In December 2007 and January 2008, iProspect partnered with JupiterResearch
to develop and field a survey containing questions about the behavior of
search engine users. The objective of the survey was to uncover data that
would enable search marketers to better understand how search engine users
behave when they conduct different types of searches and are presented with
different types of search results within the three largest search engines (in
terms of market share): Google, Yahoo!, and MSN.
The survey focused largely on search engine user behavior as it pertains
to "blended" search results (coined "Universal Search" by Google in May,
2007) that are now presented to search engine users by all three major search
engines (initiated within MSN in July, 2007 and within Yahoo! in
October, 2007). The results of this survey and subsequent analysis by
iProspect comprise this document — the iProspect Blended Search Results
Study — in which iProspect also provides actionable advice to search
marketers on how to capitalize on these findings.
Beyond its focus on blended search results, the survey also sought to
uncover several other search engine user behavior trends. In order to
accomplish this, it included a number of questions that were also asked
in previous iProspect surveys whose results were published in four prior
studies: Marketing Tactics of Big Brands Not Meeting Web User Expectations
(July, 2002), Searcher Behavior Shows Top Listings Are Most Important
(November, 2002), the iProspect Search Engine Marketing User
Attitudes Study (April, 2004) and the iProspect Search Engine User
Behavior Study(April, 2006). Trending information within the iProspect
Blended Search Results Study is derived from these previous studies.
The panels used for each of the studies whose results are compared to the
survey results that comprise this 2008 study were all different. iProspect
believes that an apples–to–apples comparison of the results can still be
made because in each case, the third–party provider of the panel attested
to the fact that the panel was representative of the U.S. online adult
population at the time the survey was conducted. It should also be noted that
in each case an independent third party compiled and analyzed the results of
the surveys prior to providing the results to iProspect. The methodology for
the iProspect Blended Search Results Study is described below, and
the methodologies used for the 2006, 2004, and 2002 studies can be
found in the Appendix at the end of this study.
Study Methodology
In December 2007 and January 2008, JupiterResearch designed and fielded a survey
to online consumers selected randomly from the NPD U.S. online consumer panel. A total
of 2,404 individuals responded to the survey. Respondents were asked questions
about their behaviors, attitudes, and preferences as they relate to portable
and home consumer electronics devices, home networks, search engine use, and
data and voice services. Respondents received an email invitation to participate in
the survey with an attached URL linked to a Web–based survey form. The samples were
carefully balanced by a series of demographic characteristics to ensure that they were
representative of the U.S. adult online population.
Demographic weighting variables included age, gender, household income,
household education, household type, region, market size, race and
Hispanic ethnicity. Additionally, JupiterResearch weighed the data by AOL
usage, online tenure, and connection speed (broadband versus dial–up), three
key determinants of online behavior. Balancing quotas are derived from JupiterResearch's
Internet population model, which relies on U.S. Census Bureau data and a rich
foundation of primary consumer survey research to determine the size, demographics,
and ethnographics of the U.S. online population. The survey data is fully applicable to the
U.S. adult online population within a confidence interval of plus or minus 3%.
In this survey effort, JupiterResearch worked with its research partner,
NPD, on the technical tasks of survey fielding, sample building,
balancing, and data processing. NPD is one of the largest market research
companies in the U.S. and maintains a general research panel of 4 million
individuals, of which 750,000 are kept "active." The active panel receives
surveys while inactive panelists are rested. This rotation in and out of active
status helps keep panelists fresh and prevents burnout. Panel–based market research
enables researchers to have baseline knowledge of each survey respondent and
increase survey participation rates.
Executive Summary
The findings from the iProspect Blended Search Results Study demonstrate
the need for search marketers to optimize their digital image, video, and
news assets to maximize the chances of these assets being displayed when search
engines return “blended” search results. In addition, it also underscores the
continued importance for marketers to ensure that their digital assets are found
within the first three pages, if not the first page, of search results.
