and the USA). Participants ranged in age from 18 to 24 years and included 18 men and 25 women. Our test participants attended the following educational institutions: