Consumers Want More Web Interactivity

San Jose, CA, Feb. 22, 2010--Companies investing in, or planning, rich-media and social media features are seeing the best results in terms of customer satisfaction and sales, according to a survey by Adobe Systems Inc.

Mobile and personalization continue to be the least deployed tactics with less than 10 percent of respondents having deployed these features across their Web properties.

"Consumers want more than the traditional one-size fits all Web experience," said Doug Mack, vice president and general manager of Rich Media Solutions at Adobe.

"They want to be heard and understood online, which is why 75 percent of the survey respondents say they are planning attention-grabbing innovations over the next 12 months to provide more interactive and personalized experiences."

Overall, the top features rated as most effective include: product tours or multi-media viewing which combines guided spin, zoom imagery, videos or animations with copy (36 percent); visual filtering and advanced search on product features including size, color, and price (33 percent); user comments and reviews (32 percent); search landing pages (32 percent); product comparisons (28 percent); and zoom (28 percent).