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Email [email protected] Call Now! +44(0)1689 602 248

How Did You Choose Your Primary Search Engine?

Consumer Search Insights.

When you search, how did you pick your primary search engine?

Most people use the search engine which they believe has the best relevancy, whatever their computer came with, or what a friend recommended.

VoteAll (1190) 
it has superior relevancy30.4% (+3.0 / -2.9)
the computer had a default selected26.8% (+2.9 / -2.7)
a friend told me about it23.1% (+2.9 / -2.7)
I saw it on a TV ad10.3% (+2.3 / -1.9)
it came bundled with software9.5% (+2.3 / -1.9)

Men are more inclined to believe in superior relevancy, whereas women are more likely to use the default or what a friend recommends

VoteMen (621) Women (569) 
it has superior relevancy35.4% (+4.2 / -3.9)25.5% (+4.4 / -4.0)
the computer had a default selected21.8% (+3.7 / -3.3)31.5% (+4.6 / -4.3)
a friend told me about it21.3% (+3.7 / -3.3)24.8% (+4.5 / -4.0)
I saw it on a TV ad11.9% (+3.1 / -2.5)8.8% (+3.5 / -2.6)
it came bundled with software9.7% (+2.9 / -2.3)9.3% (+3.8 / -2.8)

The youngest age group is easiest to influence with advertising or buying the default placement. 25 to 34 is more concerned about relevancy & older people are more likely to have it bundled with software than younger people are.

Vote18-24 year-olds (289) 25-34 year-olds (309) 35-44 year-olds (151) 45-54 year-olds (186) 55-64 year-olds (167) 65+ year-olds (88) 
it has superior relevancy30.1% (+5.5 / -5.0)36.9% (+5.9 / -5.5)32.4% (+7.8 / -6.9)28.2% (+7.0 / -6.1)27.6% (+7.7 / -6.6)28.0% (+10.8 / -8.7)
the computer had a default selected29.0% (+5.5 / -4.9)23.8% (+5.4 / -4.7)27.6% (+7.6 / -6.5)24.2% (+6.8 / -5.7)26.0% (+7.6 / -6.4)26.1% (+11.3 / -8.8)
a friend told me about it20.7% (+5.0 / -4.3)21.1% (+5.5 / -4.6)23.8% (+7.7 / -6.3)24.8% (+7.0 / -5.9)25.0% (+7.4 / -6.2)24.6% (+11.4 / -8.7)
I saw it on a TV ad14.2% (+4.5 / -3.6)10.8% (+4.2 / -3.1)10.5% (+6.0 / -4.0)12.8% (+5.7 / -4.1)8.3% (+5.5 / -3.4)3.1% (+10.7 / -2.5)
it came bundled with software6.0% (+3.4 / -2.2)7.5% (+3.9 / -2.6)5.8% (+5.4 / -2.9)10.0% (+5.3 / -3.6)13.1% (+5.8 / -4.2)18.2% (+10.6 / -7.3)

People out west tend to be more concerned with / driven by perceived relevancy. People in the midwest rely more on word of mouth. People in the south and north east are more likely to use the default.

VoteThe US Midwest (236) The US Northeast (317) The US South (369) The US West (268) 
it has superior relevancy24.4% (+6.8 / -5.7)29.8% (+5.9 / -5.3)29.6% (+5.3 / -4.8)37.2% (+6.6 / -6.2)
the computer had a default selected27.3% (+6.7 / -5.8)29.3% (+6.0 / -5.3)29.8% (+5.5 / -5.0)19.8% (+5.6 / -4.7)
a friend told me about it25.6% (+6.9 / -5.9)18.4% (+5.4 / -4.4)22.6% (+5.3 / -4.5)25.0% (+6.1 / -5.3)
I saw it on a TV ad11.5% (+5.8 / -4.0)12.6% (+4.6 / -3.5)9.8% (+4.4 / -3.1)8.2% (+4.6 / -3.0)
it came bundled with software11.2% (+6.1 / -4.1)9.9% (+4.5 / -3.2)8.1% (+4.3 / -2.9)9.7% (+5.1 / -3.5)

Here is data by population density.

VoteUrban areas (612) Rural areas (107) Suburban areas (445) 
it has superior relevancy29.9% (+4.2 / -3.9)27.8% (+9.9 / -8.1)30.4% (+5.3 / -4.8)
the computer had a default selected27.2% (+4.4 / -4.0)27.7% (+9.5 / -7.9)26.5% (+5.1 / -4.5)
a friend told me about it23.1% (+4.3 / -3.8)25.1% (+9.6 / -7.6)23.2% (+4.8 / -4.2)
I saw it on a TV ad10.4% (+3.8 / -2.9)8.7% (+8.6 / -4.5)10.5% (+4.6 / -3.3)
it came bundled with software9.4% (+4.0 / -2.9)10.6% (+8.8 / -5.1)9.3% (+4.5 / -3.1)

There doesn’t appear to be any obvious correlations with age.

VotePeople earning $ 0-24K (133) People earning $ 25-49K (658) People earning $ 50-74K (315) People earning $ 75-99K (68) People earning $ 100-149K (18) 
it has superior relevancy32.8% (+9.1 / -7.9)29.8% (+4.2 / -3.9)30.9% (+6.5 / -5.8)27.7% (+11.9 / -9.4)32.6% (+21.2 / -15.9)
the computer had a default selected21.7% (+8.6 / -6.7)29.0% (+4.3 / -4.0)22.1% (+6.0 / -5.0)30.7% (+12.4 / -10.1)20.9% (+22.5 / -12.6)
a friend told me about it23.5% (+9.0 / -7.1)24.5% (+4.1 / -3.7)20.1% (+6.0 / -4.9)17.2% (+12.0 / -7.7)13.9% (+23.4 / -9.7)
I saw it on a TV ad11.8% (+7.3 / -4.7)8.4% (+3.5 / -2.5)15.6% (+6.0 / -4.5)4.2% (+13.7 / -3.3)25.6% (+22.1 / -14.1)
it came bundled with software10.2% (+7.7 / -4.6)8.3% (+3.3 / -2.4)11.4% (+5.5 / -3.9)20.2% (+12.2 / -8.4)7.0% (+27.3 / -5.9)
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