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Date Created: 12/19/15
June 2008 Italians and Search Engines 2008 Survey Document prepared for Methodology and target The sample considered in the investigation, made of 1500 cases, is representative of the Italian population by sex, age and geographic area. The online survey was conducted in the period between may 13 and 21 2008. The sample was recruited using the OTO Research proprietor Web Panel, now composed of 27.000 active members. As an incentive, every completed questionnaire was rewarded 1 euro. THE INTERVIEWED SAMPLE The sample SEX Male 57 Female 43 AGE Under 25 20 25-34 28 35-44 26 45-54 15 over 54 11 LOCATION North-West 29 North-Est 20 Center 22 South and Islands 29 INTERNET USE Every Day 68 4/5/6 times a week 25 2/3 times a week 6 Once a week 1 2/3 times a month -- Once a month or least often -- USE OF SEARCH ENGINES Search engines are, beyond a doubt, the most efficient and useful ways to find information online. What are - among those listed - the most efficient and useful methods to find online what you need? Search Engines 95 Directories/Portals 43 Specialized portals 37 Links from other websites 35 Websites in emails/newsletters 31 Websites in magazines or adv 25 Advertising banners 21 17 Referrals Blogs 12 © SEMS.it 2008 Social Bookmarking(e.g. del.icio.us)5 Base 1500: Total sample; % of interviewed As fas as info-commerce is concerned, search engines are considered the most useful, followed by the brand’s website and comparison websites. And what are - among those listed - the most efficient and useful methods to find information on products and services you are planning to purchase? Search Engines 67 Comparison websites (reviews, prices) 51 Ecommerce websites 50 Catalogues, brochures 46 Sectorial magazines 37 Retail 34 Websites/Specialized portals 34 Producer Websites 32 Email/newsletters 32 WOM 31 Directories/Portals 19 Blogs 16 © SEMS.it 2008 Online Forums 6 Base 1500: Total sample; % of interviewed Frequency of use: search engines Concerning search engines, with what frequency do you use them? Total sample Base 1500 % Several times in a day 68 At least once a day 20 Several times a week, but not every day 9 At least once a week 2 A few times a month or less often 1 I usually do not use search engines -- Average weekly frequency 11.4 Base 1500: Total sample % of interviewed Google is the main search engine; Yahoo! follows suit as second best What is the search engine you use the most in your web- If you do not find what you are looking for with one based queries? search engine, what is your second choice? Google 86 Yahoo 39 Virgilio/Alice 5 Virgilio/Alice 18 Yahoo 4 Google 14 Libero.it/Arianna3 Msn search/Live.com 13 Msn search/Live.com 1 Libero.it/Arianna 11 Other 1 Other 5 Base 1499: sample uses search engines % interviewed Base 981: sample uses search engines and uses more than one 80% of the target set a search engine its home page; and that search engine is mostly Google. If you have set a search engine as your home page, what search engine did you chose? Google 61 Virgilio/Alice5 Yahoo 4 Libero.it/Arianna 4 Msn search/Live.com 3 Other 2 Did not set a search engine in my welcome 21 page Base 1499: sample uses search engines, % of interviewed Only 11% of the sample never clicked on the new content available among result pages; images and maps the most clicked. For some months now, main search engines have begun to add, among traditional result pages, also news, images, videos and maps. Recalling your searches in the past 2 months, have you clicked on... Images 60 Maps 54 News (Google News) 39 Video 35 Don't remembre 6 Never clicked on these 11 results Base 1499: sample uses search engines; % interviewed Print is the main medium with the ability to push users towards search engines; followed by TV. Only 7% never searched additional details after a stimuli from another medium. Have you ever conducted a search engine query because your interest had been aroused by something seen or read on another media? Something seen on TV 71 Something heard on the radio 59 Something read on a newspaper or 36 magazine Something seen on the street (e.g. 34 billboards) Something received via mobile (SMS, MMS, 12 …) No, it never happened 7 © SEMS.it 2008 to me Base 1499: sample uses search engines % interviewed THE ROLE OF SEARCH ENGINES IN PURCHASING DECISIONS 83% of internet users does info-commerce on search engines; almost all of these users went ahead with an actual purchase (online/offline). Before a purchase, several consumers consult the web and search engines to find information related to the product/service they intend to purchase. How often have you done the same? Have you ever purchased a product/service based on information found through one or more search engines? 24 82 Never Rarely Yes, more 60 than once 20 Yes, once 59 9 20 9 No, never Often Always 16 © SEMS.it 2008 1 Base 1499: sample uses search engines; % intBase 1245: sample uses search engines and uses them in a purchase decision The most useful sources of information for a purchase are the producer website and the reviews or comments left by other users on comparison websites. Thinking of the last times you used a search engine to find more information on a product/service you were planning to purchase, which of these sources found among the result pages did you find more useful in your decision-making? Information on producer website 62 reviews or comments on comparison websites 60 Blog and sector-specific forums 41 Reviews or tests on magazines or periodicals 40 online Ecommerce and online retailers 37 Photos and videos related to the product, posted 18 on Youtube, Flickr… © SEMS.it 2008 Other 1 Base 1139: sample uses search engines and believes search engines are pivotal to the purchase decision Consumer electronics, travel and books are the main products the purchase of which was supported by queries on search engines. What of the following products/services have you purchased due to a search conducted through search engines? 