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Kentico-No-of-Websites-Americans-Regularly-Visit-Nov2013About 8 in 10 TV viewers say they regularly watch 10 channels or fewer, and it seems like adults carry that diet over to the online space, too. According to recent survey results from Kentico, when American adults were asked how many sites they return to regularly for non-work purposes, 41% said up to 5, while an additional 34% said between 5 and 10. That’s three-quarters of respondents capping out by the 10-site mark; a small but undoubtedly enthusiastic 5% claim to regularly visit more than 20.

It’s probably a leap to equate those attitudes with actual behavior, but that doesn’t render the results useless. Instead, it’s a window into the perceptions of some internet users, and a reminder that they consider only a handful of sites to be engaging enough to return to with some regularity. Some types of websites are likely chosen on utility: when categorizing websites into various content types, for example, a recent Ipsos survey found that at least half of Americans professed to visiting search engine sites, social networking sites, and portal sites (such as Gmail) on at least a weekly basis.

No matter their reasons for visiting their preferred websites, most Kentico survey respondents believe that websites have gotten better over the past few years. Roughly 6 in 10 feel they’ve improved in terms of design, functionality, usability, content, usefulness and other elements. Somewhat surprisingly, 31% believe they haven’t changed much, and 12% feel they’ve gotten worse. Younger folk were a bit more charitable: 68% of 18-29-year-olds felt that websites have gotten better.

As for personalization, 7 in 10 respondents indicated that at least half of the websites they visit offer products, services or content that are well-catered to their particular needs. The value of a personalized web experience seems to be something on which marketers and consumers both agree.

About the Data: The Kentico survey was conducted online during August 2013 among more than 300 US residents aged 18 and older.

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