Prior to posing questions to respondents, the survey defined the term "narrowing
options" to describe the functionality that search marketers have traditionally
called "invisible tabs" or "vertical search." In layman's terms, it refers to
the functionality that allows search engine users to limit the results of their
search (prior to conducting a search) to a specialized category, such as
news, images, or videos. For purposes of defining the terminology to be
used through this study, findings drawn from questions that referenced the
use of "narrowing options" will be expressed as "vertical search" or "vertical
search results." Findings drawn from questions that referenced "general searches" will
be expressed as "blended search" or "blended search results."
Findings & Implications
Vertical search is not prevalently utilized by users of the "big–three" search
engines (Google, Yahoo! and MSN). The survey's results indicate that a
full 35% of search engine users do not use vertical search, and 25% do
not recall if they have clicked a result after having used vertical search (60%
combined). A result presented after an "image search" is clicked by 26% of
users (the most frequently clicked "vertical search" category). The second
most commonly clicked vertical search category is "news search" at 17%, followed
by "video search" at just 10%.
In the short time that the three major search engines have provided
users with blended search results (Google since May 2007, MSN since
July 2007, and Yahoo! since October 2007), a greater percentage
of search engine users click these "specialized" search result types within
the general search results than when they perform a vertical search.
Interestingly, "news" results are the most clicked specialized results
within the blended search results. However, "image" results are the most
clicked results when vertical search is utilized. So despite search engine
users' relative lack of use of vertical search, it is becoming increasingly
important for search engine marketers to optimize their news, image,
and video assets in order to be found in the blended search results.
Deeper analysis indicates that search engine users click "news" results more
than twice as much (36%) within blended search results as they do when they
use the vertical "news search" (17%), and click more "image" results (31%)
within blended search than when utilizing vertical "image search" (26%). The
extent to which they report clicking "video" results within blended search
results (17%) also far exceeds the percentage of users who click a vertical "video
search" result (10%). Only 19% of search engines users report that they have not
clicked a news, image, or video search result within the blended search
results. This compares to 35% who have not used vertical search.
Regarding findings for which iProspect has trending information from
previous studies, key among them is that 68% of search engine users
click a search result within the first page of results, and a full
92% of search engine users click a result within the first three pages of
search results. The importance of appearing high in the search results has
steadily increased over time. We see a clear trend between 2002, 2004,
2006 and 2008 data as it relates to this finding. The data indicates that
more search engine users click the first page in 2008 (68%) as compared to
than in 2006 (62%), 2004 (60%) and 2002 (48%). Inversely, fewer
search engine users are willing to click results past the third page in
2008 (8%) as compared to 2006 (10%), 2004 (13%) and 2002 (19%). So
more than ever, it is vital for search marketers to ensure that
their digital assets appear within the first three pages of search
results, and especially on page one.
In a second related finding, 49% of search engine users who
continue their search process when not initially finding what they
seek, change their search term and/or search engine after reviewing
just the first page of search results. A full 91% do so if they do not find
what they seek in the first three pages. When examining the data from 2002,
2004, 2006 and 2008, we see that more users are abandoning their
query after reviewing the first page in 2008 (49%) as compared to 2006
(40%), 2004 (42%) and 2002 (28%). Inversely, fewer users are
willing to continue their review of results past the third page in 2008
(9%) as compared to 2006 (12%), 2004 (17%) and 2002 (22%). Again,
the need to obtain top placements on search results pages has progressively
increased in importance for search engine marketers.
Finally, it continues to be apparent that brand equity is conveyed
upon companies whose digital assets appear among the top search results by
roughly a third of the search engine users. In 2008, 39% of search engine
users believe that the companies whose websites are returned among the top
search results are the leaders in their field. This figure has grown from
36% in 2006, and 33% in 2002. Another 42% feel neutral on this question,
with only 19% believing that top search engine rankings do not
automatically denote an industry leader. This finding represents a significant
opportunity for brand marketers in particular. Specifically, it is a
convincing argument for why they should become knowledgeable about,
involved in, and integrate their efforts with, search marketing. Initiatives
that produce top search engine rankings can clearly help them achieve their
branding goals.
