Technology Tradeoffs : General Approaches

• Web is a constantly changing environment
• Commercial issues are not the same as ours
• Lowest Common Denominator (Possible)
  • The more complex the technology the more participants you lose
  • Loss is not random
  • Complexity also often, but not always adds delay, and people are impatient on the web
• Use Current Standards
  • e.g., HTML 5/JavaScript
  • Uses have an expectation for how websites feel
  • If feel outdated or flat, might not use
  • Loss is not random
  • Can take advantage of new means of measurement
• Know the reach of your technology
• Population is changing
  • Early studies: mostly male (Krantz & Dalal, 2000)
  • More Recent studies: mostly female (e.g., Draper & Elmer, 2008)
  • Feminization of Psychology
  • Still topic and probably technology dependent (e.g., Braun & Drew, 2008)
  • May well interact with technology

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