Italians and Search Engines

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Italians and Search Engines Powered By Docstoc
					June 2008




            Italians and Search Engines
            2008 Survey
            Document prepared for




                Corso Vercelli 40, 20145, Milano, Italia - T:+39 02 303241 – www.otoresearch.it
             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.




2                    © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
              THE INTERVIEWED
                   SAMPLE




3   © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
       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                          --


4                 © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                      USE OF SEARCH
                         ENGINES




5   © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                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

                                Referrals                                17

                                        Blogs                      12
                                                                                                                                © SEMS.it 2008
     Social Bookmarking(e.g. del.icio.us)                  5




                                                                                                                         Base 1500: Total sample; % of interviewed
6                            © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
              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
7                          © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                     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
8                                 © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                           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/Arianna       3                                                                                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
 9                                       © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                     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/Alice                  5



                                                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
10                                 © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
               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


11                            © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
         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
                                                                                                                  59
            the radio

       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                                                                              © SEMS.it 2008
                                            7
               to me




                                                                                                          Base 1499: sample uses search engines % interviewed
12                     © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
     THE ROLE OF SEARCH ENGINES
      IN PURCHASING DECISIONS




13      © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                        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
                                                                                                                                                                Y e s , m o re
 Never       Rarely
                                                                                                               60                                               t ha n o nc e
                                                                                             20                                                                 Y e s , o nc e

                                                                                                  9 20 9                                                        N o , ne v e r
                                  59
 Often       Always




                                  16                                                                                     © SEMS.it 2008
                                   1




Base 1499: sample uses search engines; % interviewed                     Base 1245: sample uses search engines and uses them in a purchase decision
14                                     © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
     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
                            online                                                                                     40


                        Ecommerce and online retailers                                                              37


      Photos and videos related to the product, posted
                    on Youtube, Flickr…                                                          18
                                                                                                       © SEMS.it 2008

                                                                  Other        1




                    Base 1139: sample uses search engines and believes search engines are pivotal to the purchase decision
15                 © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                                                                                            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
                                                                                                                 s                                                                                                       Car insuranc e                        19
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                                                                                                                                                                                                                       Offic e supplies                    15
                                                                                                           le
                                                                                                 ac r e




                                                                                                                                                                            52
                                                                                                        ri




                                                                                                                                                                                        Servic e/Produc ts nec essary for
                                                                                                      e




                                                                                                                                                                                                                                                          12
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                                                                                                                                                                                                                                                          11
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                                                                                /m av




                                                                                                                                                                  44
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                                                                                                                                                                                                                                         Food             11
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                                                                                                                                                                                                     Providers Elec tric ity/Gas                          10
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                                                                                                                                                                                                                                      Luxury          6
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                                                       ic
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                                                                                                                                                                                                                                                      4
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                                                                                                                                            27                                                                          Personal loans
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                                                                                                                                                       © SEMS.it 2008
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                                                                                                                     Base 1139: sample uses search engines and believes search engines are pivotal to the purchase decision
16                                                                                                                   © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                     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?




                                                                                                                                     A lwa ys o r
                                                                                                                                     a lm o s t
                                                                                                                                     a lwa ys
                                                                            55                                                       dire c t ly
                                                                                                                                     o nline
                                 25                                                  60
                                                                                                                                     O nline a nd
                                                                      20                                                             o f f line
                                                                             20
                                                     20
                                                                                                                                     A lm o s t
                                                                                                                                     a lwa ys
                                                                                                                                     o f f line




                                      Base 1139: sample uses search engines and has based its purchase based on search engines
17                                © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                        Purchase and purchasing
                        decision
Concerning you last online purchases, how has your purchasing behavior generally been?

                                                                                                      I bo ught im m e dia t e ly
                                                                                                      a f t e r t he s e a rc h
                                                                            80
                                               20                              20        60
                                                                                                      I re t urne d t o t he we bs it e
                                                                                                      in a s e c o nd m o m e nt t o
                                                                                                      f ina lize t he purc ha s e


                                                                                                          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
18                                    © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                       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
19                                  © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                     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, w ith traditional credit card
                                                 37
                                                                                                                             60
                        30                                                                              20Online, w ith prepaid credit card
                                                                                                             2 18 w ith alternative m ethods
                                                                                                             Online,
                                16                17                                                         (electronic cash, paypal, bankpass, …)
                                                                                                             Offline, w ith bank
                                                                                                             transfer/bancom at/cards




                                                                                                          Base 906: sample uses search engines and have bought online
20                                   © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                      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

                        38                                                                                      60
                                                                                                       Yes, I have used them from tim e to tim e
                                                                                                      20
                                                              28
                                                                                                         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
21                                  © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                      USE OF MOBILE
                         DEVICES




22   © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                     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
                                                                                      4
                              connectivity


                                   Sony Playstation (PSP)                             4


                                                                iPhone                4


                                                                  Other           1


                                    No, I've never done it                                                                                                          73




                                                                                                                  Base 1499: sample uses search engines, % interviewed
23                                 © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                     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
24                                 © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                    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 , I use ano ther engine


                                                                                                          No , I use the research
                                      15              2                                                   functio n o ffered by the
                                                                                                          device




                                                                               Base 399: sample uses portable devices to search; % interviewed
25                                © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                      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
26                                  © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
             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.




27                   © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation
                              Thank You
     To ensure you receive additional updates and future
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     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 survey@sems.it




28                 © OTO Research 2006 - Strictly confidential - All rights reserved - No reproduction or diffusion without written authorisation

				
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