This Time It’s Different consumers – search – the future

2007 # 531 2008 # 526

83% search every day 52% search several times a day

55% enter web address in search engine 45% enter web address in address toolbar

96% of all searchers 24% of all searchers 10% of all searchers

A generation apart … Topics of interest: 83% Work related: 43% Prices: 43% Hobbies: 37% {will use niche search engine for something specific: 56%}

67% 23% {F~71%:M~63%}

A generation apart … Mainly search all web pages: 50% Mainly search Irish pages: 20% It depends: 30%

A generation apart … Mainly click on top 5 results: 41% Mainly results on first page: 25% Mainly results on first few pages: 19% It depends: 15% Ever move to second page: 88% Search results ‘very relevant’: 46% (somewhat relevant = 51%)

Internet Usage in Ireland: % of each age group using internet from any location Never:11% Rarely:55% Quite Often: 29% Almost Always: 4%

Trust/Don’t Trust Search ~ 37%/33% Organic ~ 55%/14%

FUTURE OF BRANDS = FUTURE OF SEARCH

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