How Did You Choose Your Primary Search Engine?

Apr 15th

Consumer Search Insights.

When you search, how did you pick your primary search engine?

Most people use the search engine which they believe has the best relevancy, whatever their computer came with, or what a friend recommended.

Vote All (1190) 
it has superior relevancy 30.4% (+3.0 / -2.9)
the computer had a default selected 26.8% (+2.9 / -2.7)
a friend told me about it 23.1% (+2.9 / -2.7)
I saw it on a TV ad 10.3% (+2.3 / -1.9)
it came bundled with software 9.5% (+2.3 / -1.9)

Men are more inclined to believe in superior relevancy, whereas women are more likely to use the default or what a friend recommends

Vote Men (621)  Women (569) 
it has superior relevancy 35.4% (+4.2 / -3.9) 25.5% (+4.4 / -4.0)
the computer had a default selected 21.8% (+3.7 / -3.3) 31.5% (+4.6 / -4.3)
a friend told me about it 21.3% (+3.7 / -3.3) 24.8% (+4.5 / -4.0)
I saw it on a TV ad 11.9% (+3.1 / -2.5) 8.8% (+3.5 / -2.6)
it came bundled with software 9.7% (+2.9 / -2.3) 9.3% (+3.8 / -2.8)

The youngest age group is easiest to influence with advertising or buying the default placement. 25 to 34 is more concerned about relevancy & older people are more likely to have it bundled with software than younger people are.

Vote 18-24 year-olds (289)  25-34 year-olds (309)  35-44 year-olds (151)  45-54 year-olds (186)  55-64 year-olds (167)  65+ year-olds (88) 
it has superior relevancy 30.1% (+5.5 / -5.0) 36.9% (+5.9 / -5.5) 32.4% (+7.8 / -6.9) 28.2% (+7.0 / -6.1) 27.6% (+7.7 / -6.6) 28.0% (+10.8 / -8.7)
the computer had a default selected 29.0% (+5.5 / -4.9) 23.8% (+5.4 / -4.7) 27.6% (+7.6 / -6.5) 24.2% (+6.8 / -5.7) 26.0% (+7.6 / -6.4) 26.1% (+11.3 / -8.8)
a friend told me about it 20.7% (+5.0 / -4.3) 21.1% (+5.5 / -4.6) 23.8% (+7.7 / -6.3) 24.8% (+7.0 / -5.9) 25.0% (+7.4 / -6.2) 24.6% (+11.4 / -8.7)
I saw it on a TV ad 14.2% (+4.5 / -3.6) 10.8% (+4.2 / -3.1) 10.5% (+6.0 / -4.0) 12.8% (+5.7 / -4.1) 8.3% (+5.5 / -3.4) 3.1% (+10.7 / -2.5)
it came bundled with software 6.0% (+3.4 / -2.2) 7.5% (+3.9 / -2.6) 5.8% (+5.4 / -2.9) 10.0% (+5.3 / -3.6) 13.1% (+5.8 / -4.2) 18.2% (+10.6 / -7.3)

People out west tend to be more concerned with / driven by perceived relevancy. People in the midwest rely more on word of mouth. People in the south and north east are more likely to use the default.

Vote The US Midwest (236)  The US Northeast (317)  The US South (369)  The US West (268) 
it has superior relevancy 24.4% (+6.8 / -5.7) 29.8% (+5.9 / -5.3) 29.6% (+5.3 / -4.8) 37.2% (+6.6 / -6.2)
the computer had a default selected 27.3% (+6.7 / -5.8) 29.3% (+6.0 / -5.3) 29.8% (+5.5 / -5.0) 19.8% (+5.6 / -4.7)
a friend told me about it 25.6% (+6.9 / -5.9) 18.4% (+5.4 / -4.4) 22.6% (+5.3 / -4.5) 25.0% (+6.1 / -5.3)
I saw it on a TV ad 11.5% (+5.8 / -4.0) 12.6% (+4.6 / -3.5) 9.8% (+4.4 / -3.1) 8.2% (+4.6 / -3.0)
it came bundled with software 11.2% (+6.1 / -4.1) 9.9% (+4.5 / -3.2) 8.1% (+4.3 / -2.9) 9.7% (+5.1 / -3.5)

Here is data by population density.

Vote Urban areas (612)  Rural areas (107)  Suburban areas (445) 
it has superior relevancy 29.9% (+4.2 / -3.9) 27.8% (+9.9 / -8.1) 30.4% (+5.3 / -4.8)
the computer had a default selected 27.2% (+4.4 / -4.0) 27.7% (+9.5 / -7.9) 26.5% (+5.1 / -4.5)
a friend told me about it 23.1% (+4.3 / -3.8) 25.1% (+9.6 / -7.6) 23.2% (+4.8 / -4.2)
I saw it on a TV ad 10.4% (+3.8 / -2.9) 8.7% (+8.6 / -4.5) 10.5% (+4.6 / -3.3)
it came bundled with software 9.4% (+4.0 / -2.9) 10.6% (+8.8 / -5.1) 9.3% (+4.5 / -3.1)

There doesn't appear to be any obvious correlations with age.

Vote People earning $0-24K (133)  People earning $25-49K (658)  People earning $50-74K (315)  People earning $75-99K (68)  People earning $100-149K (18) 
it has superior relevancy 32.8% (+9.1 / -7.9) 29.8% (+4.2 / -3.9) 30.9% (+6.5 / -5.8) 27.7% (+11.9 / -9.4) 32.6% (+21.2 / -15.9)
the computer had a default selected 21.7% (+8.6 / -6.7) 29.0% (+4.3 / -4.0) 22.1% (+6.0 / -5.0) 30.7% (+12.4 / -10.1) 20.9% (+22.5 / -12.6)
a friend told me about it 23.5% (+9.0 / -7.1) 24.5% (+4.1 / -3.7) 20.1% (+6.0 / -4.9) 17.2% (+12.0 / -7.7) 13.9% (+23.4 / -9.7)
I saw it on a TV ad 11.8% (+7.3 / -4.7) 8.4% (+3.5 / -2.5) 15.6% (+6.0 / -4.5) 4.2% (+13.7 / -3.3) 25.6% (+22.1 / -14.1)
it came bundled with software 10.2% (+7.7 / -4.6) 8.3% (+3.3 / -2.4) 11.4% (+5.5 / -3.9) 20.2% (+12.2 / -8.4) 7.0% (+27.3 / -5.9)
Published: April 15, 2012

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