Field Guide to Programmers

In my last post, I urged marketers to take a look at those often ignored browser stats. I backed up the call to action with information about conversion rates and average order sizes based on browser, screen resolution, and operation systems. My conclusions might inspire developers and designers to charge forward into the wide open field of high intensity design where horsepower is unlimited, but I wouldn’t start drawing up your grand plans just yet.

When you look at your data, you might just find that CRT is far from dead and 800×600 still defines a majority of your audience.

Designers: Time to Go Back to School

In the US, CRTs still rule the schools. There are several solid reasons why this might remain the case for some time to come:

• Durability – It’s pretty hard to scratch the glass on CRT.
• Security – after all who steals a CRT?
• Financial – While LCD prices have come down, many older computers need video card upgrades to tap into them. In addition, there’s another good argument: “if it ain’t broke, why fix it?”

On the educational sites I’ve worked with, it is not uncommon to see 80% of the visitors coming in at 800×600. This might bum out the designers, but they have to be sensitive to that data. If the visitors are captive to the lower resolution, they’re not going to take kindly to a fancy design that causes endless scrolling.

Marketers: This is Your Father’s Internet

Going back to my last article, I mentioned early adopters and how they are likely to upgrade to the latest and greatest. Looking at demographic studies, the top end of that group generally falls into the under-50 crowd with some reports inching up toward age 55.

Even though marketers have good reason to salivate over the potential of the most well-off group of retirees in the history of the country, the fact of the matter is that new computers are pretty far down the list for the majority of that group. They might have a 50″ television set in the living room, but there’s a dusty old CRT in the den.

And it’s probably going to stay that way for quite awhile.

So what do you do with this data?

You dig deeper and you test.

Based on my experience, I’d focus on developing a design that places less emphasis on fast scanning and links between areas of the site. You are likely to find that this segment will spend more time reading your copy and less time looking for the “scent of information”. This means they’ll also get quite frustrated when you make then dig to get what they want.

Of course, I might be completely wrong about your audience. That’s why I recommend you dig into the data and test.