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Search Again or Click On the Second Page of Search Results?

Consumer Search Insights.

If you use a search engine but don’t find what you are looking for, which are you more likely to do?

People are more likely to search again with a new keyword than they are to click onto the second page of search results.

VoteAll (1189) 
search again with a different word55.7% (+3.2 / -3.3)
go to the second page of the results44.3% (+3.3 / -3.2)

The split is fairly consistent among men and women.

VoteMen (651) Women (538) 
search again with a different word55.4% (+4.0 / -4.1)56.1% (+5.0 / -5.1)
go to the second page of the results44.6% (+4.1 / -4.0)43.9% (+5.1 / -5.0)

There isn’t an obvious pattern among age either.

Vote18-24 year-olds (284) 25-34 year-olds (309) 35-44 year-olds (144) 45-54 year-olds (195) 55-64 year-olds (150) 65+ year-olds (107) 
search again with a different word52.1% (+5.7 / -5.8)56.7% (+5.7 / -5.9)51.7% (+8.0 / -8.1)57.5% (+6.7 / -7.0)61.4% (+7.7 / -8.4)54.2% (+9.4 / -9.8)
go to the second page of the results47.9% (+5.8 / -5.7)43.3% (+5.9 / -5.7)48.3% (+8.1 / -8.0)42.5% (+7.0 / -6.7)38.6% (+8.4 / -7.7)45.8% (+9.8 / -9.4)

People in the west & midwest are more likely to change keywords, whereas people in the north east & south are roughly equally likely to change keywords or go to page 2 of the search results.

VoteThe US Midwest (244) The US Northeast (320) The US South (363) The US West (262) 
search again with a different word58.6% (+6.6 / -6.9)52.2% (+6.3 / -6.4)51.7% (+6.0 / -6.1)61.8% (+6.2 / -6.6)
go to the second page of the results41.4% (+6.9 / -6.6)47.8% (+6.4 / -6.3)48.3% (+6.1 / -6.0)38.2% (+6.6 / -6.2)

Suburban people are more likely to change keywords than to click on to page 2.

VoteUrban areas (590) Rural areas (109) Suburban areas (468) 
search again with a different word51.8% (+4.6 / -4.6)48.0% (+9.3 / -9.1)61.1% (+4.8 / -5.0)
go to the second page of the results48.2% (+4.6 / -4.6)52.0% (+9.1 / -9.3)38.9% (+5.0 / -4.8)

There isn’t much of an income correlation either.

VotePeople earning $ 0-24K (123) People earning $ 25-49K (638) People earning $ 50-74K (319) People earning $ 75-99K (88) People earning $ 100-149K (22) 
search again with a different word57.9% (+9.3 / -9.9)55.9% (+4.4 / -4.5)58.8% (+5.8 / -6.1)54.5% (+9.3 / -9.6)50.0% (+21.4 / -21.4)
go to the second page of the results42.1% (+9.9 / -9.3)44.1% (+4.5 / -4.4)41.2% (+6.1 / -5.8)45.5% (+9.6 / -9.3)50.0% (+21.4 / -21.4)

It would also be interesting to run this question again & include the option of trying another search engine as an answer.

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