Search In Focus - Yahoo! user research, 2010

1,730 views

Published on

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

Published in: Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,730
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
27
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Search In Focus - Yahoo! user research, 2010

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

×