London, May 25 : A new research has revealed that web users turn more ruthless and selfish when they go online.
According to the annual report into web habits, by usability guru Jakob Nielsen, people are becoming much less patient when they go online.
Rather than dawdling on websites many users want simply to reach a site quickly, complete a task and leave.
Moreover, many people ignore efforts to make them linger and are suspicious of promotions designed to hold their attention.
Nielsen said that success rates measuring whether people achieve what they set out to do online are now about 75 percent.
In 1999, this figure stood at 60 percent. He said there were two reasons for the increase.
"The designs have become better but also users have become accustomed to that interactive environment," BBC quoted Nielsen, as saying.
Nielsen said that now, when people go online they know what they want and how to do it, which makes them very resistant to highlighted promotions or other editorial choices that try to distract them.
"Web users have always been ruthless and now are even more so. People want sites to get to the point, they have very little patience," he said.
"I do not think sites appreciate that yet. They still feel that their site is interesting and special and people will be happy about what they are throwing at them," he added.