58 Car insurance 19 58 Office supplies 15 52 Service/Products necessary for 12 work/office Consumer electronics 51 Other financial products 11 Travel/Turism 44 Food 11 Telephones and accesories 36 Books/magazines Gifts Providers Electricity/Gas 10 35 Luxury Hardware e software 34 6 Music/video 27 Personal loans 4 21 Morgage 4 © SEMS.it 2008 21 Altro 5 Tickets to events/shows Household appliances DIY materials Cosmetics/pharmaceuticals Base 1139: sample uses search engines and believes search engines are pivotal to the purchase decision More than half of internet users that search through search engines almost always end up buying directly online. The remaining users are equally devided between online buyers and offline buyers. How have you ended up purchasing the products/services you found on search engines? Always or almost always 55 directly online 25 60 20 Online and offline 20 20 Almost always offline Base 1139: sample uses search engines and has based its purchase based on search engines Purchase and purchasing decision Concerning you last online purchases, how has your purchasing behavior generally been? I bought immediately after the search 20 820 60 in a second moment tosite finalize the purchase Base 906: sample uses search engines and has bought online How did you find the website that presented the product you wanted to purchase online? % - Saved it among my favorites 66 - I made a new search, and clicked on the same link 21 - I made a new search based on the features of the product I remembered 11 - Other 2 As the search and the purchase happened at different moments, how was that conducted? % - I used the same computer or same terminal (e.g. office/home) 83 - I made the search with my office computer, then I purchased at home 10 - I made the search with my home computer, then I purchased at the office 5 - I used different computers, neither home nor office working stations 2 Base 724: sample uses search engines and has purchased in a second moment Reasons for using different computers in the decision funnel How come you used two different computers or working stations? Base 724 % - I made the search with my office computer, then I purchased at home 10 - I made the search with my home computer, then I purchased at the office 5 - I used different computers, neither home nor office working stations 2 How come you used two different computers or working stations? Sample uses different computers Base 126 % - I have time to search from office, but I prefer the relaxation of buying from home 37 - No real reason 30 - I can search from any computer, but for security/privacy reasons I buy from home 27 - I can search from any computer, but for security/privacy reasons I buy from office 4 - I do not have time/way to purchase online from home 1 - Other 1 Base 126: sample uses search engines and has purchased in a second moment using different computers Different methods of online payment: credit cards – either prepaid or regular – are the most common. If you purchase online, how do you usually pay? Online, with traditional credit card 37 60 30 Online, with prepaid credit card 20 Online, with alternative methods 2 18 16 17 (electronic cash, paypal, bankpass, …) Offline, with bank transfer/bancomat/cards Base 906: sample uses search engines and have bought online Half of internet users takes advantage of search engines to compare prices and features; 1/3 does not know of this online service. Have you ever used specialized search engines in the comparison of features/prices? E.g. Kelkoo, Buycentral, ... 20 Yes, I use them often 60 38 Yes, I have used them from time to time 28 20 No, I prefer traditional search engines 2 18 14 No, I do not know them Base 1478: sample uses search engines for buyer information; % interviewed USE OF MOBILE DEVICES Most internet users do not use mobile devices to access search engines; mobiles are the device most used. Have you ever conducted a query on search engines on device other than a computer? If yes, which device did you use? Mobile 18 PDA (Treo, Nokia, Samsung, Sony Ericsson,…) 9 Blackberry 4 Ipod Touch or similar devices with wifi connectivity 4 Sony Playstation (PSP) 4 iPhone 4 Other 1 No, I've never done it 73 Base 1499: sample uses search engines, % interviewed Most searched topics on portable devices are information on relevant locations (maps, restaurants, hotels, …) and real-time news. What do you usually search on these devices? Use portable devices Base 399 % - Information related to the place where I'm located (e.g. map, restaurant, hotel, taxi, weather, …) 57 - News/updates in real time 53 - Entertainment (sport, games, free time, adults, …) 35 - Information/prices related to product/service I want to buy in store 31 - Details on something seen on TV, radio, newspapers or seen on billboards 29 - Other 1 Base 399: sample uses portable devices to search; % interviewed The search engine used on portable devices is almost the same as the one accessed via computers Do you use the same search engine you use on computers? 82 Yes No,Iuse another engine No,Iuse the research 15 2 function offered bythe device Base 399: sample uses portable devices to search; % interviewed Topics that will be searched by people who do not yet own a device If in the future you had to use another portable device to search in the web, what would you search? Never used devices Base 1100 % - Information related to the place I'm located in (e.g. map, restaurant, hotel, taxi, weather, …) 65 - News/updates in real time 55 - Information/prices related to product/service I want to buy in store 45 - Details on something seen on TV, radio, newspapers or seen on billboards 35 - Entertainment (sport, games, free time, adults, …) 26 - Other 2 Base 110: sample has never used portable devices About Sems and OTO Research About OTO Research OTO Research, a subsidiary of the FullSIX group, is one of the leading trackers of internet opinion. It provides qualitative and quantitative market research and valuable advice for advertisers on how best to exploit the latest consumer data available in new media. About SEMS Rated one of the Top 30 SEO agencies worldwide by TopSEOs.com, SEMS (www.sems.it) is the leading italian search marketing agency that offers a complete range of tailored SEM services to meet client's goals: SEM consulting, keyword research, website optimization, search advertising campaign management, traffic analysis and conversion optimization. Thank You To ensure you receive additional updates and future surveys, feel free to fill in the form at www.sems.it/ricerche.htm To notify mistakes, ask further questions, suggest inquiries for future surveys, or simply give us feedback on the survey, you can write to firstname.lastname@example.org
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