Irish internet users and search marketing research

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

5. 2007 # 531 2008 # 526

6. 83% search every day 52% search several times a day

7. 55% enter web address in search engine 45% enter web address in address toolbar

8. 96% of all searchers 24% of all searchers 10% of all searchers

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

10. 67% 23% {F~71%:M~63%}

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

12. 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%)

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

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

15. FUTURE OF BRANDS = FUTURE OF SEARCH

17. © Amárach Research www.amarach.com www.amarachresearch.blogspot.com