Indian Journal of Science and Technology
DOI: 10.17485/ijst/2015/v8i30/87091
Year: 2015, Volume: 8, Issue: 30, Pages: 1-6
Case Report
Aslina Baharum1 * and Azizah Jaafar2
1 Faculty of Computing and Informatics, Universiti Malaysia Sabah, 88400 Kota Kinabalu, Sabah, Malaysia; [email protected]
2 Institute of Visual Informatics, Universiti Kebangsaan Malaysia, 43600 UKM Bangi, Selangor, Malaysia; [email protected]
According to the World Population Clock, over 50% of the world’s population is currently aged less than 30 years, specifically comprising the individuals belonging to Generation Y (Gen Y). It is believed that in specific demography studies, age groups or generations will have different behavior processes when accessing web pages. The aim of this study is to improve website design and implementation which is important based on specific user expectations. This study examined the circumstances wherein individuals from Gen Y (age 18-31) expect specific web objects to be located on the website. The web objects were: Logo, Site title, Login, Search engine, Internal links, External links, Language selection, Content, Calendar and Advertisement(s) respectively. The results found a pattern schema for Gen Y relating to defined expectations concerning the location of these web objects. It is anticipated that this will ultimately help web designers to improve the usability of web page specifically for Gen Y as target users.
Keywords: Advertisements, Demography, External Links, Gen Y, Schema, Web Object
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