SEO/PPC全球快報
searchenginewatch 2006/11/01
哪一類網友最挑剔?
專業的搜尋行銷公司 iProspect 進行的『網友搜尋行為調查』，針對 網友搜尋失敗後的行為調查，發現有 26% 網友在前二頁找不到滿意的結果時，將會放棄這次的搜尋結果，再進行另外一次的搜尋。
高達 91% 的網友在搜尋結果前三頁找不到滿意的結果時，會在同樣的搜尋引擎上嘗試用其它字詞進行搜尋，根據 iProspect 行銷副總 Billy Muller 表示：越來越多的網友搜尋不到滿意的結果時，通常會認為是自己搜尋的問題，進而增加和改變搜尋的字詞。
調查顯示：除非因為網友 認為首頁出現的搜尋結果品質越來越差，必須進行深入搜尋，繼續參考首頁外的搜尋結果，否則網友觀看首頁外的搜尋結果機會逐漸減少！ 由於搜尋者類型的差異化，針對「 只觀看首頁搜尋結果的網友調查」中，按照網友的職業、年齡、性別，有以下的差 異：
• 職業
52% 主婦只看首頁的搜尋結果，其它行業中只看首頁搜尋結果的比例依次為： 40% 教職人員、 38% 資訊 /MIS 、 27% 學生。
• 年齡
50% 的 60 歲網友只看首頁的搜尋結果，其它年齡中只看首頁搜尋結果的比例依次為： 44% 的 45-59 歲網友、 38% 的 30-44 歲網友、 32% 的 18-29 歲網友。
• 性別
44% 女性只看首頁的搜尋結果；而男性的比例只有 37% 。報告顯示由於女性的搜尋行為會偏向信賴品牌，和節省時間的搜尋，所以女性只看首頁搜尋結果的比例高於男性。
Search Engine User Attitudes
By Chris Sherman , Executive Editor
May 25, 2004
With so much interest in search, it's amazing how relatively little research has been done into how people interact with search engines, especially from a search marketing perspective. That's finally changing.
Over the past few weeks, search engine marketing firm iProspect has released a series of reports studying search behavior. That survey, Search Engine Users Attitudes, involved 1,649 people surveyed at the end of March 2004 on behalf of iProspect by Survey Sample International.
Search marketing firm Enquiro has also been busy. Similar to iPropsect, it has recently released results from a survey of hundreds of people about how they interact with search, as well as a focus group look that will be covered more in tomorrow's SearchDay.
Search Failure
What do people do when they can't find the information they're looking for? 26 percent said they'd give up on a search and try again if they didn't find a match in the first two pages of results, more than any other choice. This was followed by 23 percent who said they'd review only the first few matches on the first page, then 19 percent who said they'd review only the entire first page of results. 15 percent said they'd give up after reviewing three pages. The remainder said they'd look at more than three pages.
These numbers seem surprisingly high. Do they indicate that searchers have become more discriminating, and are less likely to click without first evaluating more than the top handful of results? Perhaps -- but something else may be at work. Perhaps the perceived quality of search results is getting worse, so people are drilling deeper to find what they need.
91 percent said they'd try searching differently at a search engine if the initial search failed to bring up a good match in the first three pages of results. A similar iProspect survey in 2002 found this figure to be 71 percent, causing the company to suggest that search quality is improving. Bill Muller, Vice President, Marketing of iProspect says "Our conclusion was based on the fact that now, only 9% of users will either give up searching altogether or try another search engine, after an "unsuccessful" search -- as opposed to 29% who previously gave up altogether or tried another search engine in the results of our previous survey."
One idea is that search users believe it's more their mistake than the search engine's. In other words, instead of trying the same search elsewhere -- which might actually bring up a better result -- they may feel they've simply not come up with the right query.
The survey also looked at abandonment by profession. Homemakers were the finickiest, with more than 52 percent looking only at the first page of search results before moving to another search engine or modifying their search. Abandonment rates were also high among educators (40%), IT/MIS professionals (38%) and students (27%).
More oddly, those on unemployment stopped looking at results after the first page more than full-time or part-time employees.
The adage that age mellows people and makes them more patient doesn't apply in the search world, according to survey results. Across the board, the older a user is the less likely he or she will look at more than the first page of results. Nearly half of all people 60 and older abandoned their search after the first page of results if they didn't find what they were looking for. This was followed by 44 percent of 45-59 year olds, 38 percent of 30-44 year olds, and just 32 percent of 18-29 year olds.
And women are less likely to go more deeply into search results than men. 44 percent of women said they don't go past the first page of search results, whereas 37 percent of men responded this way. Why?
Women "tend to go directly to brands that they know and trust for advice to save time," said Lauren Wiener, managing director at Meredith Interactive, publisher of American Baby and Ladies' Home Journal's LHJ.com in an article in MediaPost .