Thursday, May 3, 2012

Search Again or Click On the Second Page of Search Results?

Consumer Search Insights.

If you use a search engine but don't find what you are looking for, which are you more likely to do?

People are more likely to search again with a new keyword than they are to click onto the second page of search results.

Vote All�(1189)�
search again with a different word 55.7%�(+3.2 / -3.3)
go to the second page of the results 44.3%�(+3.3 / -3.2)

The split is fairly consistent among men and women.

Vote Men�(651)� Women�(538)�
search again with a different word 55.4%�(+4.0 / -4.1) 56.1%�(+5.0 / -5.1)
go to the second page of the results 44.6%�(+4.1 / -4.0) 43.9%�(+5.1 / -5.0)

There isn't an obvious pattern among age either.

Vote 18-24 year-olds�(284)� 25-34 year-olds�(309)� 35-44 year-olds�(144)� 45-54 year-olds�(195)� 55-64 year-olds�(150)� 65+ year-olds�(107)�
search again with a different word 52.1%�(+5.7 / -5.8) 56.7%�(+5.7 / -5.9) 51.7%�(+8.0 / -8.1) 57.5%�(+6.7 / -7.0) 61.4%�(+7.7 / -8.4) 54.2%�(+9.4 / -9.8)
go to the second page of the results 47.9%�(+5.8 / -5.7) 43.3%�(+5.9 / -5.7) 48.3%�(+8.1 / -8.0) 42.5%�(+7.0 / -6.7) 38.6%�(+8.4 / -7.7) 45.8%�(+9.8 / -9.4)

People in the west & midwest are more likely to change keywords, whereas people in the north east & south are roughly equally likely to change keywords or go to page 2 of the search results.

Vote The US Midwest�(244)� The US Northeast�(320)� The US South�(363)� The US West�(262)�
search again with a different word 58.6%�(+6.6 / -6.9) 52.2%�(+6.3 / -6.4) 51.7%�(+6.0 / -6.1) 61.8%�(+6.2 / -6.6)
go to the second page of the results 41.4%�(+6.9 / -6.6) 47.8%�(+6.4 / -6.3) 48.3%�(+6.1 / -6.0) 38.2%�(+6.6 / -6.2)

Suburban people are more likely to change keywords than to click on to page 2.

Vote Urban areas�(590)� Rural areas�(109)� Suburban areas�(468)�
search again with a different word 51.8%�(+4.6 / -4.6) 48.0%�(+9.3 / -9.1) 61.1%�(+4.8 / -5.0)
go to the second page of the results 48.2%�(+4.6 / -4.6) 52.0%�(+9.1 / -9.3) 38.9%�(+5.0 / -4.8)

There isn't much of an income correlation either.

Vote People earning $0-24K�(123)� People earning $25-49K�(638)� People earning $50-74K�(319)� People earning $75-99K�(88)� People earning $100-149K�(22)�
search again with a different word 57.9%�(+9.3 / -9.9) 55.9%�(+4.4 / -4.5) 58.8%�(+5.8 / -6.1) 54.5%�(+9.3 / -9.6) 50.0%�(+21.4 / -21.4)
go to the second page of the results 42.1%�(+9.9 / -9.3) 44.1%�(+4.5 / -4.4) 41.2%�(+6.1 / -5.8) 45.5%�(+9.6 / -9.3) 50.0%�(+21.4 / -21.4)

It would also be interesting to run this question again & include the option of trying another search engine as an answer.

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Source: http://www.seobook.com/second-page

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