Survey Questions, Results & Analysis
Survey respondents were provided with this statement prior to being asked
questions that focused on their use of vertical and blended search:
"Some search engines allow you to use narrowing options to limit your search
to specific types of results. These options can be found above the main search
box. For example, you can select 'Images' to search only within image results."
After being presented with that statement, search engine users were asked:
1. "Thinking about a search result you clicked on in the past 6 months on
Google, Yahoo!, or MSN, which of the following narrowing options
did you use to reach that result? (Select all that apply)"
From the findings of the survey, it is understandable why vertical search earned
the moniker "invisible tabs." These hidden–in–plain–sight links for images, news, and
other vertical–specific digital assets have appeared above the main search box of
Google, Yahoo! and MSN for a number of years. Yet over a third of search engine
users do not click on them, and another quarter do not recall if they have
clicked a result using this functionality.
It should be noted that as of the date of this study's publication,
Google — the largest search engine in terms of market share of searches
performed — does not offer a vertical–specific search for videos on its
main search page. Instead, video search is an additional click
away, appearing within a sub–menu of vertical search options
that is presented by clicking the "Other" link on Google's main search
page. This is one of several probable reasons why video finishes a distant
third behind images and news in terms of vertical search usage.
Another reason videos are clicked infrequently compared to news and images is
that video is still the newest of these three specialized search result
types, so the category may have some catching up to do in terms of user
adoption.
Finally, with the advent, popularity, and adoption rate of YouTube
as a video–specific search engine — and its significant market share of video
searches — a high percentage of online users undoubtedly choose YouTube as their
source for video search. Contrast YouTube as it applies to videos with the world
of image and news search — where no such dominant players exist — and it would
follow that Google and the other major search engines would be utilized more
frequently to search for these news and images assets than for videos.
An ancillary finding is that broadband search engine users utilize vertical
search more than dial–up search engine users — with 30% of broadband
search engine users conducting image searches compared to 20% of dial–up
search engine users, and 13% of broadband search engine users performing
video searches compared to just 5% of dial–up users. This is understandable
given the inferior performance of dial–up in performing screen re–draws and
in displaying image and video assets on a vertical search result screen,
causing dial–up users to seek these assets less frequently. This may also
speak to the level of search engine knowledge and sophistication
of broadband search engine users, compared to dial–up search engine users.
Advice for Search Marketers
If the findings of this study were limited to vertical search, the takeaway
for search engine marketers might be no more than to rigorously optimize images
that appear on your website in order to drive visitors to your site so they can
be exposed to the content of your site. And though this is still sound advice,
the findings that follow pertain to blended search and prompt further actionable
advice regarding the optimization of news and video assets.
Search engine users were then asked:
2. "Within the last 6 months, when performing a general search within
Google, Yahoo!, or MSN (not using the narrowing options described in
the previous question), which of the following types of results have you
clicked on? (Select all that apply)"
When it comes to blended search results, the findings tell a different story than
those of vertical search results discussed in Question #1. Roughly a third of search
engine users click a news (36%) or image (31%) result after conducting a general
(non–vertical) search. This compares to just 17% and 26%, respectively, for
these assets being clicked by search engine users within vertical search results. Within
blended search results, only 19% of search engine users report that they have not
clicked a news, image, or video result (compared to 35% who have not clicked
these types of results via vertical search). Also notable is the fact that 17% of search
engine users click video results appearing within blended search results, compared
to just 10% of users who click on a video after conducting a vertical search.
