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Study demonstrates importance of attaining top search results

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Watertown, Mass.—A new study shows that 62% of search engine users click on a search result within the first page and 90% of users click on a result within the first three pages of search results. The figures were 48% and 81%, respectively, in 2002. The study, “The iProspect Search Engine User Behavior Study,” was conducted by JupiterResearch and sponsored by iProspect, a search engine marketing firm. According to the study, 36% of search engine users believe that the companies with Web sites listed at the top of the search results are the top brands in the field. In 2002, the figure was 33%. The survey also revealed that 41% of search engine users who continue their search when they don’t find what they were looking for will change engines or change their search term if they fail to find particular results on the first page of search results. Around 82% of search engine users relaunch an unsuccessful search using the same search engine they used for their initial search, but add more keywords to refine the subsequent search. That figure was 68% in 2002. The latest survey was distributed in January to online consumers randomly chosen by Ipsos-Insight, a market research firm. A total of 2,369 individuals responded to the study.

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