Only one in six internet users in the US can distinguish between organic search results and paid search adverts, according to a new study published by the Pew Internet & American Life Project.
The report finds that web searchers are “incredibly naive”, with only 38% of users being able to tell the difference between relevant search findings and adverts, with just 18% always being able tell which links are paid for.
The research also reveals that 45% of web users would stop using search engines if they thought the providers weren’t being clear about results that are sponsored by advertisers. However, 92% of people who use search engines reported confidence about their searching abilities and over half (52%) were “very confident” with the technology.
Most internet users trust their favourite search engines, however, the minority is aware of the financial incentives that affect how search engines perform and how they present their search results. The research shows that 84% of internet users have used search engines, with 87% reporting successful search experiences; 68% of users said that search engines offer a fair and unbiased source of information.
The Pew report finds that while most consumers can easily tell the difference between regular TV programming and infomercials, and magazine editorial versus advertorial, little more than a third of search engine users can decipher the difference between paid for or sponsored results and unpaid or “organic” results.
Leader of the study, Deborah Fallows, PhD, Pew senior research fellow said: “We were struck by how confident, yet unsophisticated the majority of search engine users were. She added: “MSN clearly distinguishes between paid links in MSN Search are identified by a shaded background, are grouped together, and are clearly marked as ‘sponsored’. MSN made these changes in July 2004 as a result of customer feedback.”
Michael Gartenberg, analyst at JupiterResearch doesn’t think that search engines should see the Pew Report as a real concern saying: “The big engines have long taken the appropriate measures to ensure transparency.”
A report published at the end of December 2004 by analysts JupiterResearch, (see Strong 2004 For Online Advertising) put paid search at the forefront of online advertising in 2004, with the expectation that its success will continue into 2005. JupiterResearch forecast that key winners in 2005’s market will be internet portals, such as AOL, MSN and Yahoo.
Related Links
