laurent bousis - search study 2012 - part 1: how do belgian users use search engines today? - intro...

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Online Search Behaviour StudyLaurent Bousis - iProspect Belgium

11h00 – 11h20: Part 1

14h40 – 15h00: Part 2

• We wanted to look at actual, statistically validated, data on the behaviour of Belgian users with search engines

• Our SEM agency partnered with market research agency

• A full printout is in your « goodiebag » and available on our website www.iprospect.be

Online Search Behaviour Study 2012

Methodology

Online Survey

• 988 Online interviews : At random from InternetPanel

• Field: 14/03 – 22/03/2012

• Interview duration : 17’39’’

• Completion rate : 82%

• Maximum margin of error: 3,1%

• Universum : surfers 18+ Gender (2)

Age (3)

Language (2)

Composition

Online Search Behaviour Study 2012 – Copyright

Search Engine Usage

How often do you use a search engine ?

• 28,1% is doing between 10 and 50 searches a day !

Online Search Behaviour Study 2012 – Copyright

I use a search engine to …

• Search Engines are not only used for information but also for discovery (deals, new stuff, gift ideas, unknown sites, …)

Online Search Behaviour Study 2012 – Copyright

Which of the following products/services did you buy / search for during the last 3 months ?

• 41.7% of women searched for clothes and 28% bought online

• 52.2% of men searched for electronics and 28.5% bought online

Online Search Behaviour Study 2012 – Copyright

Which search engines do you know and use ?

• 10,8% of french speaking belgians use yahoo.fr but only 4,4% of dutch speaking belgians use yahoo.nl

Online Search Behaviour Study 2012 – Copyright

Search Drivers

What drove you to search ?

• 1 out of 4 will search after having visited a physical store

Online Search Behaviour Study 2012 – Copyright

Which social networks do you know and use ?

• Social networks used to spread word of mouth online:

Online Search Behaviour Study 2012 – Copyright

How do you use facebook ?

• 35,3% of online belgians will share pictures on Facebook (51,8% of 68,8% that use Facebook)

Online Search Behaviour Study 2012 – Copyright

How do you use Google+?

• 3,26% of online belgians will share pictures on Google+ (11,1% of 29,4% that use Google+)

• 3,58% of online belgians will share sites on Google + (12,2% of 29,4% that use Google+)

Online Search Behaviour Study 2012 – Copyright

How do you use Twitter?

• 2,75% of online belgians will share sites on Twitter (14,8% of 18,6% that

use Twitter)

Online Search Behaviour Study 2012 – Copyright

How do you use LinkedIn?

• 0,63% of online belgians will share sites on LinkedIn(3,0% of 21,0% that

use LinkedIn)

Online Search Behaviour Study 2012 – Copyright

Coming in Part 2

This afternoon

• We will look at the evaluation belgian users make of the search results and their knowledge and perception of the difference between paid and natural links as well as the impact it has on your business

• We will interpret the results with actual screen captures on sample transactional and informational searches

This Afternoon