9th WWW User Survey . Let's contrast e-commerce usage among experts versus novices in one important survey. These three reasons clearly reflect usability problems. Note that both experts and novices had found the item they wanted, but novices order less.
Experience compensates for low usability.
Given a Web context, optimal usability design will reduce the need for experience and expertise. In contrast, the current survey shows a considerable range of usage frequency among levels of user experience. With better usability, we should see greater use of information searches among novices and intermediates. Experts may also increase their usage. However, we see that the six months between surveys accelerated expert performance better than novice performance.