Abstract
ABSTRACTMarketing researchers use geography to identify specific user groups for studies to more effectively describe their potential customer base. Since usability professionals often recruit users employing similar selection criteria as their marketing peers, the use of geographic information might also be relevant when selecting usability test participants. In total, 3,168 participants from across the United States rated the usability of different hardware, software, and web-based products using the System Usability Scale (SUS). SUS scores were compared across geographic divisions to determine if usability assessments differ by location. SUS scores were also compared across rural and urban areas to determine if usability assessment scores change with population density. There was a lack of evidence to support significant differences in usability scores across both US geographic areas and zones of population density. The findings suggest that people make similar system usability assessments regardless of the area of the United States in which they live.
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