It is not surprising that news, image and video assets are being clicked by
far more search engine users within blended search results than within
vertical–specific searches. The most obvious reason for this is that these digital
assets are presented to searchers upon their first query, enabling them to click
one of these types of results without having to launch a subsequent search if they
identify one of the initial results to be relevant to their search intent. In
effect, the search engines are not requiring their users to overtly change
their behavior — as they did when they first presented their "invisible tabs." Instead
searchers just launch a general search as usual, and these specialized results
are presented to them.
Of additional interest is the fact that within blended search results, the most
clicked type of vertical result is news, as opposed to images — which are clicked
most frequently within vertical–specific search results. A possible reason for this
would be that news–related content is fresh and current and often tied to some
pre–awareness on the part of the searcher. Hence, it's more engaging and of
interest to the searcher. News headlines are also typically written to capture
the reader's (searcher's) attention and spark interest.
Ancillary findings include: image results are clicked within blended search
results by 43% of search engine users age 18–34 compared to just 24% of users
age 35+; video results are clicked within blended results by 22% of male search
engine users compared to just 11% of their female counterparts; and video results
are clicked within blended search results by 22% of search engine users who
access the Internet via broadband compared to just 9% who access it via dial–up.
A large part of the engines' motivation for providing blended search results — aside
from playing "follow the leader" — has been to try to provide a variety of result
types to search engine users whose search intent is less than clear
due to the ambiguity of the keyword phrase in their query. As the example below
illustrates, a search for "Mount Everest" could be motivated by the search
engine users' desire to learn the mountain's height, view a picture of it,
read the latest news about expeditions climbing it, view a video taken by a
climber, find an authoritative book about it, or any number of other reasons.
Because of the vague context of certain keyword phrases that are being searched
upon — call them "exploration" or "discovery" searches — the three major engines
tend to look at such a search as a user's "starting point." They fully anticipate
that subsequent searches will probably have to take place for the user to find the
result that is most relevant to their true intent. So the engines are now
experimenting with returning various combinations of vertical digital assets,
placed in a variety of locations on the search results page, and are amassing
significant data on user click–through behavior.
With this user behavior data, over time the search engines hope be able to
identify which types of digital assets, located at which locations on the
search results page, are found to be most relevant to search engine
users on a keyword by keyword basis. Armed with this intelligence, they
will be able to refine the algorithms they use to determine which digital
assets to present on the blended search result page to improve the relevancy
of the search results for the user.
In contrast to the example above, the intent of a user's search for "Mount
Everest height" is much clearer: to "find" or "locate" a very specific fact or
piece of information. Such a search typically returns only traditional Web page
results and no images, videos, or news results.
Advice for Search Marketers
It should be clear to marketers that users click different types of vertical
results (images, news, and video) within blended search results in far
greater numbers than they do when conducting vertical searches. So where it
may not have seemed worthwhile to optimize all your digital asset types to be
found by vertical–specific searches — due to low user adoption for those
categories — it is now paramount for marketers to do so for purposes of being
found within the blended search results.
Moreover, the engines are still in the early stages of experimentation. At the time
the survey was conducted, Yahoo!, for example, had only been returning blended
search results for three months. So the variety of digital asset types and locations on the
results page are still being tested–as are the number of results appearing on the search
results page. Search engine user behavior is still being monitored. Data is still being
gathered and analyzed, and algorithms are still being adjusted to focus on a variety of
different "signals" associated with each result type to try to improve relevance. Marketers
don't yet know — and perhaps never will — why and how the engines include or exclude certain
digital assets from blended search results, and why and how they place certain asset
types in specific locations on the results page. But the bottom line is that these asset
types are appearing, and will continue to appear, as a result of
certain types of searches.
It's imperative that marketers optimize all their digital assets in order
to maximize their chances of garnering real estate on the blended search results page. For
assets such as image and video — where once these are indexed by the search engines they
have a good chance of being syndicated onto image–specific or video–specific websites
(such as YouTube) — there may be legal or trademark issues to address. But even if the
vague intent of "exploration" or "discovery" searches necessitates subsequent searches,
the appearance of assets on the initial blended search results page can provide a positive
brand impression to the searcher and help influence the clearer
intent and context of the subsequent search — where assets may appear even more prominently
than in the initial search results.
