A recent usability study from the Southern Illinois University has been commented on quite a bit and I have read a number of posts on it.
The findings of this study suggest that the most important factor in web design is how easy it is to use the site. Web Designers should consider the demographics of their user base. Females prefer easy navigation and accessibility, while males prefer faster download speeds. Personalisation was found to be the least important factor in evaluating website usability.
I thought the findings were quiet interesting and could be used when planning campaigns or when redesigning a site for a particular audience.
