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Search Behavior: The Warm Up — A Study with SurveyMonkey

We partnered with SurveyMonkey to conduct a three-part study on how people behave online. In our first installment, we get granular with an investigation into behavioral search patterns.


There are tons of data sources marketers can use to gather information about peoples’ online search behavior, if you want to get the best data available, you’ve got to do it yourself. That’s why we partnered with SurveyMonkey Audience for a study that gives us actionable insight into search patterns.

Check it out to see what we learned.

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What do people search for?

40% of the survey respondents stated that they search for eCommerce related items online
No big surprises here. But it does remind us that search isn’t the only way to target new visitors for eCommerce sites, and that eCommerce still has a lot of ground to gain. The eCommerce market isn’t as saturated as many would like to believe.

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Is search advertising effective?

65% of respondent stated they don’t click on search advertisements which shows a pitfall of  running a campaign that is purely focused on search advertisements. A balance between paid and organic search will always be crucial to running an effective search campaign. While we do highlight the 65% of respondents who don’t click, the 35% of respondents who do click on advertisements are likely to respond to both forms. Which brings us to our next point.

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Who clicks on ads?

50% of respondents can’t tell the difference between search ads and search results. Crazy, right? This adds a lot of credibility to the idea that paid search is an effective medium for communicating ideas about a brand, and qualified traffic towards sites. Just because it’s paid, doesn’t mean people don’t trust it. They don’t even know what it is. (Or at least half of them don’t.)

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Who visits the second page of search results?

In SEO, we put a lot of pressure on ourselves to achieve number one rankings. In our minds, page one on Google is like the front page of the New York Times. (Except that it isn’t, really.) Your average Joe doesn’t mind clicking on that second page of search results. As a matter of fact 90% of users regularly check the second page of search results. This is welcoming news for those smaller websites that are having a hard time getting on page one because they are competing in the same space with large brands and sites.

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While being listed on the second page of a search result is not the end of the world, you may want to consider who will go to the second page of that search result. The likelihood of a visitor visiting the second page increases with age and they are more likely to be college educated and in the middle class. And surprisingly 18% more of them are men. Which is useful information to know especially if the content on your website caters to that particular demographic.

Check back tomorrow for part two of iAcquire and SurveyMonkey Audience’s study, which focuses on Mobile Behavior.

 

 

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iAcquire Search Behavior Study
iAcquire Search Behavior Study

5 responses to “Search Behavior: The Warm Up — A Study with SurveyMonkey”

  1. […] Search Behavior: The Warm Up — A Study with SurveyMonkey, blog.iacquire.com […]

  2. Alex Fusman says:

    Interesting findings, though you have a little math error: “While we do highlight the 65% of respondents who don’t click, the 45% of respondents who do click on advertisements are likely to respond to both forms. ”

    100 – 65 = 35 not 45

  3. […] Search Behavior: The Warm Up — A Study with SurveyMonkey, blog.iacquire.com […]

  4. […] A new study from iAquire and SurveyMonkey highlights searcher behavior — not professional searchers but the general web searchers. While the focus is on marketing for retail sites, it has some useful for informational findings as well. I found the following sad but not surprising: […]

  5. […] Norris A. A. Rowley Jr. posts “Search Behavior: The Warm Up – A Study with SurveyMonkey” at iAcquire Blog. […]

  6. […] Feel free to embed this infographic on your website. You can find the original infographic on the iAcquire blog. […]

  7. […] searches. So we partnered with SurveyMonkey for a study to give us actionable insight into mobile search […]

  8. […] our previous posts, we partnered with SuveryMonkey to examine trends in search and mobile behavior. For our final installment, we’ve asked internet users about how they use […]

  9. […] searches. So we partnered with SurveyMonkey for a study to give us actionable insight into mobile search […]

  10. […] or better yet in the first place of SERP for a particular keyword. As for now, here’s another statistics  from iAcquire in association with SurveyMonkey implying why you should just stay COOL while your […]

  11. […] conducted a three-part study on how people behave online – producing infographics for search behavior, mobile behavior and social media behavior. The full results can be observed in this infographic […]

  12. […] (14.04.2013) Social Behavior-Studie – Social-Media-Marketing muss flexibel sein (Search Behavior) […]

  13. […] Agentur iAcquire hat eine dreiteiligen Studie zum Nutzungsverhalten bei der Online-Suche durchgeführt. Die Themenbereiche decken die allgemeine Suche, Mobile und […]

  14. […] Agentur iAcquire und SurveyMonkey haben eine dreiteilige Studie herausgebraucht, die das Suchverhalten im Internet untersucht. Die Studie deckt mehrere Themenbereiche ab: Search, Mobile und Social […]

  15. […] So we partnered with SurveyMonkey Audience for a study to give us actionable insight into mobile search […]

  16. Would love to see where the 90% data comes from. Most other studies show much fewer go to the second page. http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/ Showed 75% never go to the second page as an example.

  17. I clicked the 15 comments link I don’t see them.