- Google dominates the UK search engine market with 78% market share, followed by Yahoo with 8% and Ask with 5%. - On average, searchers view about 6-8 search results and spend 9.4 seconds reviewing each result, with 60% viewing results below the top ones. Buyers view about 10 results and spend 11.4 seconds on each. - Different search engines see different downstream traffic - Ask sends 17% to retail sites vs 10% for others, while Live sends 7% to social networks vs less for others.

1. Engaging Your Audience Through Innovative Strategies & An Understanding Of Consumer Behaviour Danielle West, Internet Marketing Manager, Monster.co.uk

2. The UK Search Engine Market Google (.co.uk & .com) powered 78% Yahoo! Search (uk and com) 8%. Ask.com (uk.ask.com and www.ask.com) 5%. MSN Search (search.msn.co.uk and msn.search.com) 5% Live Search (www.live.com) 1%. Other Share of UK Internet Searches Powered Between 20th January – 10th February 2007 Source: Hitwise, ‘UK Search Landscape’, February 2007

3. Search Behaviour Globally & Locally December 06 – 81% of the global Internet population or 256 million people visited a search engine 3.4% of our total time online is spent on search engines Every month users will view an average of 93 search pages over 27 minute Search audience has grown most dramatically in France (27%) and Spain (21%) - ahead of the US (8%) – however, US is still biggest market by far France and Spain has the heaviest users of search – US searchers the lightest users Google’s audience has grown almost 2.5x the rate of search’s – continuing to eat into the share of held by its competitors. It now has almost 3x the audience of nearest rival Yahoo! Search The usual suspects dominate local markets but the market is making space for localised search, but will it meet expectations or go the way of the dodo? Google may have the lion’s share of the search market but search behaviour doesn’t occur in isolation – 2/3 of searchers will visit at least 2 search engines Source: Nielsen//NetRatings, ‘The Global Search Landscape’, December 2006

4. Search Behaviour by Engine 17% of Ask.com traffic went to retail websites than any of the other leading search engines 7% of Live.com was sent to social networking websites and over 10% going to other engines Searches for Web 2.0 properties figure less prominently on Ask.com and most prominently among Google UK searches Different social networks for different search engine users: Ask.com UK users prefer Bebo and Friends Reunited whereas Google & Yahoo users are more likely to use MySpace and Bebo Downstream from Search Engines 20th January – 10th February 2007 Source: Hitwise, ‘UK Search Landscape’, February 2007

5. Searching, Foraging & Buying View about 6-8 results on average Spend 9.4 seconds reviewing a result About 60 % of searchers venture below the fold Aren’t necessarily after the best result rather just looking to find an acceptable result quickly and easily Buyers view an average of 10 results Will review a result for 11.4 seconds Buyers focus on familiar brand names but will pay more attention to content than to brand names Foragers Buyer 98% view the organic search results 96% view the top 2-3 sponsored search results 31% view the sponsored search results on the right Users prefer to reformulate query than scroll Search in General

6. Scanning Behaviour by Engine Source: De Vos & Jansen Market Research and Search Engine Mediabureau Checkit, February 2007

7. Title: 30% Copy: 43% Description & Category: 0.3% URL: 21% Other: 5% (cached, similar pages, description) How Search Result Information is Processed Percentage of time spent viewing each part of abstract After page break Source: Eye Tracking Analysis of User Behavior in WWW Search, Cornell University

8. Branded search activity peaks immediately prior to purchase Number of Apparel Clicks by Search Term Type Number of Apparel Searches by Term Type Source: Google & Millward Brown, ‘Search in the business technology purchasing process’, May 2005

9. Keyword Usage Source: Google & Millward Brown, ‘Search in the business technology purchasing process’, May 2005 RESEARCH / ENGAGEMENT CONSIDERATION COMPARISON PURCHASE Broad Category Terms Brand / Product Names or Terms Pricing Terms Reviews / Articles High Medium Low Relative Frequency Of Use

10. The effect of TV on CTR’s for Monster.co.uk Over a 24 week period

11. The Effect of TV on Brand Terms for Monster.co.uk Over a 24 week period

12. In Closing Familiarise yourself with the type of searchers you are courting and ensure to address their motives at every stage Analyse what keywords, titles and copy work best on what search engine Use other media to enhance search marketing results or even guide behaviour Use branding as part of keyword strategy

13. Acknowledgements & References Acknowledgements Special thanks to Alistair Cansdale at Mediaedge:cia for helping source all the data for this presentation. References Hitwise, ‘UK Search Landscape’, February 2007 Nielsen//NetRatings, ‘The Global Search Landscape’, December 2006 Google & Millward Brown, ‘Search in the business technology purchasing process’, May 2005 De Vos & Jansen Market Research and Search Engine Mediabureau Checkit, February 2007 Eye Tracking Analysis of User Behavior in WWW Search, Cornell University Mike Moran, Biznology Blog; http://www.mikemoran.com/biznology/archives/2007/02/when_search_res.html

14. Thank you Danielle West Online Marketing Manager Monster.co.uk phone: +44(0)207 345 6179 email: danielle.west@monster.co.uk