Search In Focus - Yahoo! user research, 2010
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Bespoke Yahoo! UK research on how consumers engage with search and what impact this has on the advertising marketplace.

Bespoke Yahoo! UK research on how consumers engage with search and what impact this has on the advertising marketplace.

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Search In Focus - Yahoo! user research, 2010 Presentation Transcript

  • 1. Search in 2010: The Consumer Perspective
    Patrick Hourihan, UK Head of Trade Research
  • 2. There’s no lack of performance data in Search
    Traffic to Travel Republic
    Average Visit time to Travel Republic
    Source: Hitwise click stream data
  • 3. There’s no lack of performance data in Search
    Search terms driving traffic to Travel Republic
    Source: Hitwise click stream data
  • 4. But what is it telling us?
    +
    v
  • 5. How did we do it?
    The Y! Connections Panel is an opt-in research panel of 10,000 internet users recruited from the Yahoo! Site
    Search Insights survey ran from 26th February to 8th March 2010
    Weighted to be reflective of the internet population
    In total 2,222 respondents completed the survey
    Yahoo! Connections Panel
  • 6. Who’s at fault if a
    result doesn’t come back
    on the first page?
    Just how important is
    search in the user
    experience?
    What are the perceived
    benefits of sponsored
    search?
    Do people remember and
    search for ad straplines?
  • 7. The role of search
    5/24/2010
  • 8. Search is core to the consumer’s web experience
    74%
    of internet users agree they cannot make the most of the web without search engines
    Source: Yahoo! Research, March 2009 | Sample: All, 2222
  • 9. This is built on a high level of reliability
    69%
    of internet users agree that search engines are reliable enough to help them find what they want
    Source: Yahoo! Research, March 2009 | Sample: All, 2222
  • 10. Brand identity helps define the search relationship
    54%
    “My favourite search engine is a brandI can identify with”
    67% | 124
    “My favourite search engineis a brand I can identify with”
    Source: Yahoo! Research, March 2009 | Sample: All, 2222
  • 11. But there are alternatives to search
    How do you remember useful
    or interesting websites you have visited?
    61%
    Bookmarkon theweb browser
    39%
    Search again for useful sitesthey know of
    29%
    Let their browsertoolbar remembersites
    7%
    E-mail linksto themselves
    7%
    Copy/pasteinto Worddoc on PC
    7%
    Write downthe URL onpaper
    Source: Yahoo! Research, March 2009 | Sample: All, 2222
  • 12. Brand recall?
    Source: Yahoo! Research, March 2009 | Sample: All, 2222
    5/24/2010
    Yahoo! Presentation Template, Confidential
  • 13. 65% blame the web (engine or company)
    36%
    yourself
    31%
    the search engine
    34%
    the website/brand
    If you are searching for a website belonging to a companyand you do not find it on the first page of the search results,who do you blame?
    Source: Yahoo! Research, March 2009 | Sample: All, 2222
  • 14. And 65% of people will not go beyond the first page…
  • 15. A quarter will be lost to an alternative destination
    40%
    keep refining the search terms to find the website I wanted
    23%
    go to another website that came up in the results
    35%
    will go to the next page of the search results
    If you are searching for a website and you do not find it on the first page of the search results, but you do find links to similar websites, what are you most likely to do next?
    Source: Yahoo! Research, March 2009 | Sample: All, 2222
  • 16. Searching without the brand is commonplace
    68%
    of internet users have searched for a company… but did not remember the company’s name
    Source: Yahoo! Research, March 2009 | Sample: All, 2222
  • 17. 69% of searchers search for strap lines...
    71%
    tried and were successful
    Q |How did you go about finding the company?
    A |Searching for the strap line or phrase from the advertising
    22%
    tried and were not successful… but did find a similar company
    7%
    tried and were not successful
    Source: Yahoo! Research, March 2009 | Sample: All who have tried to find company but did not remember name, 1544
  • 18. 75%
    tried and were successful
    87% of searchers also search ‘generic terms’
    Q | How did you go about finding the company?
    A | Searching for a generic term for the type of company and scrolled through to find the one I was looking for
    22%
    tried and were not successful… but did find a similar company
    3%tried and were not successful
    Source: Yahoo! Research, March 2009 | Sample: All who have tried to find company but did not remember name, 1544
  • 19. Generic search drives conversions
    Source: Nielsen presentation: Visualising the full customer journey to assess the key trigger points behind purchase, Jan 09
  • 20. Perceptions of sponsored search
    5/24/2010
    Yahoo! Presentation Template, Confidential
  • 21. High awareness for sponsored search
    69%
    of internet users are aware that the results at the top and side of the page are paid-for advertising.
    Source: Yahoo! Research, March 2009 | Sample: All, 2222
  • 22. ..with Yahoo! search users more likely to look at them
    Q | Do you typically look at theseresults if they come up whenyou are searching?
    A | Yes, I look at them
    Source: Yahoo! Research, March 2009 | Sample: Those who look at paid for results, 373
  • 23. But why use sponsored search?
    Reasons for using sponsored search results
    34%
    they are the most prominent
    32%
    they are the most relevant results
    32%
    they reassure me that I am goingto the official company’s site
    32%
    I know these sites will be ofreasonable quality
    Source: Yahoo! Research, March 2009 | Sample: Those who look at paid for results, 373
  • 24. Yahoo! search users more likely to purchase
    Agree | “I have bought products froma website I found by clicking onsponsored search terms”
    Source: Yahoo! Research, March 2009 | Sample: All, 2222
  • 25. Final thoughts
    Consumer confidence in search engines is underpinned by a high level of trust in its quality - but it’s a competitive market
    There’s a number of ways in which brands could potentially suffer if consumers cant find their brands through search
    Brand loyalty weakens
    Straplines
    Generic terms
    Sponsored search can provide reassurance to consumers that the destination site is authentic
  • 26. Patrick
    Hourihan
    UK Head of Trade Research
    hourihan@yahoo-inc.com
    Questions?