Search engine users were also asked:
3. "When you perform a search on a search engine and are looking over the
results, approximately how many results do you typically review before clicking one? (Select One)"
Since 2002 iProspect has been asking search engine users this question (see trending
data within the chart below). The most recent findings demonstrate a continued increase
in search engine users' propensity to review only the first few search results prior to
clicking one (27% of users in 2008, compared to 23% in 2006 and just 16% in 2002) as
well as to review only the first page of results prior to clicking one (68% combined in 2008,
compared to 62% in 2006 and just 48% in 2002).
The first three pages of search results now appear to be the "last frontier" past
which very few search engine users journey – with a full 92% of search engine users
typically clicking a result within the first 3 pages in 2008. In 2004, this
figure was 88% and in 2002 just 81%. Viewed another way, in 2008 nearly as
many search engine users review only the first two pages of search results prior
to clicking one (85% combined) as reviewed the first three pages just 4 years ago (88%).
Possible reasons for this include: refinement of the search engines' algorithms to
provide and rank more relevant search results, improved searcher query
refinement, increased user expectations and confidence in the ability of
search engines to provide relevant results on the first page, decreased patience
on the part of end users to look through larger numbers of results, the increased
ability of search marketers to optimize website content to appeal to search engine
algorithms, and the increased ability of paid search marketers to accurately identify
user intent through the keywords they search and to craft compelling ad creative that
motivates users to click.
Advice for Search Marketers
The implications of this finding should be obvious for search marketers. Now, more
than ever, it is vital for a website to be found within the top few search
results, or the first page of search results, or at least within the first
three pages of search results. Whether this is accomplished through optimization of
Web pages, or through paid search ads, the need is unmistakable. And as the
findings from Question #2 indicate, with the advent of blended search results,
opportunities to appear within the top search results are not limited to pages within a
website. There are also opportunities for other digital assets, such as press
releases, that can appear within the "news" results, as well as images, and
videos, to appear within the top search results. And all of these assets
can be optimized to improve their chances of being returned within blended search results.
Global Search Marketing Note
Search marketers running campaigns outside of the U.S. should take note that because
the search engine optimization and paid search marketing industries are less mature
in those regions than in the U.S., the user behavior trends demonstrated within
this U.S.–specific finding, and the two additional findings that follow, will
likely be mirrored in markets outside the U.S. in coming years.
Another factor that will contribute to this trend in markets outside the U.S. is the
level of search engine user sophistication within each market — driven by the percentage
of households that own computers, Internet user adoption rates, broadband
availability, and users' online tenure.
Search marketers in less mature markets should view the trends within this study as
a crystal ball into the future of their markets, and take immediate steps to
dominate their competition within the search results. Well optimized sites with
lots of rich content and lots of links pointing to them take time to develop. Those
organizations that get there first in their specific geographic markets will gain
a significant competitive advantage that could potentially be maintained for years.
Search engine users were also asked:
4. "When you perform a search on a search engine and don't find what you are
looking for, at what point do you typically either revise your search, or
move on to another search engine? (Select one)"
This is another question iProspect has included in surveys since 2002, and
its findings once again demonstrate a clear trend (see chart below). In 2008 a
combined 49% of search engine users re–launch their search if they do not find a
result to their liking within the first page of search results. This compares to
a combined 41% in 2006 and just 28% combined in 2002. And in 2008 only 9% of search
engine users wait until they have reviewed more than the first three pages of
search results before they re–launch their search, while in 2002 this figure
was 22%.
This finding appears to crystallize three of the potential factors posed as reasons
behind the finding of Question #3, namely: that over time user expectations of
the search engines have increased, user search refinement has increased, and
user patience to review search results for the one that meets their needs has decreased.
