Consumers value independence of natural search results most of all

2008 Search Attitudes Report reveals online search and purchasing preferences.

• over half (51 per cent) of British consumers are now aware of the difference between natural and paid-for search results, an increase of eight per cent since 2007, and 91 per cent prefer using natural search results when looking to buy a product or service.
• Unlike 2007, the 2008 Search Attitudes Report revealed no signs of a gender divide when it comes to the preference of natural search results over paid search.
• The 2008 Search Attitudes Report indicates that sponsored links continue to suffer greatly from consumer scepticism with more than one in three consumers (31 per cent) saying that they choose natural over paid results because they trust their search engine of choice to give them the most relevant results and almost one in five (18 per cent) identifying extra information that accompanies natural search results (i.e. the text explaining the result) as a factor in choosing natural over paid search results. The importance of these factors was uniform across all generations, demonstrating a consensus of opinion brought by an increased understanding of paid and natural search.
• Despite the rise of social media, review sites, affiliate and price comparison sites, search engines remain the consumer’s favourite starting point to make a purchase online. However, in an increasingly competitive online shopping environment, it is more important than ever that brands make sure that their websites are up to scratch as consumers are easily put off making a purchase online.
• Women favour search engines more when it comes to retail purchases with 54 per cent of women preferring to begin with a search engine in comparison with 46 per cent of men. However, men are much more likely to use a price comparison site with 29 per cent of men preferring to begin at a site like Kelkoo as opposed to just 18 per cent of women.
• 35 per cent of consumers citing that being unsure about the security of a site would be most likely to put them off. In addition, one in five (20 per cent) said that a lack of clear prices was most likely to put them off, and 16 per cent identified not being able to find what they’re looking for as the biggest factor.