The study, which took place in the US offers some very interesting insights in to users’ motivations and behaviour when using search engines.
Courtesy of Econsultancy, here is a summary of key findings from the report:
Natural search vs. Paid search
When asked if they know the difference between natural and paid search results…
- 63% said Yes
- 37% said No
The age demographics of those who did know the difference between natural and paid search results…
- 18-29 – 80% said Yes
- 30-39 – 59% said Yes
- 40-49 – 63% said Yes
- 50-59 – 58% said Yes
- 60+ – 52% said Yes
When asked how often they click on natural and paid search results…
- 37% Always
- 42% Frequently
- 15% Occasionally
- 4% Rarely
- 2% Never
- 5% Always
- 15% Frequently
- 43% Occasionally
- 29% Rarely
- 8% Never
User search behaviour
4 in 10 respondents (40%) used a search engine more than twenty times in any given week.
The age demographics of those who used a search engine more than twenty times in any given week…
- 18-29 – 54%
- 30-39 – 53%
- 40-49 – 36%
- 50-59 – 28%
- 60+ – 26%
88% of respondents will click on a result that has the exact phrase they searched for.
89% said that they will alter their search query if they don’t find the results they’re looking for.
89% will ultimately change search engines if they don’t find the results they’re looking for.
79% will go through multiple pages of results, if their query isn’t answered in the first page.
53% of respondents said they’re more likely to click on a listing if it includes and image.
48% said that they click on a company or brand if they appear multiple times in the SERPs.
26% said they were more likely to click on a search result if it included a video.
Why users are searching
83% use search engines to find specific products or brands.
78% said that they did informational search queries after seeing an advertisement for a product or brand somewhere else.
80% use search engines for informational queries about a specific product or brand before purchasing online.
76% use search engines for informational queries about a specific product or brand before purchasing offline.
78% said that they used search engines to find the best price of a specific products or brand.
74% used search engines to find where they can purchase a specific product or brand offline.
To explore further how user search behaviour is changing, take a look at Econsultancy’s new SEO Agencies Buyer’s Guide (and pay particular attention to the best agency profiled on page 50!).