Advice for Search Marketers
The advice for search marketers from this finding is much the same as was provided for
Question #3 — that appearing as high as possible within the search results and on
as many keywords as possible — be it with pages from your website, or other digital
assets such as news, images or videos — is vital to successful search marketing, and
that optimization of those assets and the use of paid search ads are keys to appearing as
high as possible on the search results page.
One factor that is especially applicable to this finding is that of "relevancy." Users
abandon their review of search results because their eyes do not catch content on the
page that they deem relevant to their searches. So not only is it incumbent upon search
marketers to optimize their sites well, and to bid appropriately to appear as high
as possible within the search results, but it is also of significant importance that
the title tags, page descriptions, and general page content be as focused and
relevant as possible to its targeted keyword phrase. This will help ensure that the content
presented to the searcher in the organic search results is as relevant as possible to the
searcher's intent. In the case of paid search ads — where search marketers have complete
control of the content that appears on the search result page — well–crafted, relevant
creative will help accomplish the same objective.
Search engine users were asked:
5. "Please state how much you agree/disagree with the following statement: 'Seeing
a company listed among the top results on a search engine makes me think that the
company is a leader within its field.' (Select one)"
The final question that has been asked since 2002 is one that speaks to "brand
equity." The findings of this question clearly demonstrate the extent to which search engine
users perceive that the brands whose Web pages, or other digital assets, appear among
the top results on a search results page are the leading brands in their respective marketplace
or category. The upward trend reflected in the chart below is clear — with an increase from 33%
to 39% between 2002 and 2008 — with over a third of search engine users believing this to be
true. And though there is a significant percentage (42%) that report being neutral on this
belief in 2008, only 19% overtly disagree. Perhaps this 19% represents a skeptical minority
who believe that anyone can "game" their way to the top of the search results without having
relevant content on their site, as well as significant endorsement from other relevant
websites in the form of links to their site.
The "chicken–or–the–egg" question that this finding raises, however, is whether
search engine users assume that brands that are unknown to them that they find among
the top search results are marketplace leaders — or whether, based on their experience
as searchers of the Internet, whenever they have searched on a category they discover
brands they are already familiar with and already perceive to be marketplace leaders at
the top of the results.
Advice for Search Marketers
Regardless of the answer to that question, the perception that top rankings are
indicative of marketplace leadership exists on the part of a third of search engine
users, and less than a quarter of users disagree with the contention. So search
marketers — as well as traditional and brand marketers — would be well advised to
implement and integrate both paid and organic search marketing efforts as part of
their overall strategy to build brand equity and increase brand awareness.
About iProspect's Research
Founded in 1996, iProspect is the Original Search Engine Marketing Firm. We
help organizations with large, complex websites increase their online ROI and
market reach through natural (organic) search engine optimization, pay per
click advertising management, paid inclusion management, shopping feed
management, and other related services.
iProspect has a long legacy of research and thought leadership in the search marketing industry:
Searcher Behavior Shows Top Listings are Most Important in November 2002.
Marketing Tactics of Big Brands Not Meeting Web User Expectations in July 2002.
How Visible is the Fortune 100 to Web Searchers in February 2001.
Findings from iProspect research are regularly used to enhance our service offerings
and to educate clients on search engine marketing best practices and industry
trends. iProspect studies are frequently quoted by speakers at search marketing
industry events, and by both business and trade press.
Proper attribution requires that the study is clearly identified as the "iProspect
Blended Search Results Study."
With U.S. offices in Watertown, Massachusetts and San Francisco, California, as
well as offices, across the globe, iProspect can be contacted at 1–800–522–1152, or by visiting
www.iprospect.com.
Questions regarding this release should be directed to iProspect Media Relations
Manager, Colleen Reed, at 1–800–522–1152 x1203 or
colleen.reed@iprospect.com.
