Some interesting findings from the 2007 Search Attitudes Report:
Nine out of ten British consumers prefer natural search results when shopping online and seven out of ten abandon a purchase if search results include negative comments about the brand in question, according to a new report.The 2007 Search Attitudes Report, commissioned by search marketing firm Tamar, indicates that consumers lack trust in paid search and are turning overwhelmingly to natural search results when making purchase decisions. However, brands are at increasing risk from negative comments appearing in natural search results and according to the report must implement online reputation management strategies to avoid losing customers, and redress the balance between paid and natural search. The 2007 Search Attitudes Report polled the views of a representative sample of 1,531 UK adults aged 16+ between 20 February 2007 and 27 February 2007. The report reveals that almost half (43 per cent) of British consumers are now aware of the difference between natural and paid-for search results and 92 per cent prefer using natural search results when looking to buy a product or service. Awareness of the difference is a clear generational issue: more than half (55 per cent) of 16-24 year olds are aware of the difference compared with 51 per cent of the lucrative 25-34 year old age group, and less than one in three (32 per cent) of those aged 55 and over. When asked why they preferred natural search results to sponsored links, women trusted natural search results to be the most relevant while men turned out to be more cynical about the degree to which paid search results are manipulated by keyword bidding.
Nine out of ten British consumers prefer natural search results when shopping online and seven out of ten abandon a purchase if search results include negative comments about the brand in question, according to a new report.
The 2007 Search Attitudes Report, commissioned by search marketing firm Tamar, indicates that consumers lack trust in paid search and are turning overwhelmingly to natural search results when making purchase decisions.
However, brands are at increasing risk from negative comments appearing in natural search results and according to the report must implement online reputation management strategies to avoid losing customers, and redress the balance between paid and natural search.
The 2007 Search Attitudes Report polled the views of a representative sample of 1,531 UK adults aged 16+ between 20 February 2007 and 27 February 2007.
The report reveals that almost half (43 per cent) of British consumers are now aware of the difference between natural and paid-for search results and 92 per cent prefer using natural search results when looking to buy a product or service.
Awareness of the difference is a clear generational issue: more than half (55 per cent) of 16-24 year olds are aware of the difference compared with 51 per cent of the lucrative 25-34 year old age group, and less than one in three (32 per cent) of those aged 55 and over.
When asked why they preferred natural search results to sponsored links, women trusted natural search results to be the most relevant while men turned out to be more cynical about the degree to which paid search results are manipulated by keyword bidding.
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Robin Grant
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Member since: 03 Jun 2008
Last login: 05 Nov 2008
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