In January 2006, Jupiter Research designed and fielded a survey to online
consumers selected randomly from the Ipsos U.S. online consumer panel that
resulted in the iProspect Search Engine User Behavior Study. A total
of 2,369 individuals responded to the survey. Respondents were asked
approximately 25 closed–ended questions about their behaviors and preferences
regarding online search, online holiday shopping, wireless services, online
dating, and pharmaceutical websites. Respondents received an e–mail
invitation to participate in the survey with an embedded URL linked to
the Web–based survey form. The samples were carefully balanced by a series
of demographic and behavioral characteristics to ensure that they were
representative of the online population. Demographic weighting variables
included age, gender, household income, household education, household
type, region, and market size. Additionally, JupiterResearch
took the unconventional step of weighting the data by AOL usage, online
tenure, and connection speed (broadband versus dial–up) — three key
determinants of online behavior.
Balancing quotas are derived from Jupiter Research's Internet Population Model
which relies on U.S. Census Bureau data and a rich foundation of primary
consumer survey research to determine the size, demographics and ethnographics
of the U.S. online population. The survey data is fully applicable to the U.S.
online population within a confidence interval of plus or minus 3%.
In this survey effort, JupiterResearch worked with its research partner,
Ipsos–Insight, on the technical tasks of survey fielding, sample
building, balancing, and data processing. Ipsos–Insight is one of the
largest market research companies in the U.S. and maintains a general research
panel of 400,000 households. Ipsos–Insight also has access to the Ipsos U.S.
Online Panel that is comprised of two million Internet users, and provides
JupiterResearch with an easy way to target and survey current online users.
Panel–based market research enables researchers to have baseline knowledge of
each survey respondent, to increase survey participation rates, and
to permit careful rationing of survey fielding to reduce survey burnout.
2004 Study Methodology
Survey participants were recruited from a panel of nationwide participants from
Survey Sampling International's (SSI) SurveySpot, a multi–sourced panel of
Internet users in the U.S. who were interested in participating in online
research. SurveySpot members came from various sources, including: banner
ads, other online recruitment methods, and RDD telephone recruitment. All
members were recruited using permission–based techniques. SSI does not use
unsolicited email in building the SurveySpot panel.
SurveySpot panel demographics were not based on predictive techniques. They
were created from self–reported, respondent–specific information. This had
the advantage of giving researchers greater assurance of reaching the exact
targets they sought. Panel usage was monitored to prevent over–surveying as well
as under–surveying in an effort to maintain panelists' interest in
participating. Panelists were also offered rewards with each survey
invitation, increasing their likelihood of participation.
For the iProspect Search Engine User Attitudes Survey, a random
sampling of 13,555 SSI SurveySpot members was solicited. At the suggestion
of the market research professionals at Strategem Research, an independent
market research firm, an incentive of $100 to 10 randomly selected respondents
was offered, resulting in 1,649 responses, or 12% of those solicited. SSI
invited SurveySpot members to take the survey at a website built using WebSurveyor's
online surveying capabilities.
Initial survey questions were developed by iProspect as a follow–up to, and
expansion of, its 2002 survey, with the questions being vetted by the
market research professionals at Strategem Research. Data was collected by the
WebSurveyor online tool and results were analyzed by both iProspect's research
department and Strategem Research.
A sample size of 1,649 for a population of 170 million (U.S. Internet users
as of 2004) represented a 2.41 margin of error with a 95% confidence level of
a 3.18% margin of error with a 99% confidence level.
2002 Study Methodology
The iProspect studies entitled Marketing Tactics of Big Brands Not Meeting
Web User Expectations (July, 2002), Searcher Behavior Shows Top Listings
Are Most Important (November, 2002) are based on the results of an email–based
survey hosted by Vote.com, the polling service of former presidential advisor
Dick Morris. The15–day survey ran from April 30 to May 14, 2002. The survey
drew 1,403 participants from a panel provided by Vote.com of over 2 million
registered Internet users. Not all questions were answered by all participants.
