- USER PROFILES
- categories of
searcher
- passive
- infrequently
online
- use
popular websites, generally a commercial portal
- natural
language, mother tongue
- looking
for direct information, simple interfaces
- assume
that if they do not find what they want, it is not on the
Internet
- selective
- average
Internet users
- visit
sites they already know to find information
- use search
engines
- prefer
direct and clear format
- look for
sites that seem authoritative
- dynamic
- experienced
Internet searchers
- use a wide
variety of search strategies
- select
information according to
- reliability
- confidence
- relevance
- direct
information
- simple
and clear format
- reliability
of content
- achieve
best results
- based on
personal experience rather than training
- "a
specific problem is the so-called "Production
Paradox", which consists of users often not being
willing to learn basics, if this learning process
seems to hold them up in reaching their primary goal"
- average American
conducts 35 searches per month
- typical online
research interaction can involve 5 to 6 different queries and
interactions with 15 to 20 different sites
- 56.7% of Internet
users use the same search engine/directory
- 30% use a few specific
engines regularly
- 13% use different
search engines for specific searches
- 50% had installed at
least one search toolbar
- Enquiro survey of 24
Canadians
- easily distinguish
between sponsored results and organic ones
- only 14 scrolled
down to check all results before clicking
- four categories
- Scanners and
Clickers
- younger
males
- quick scan
of top three or four listings then click
- Two Step
Scanners
- all males
with average age of 42
- quick scan
of top results for anything that "jumps out"
- return for
more deliberate scan of all organic results
- Deliberate
Researchers
- 60%
female, 40% male comprising 41.6% of group
- read all
organic titles/descriptions before clicking
- thorough
in assessments
- most
likely group to go to second page of results
- 1-2-3-
Searchers
- predominantly
female
- clicks
sequentially after reading titles/descriptions thoroughly
- men
- made quicker
decisions
- spent less
time on sites
- more likely to
have favourite 'vendor' sites
- less resistant
to sponsored listings
- women
- read results
more deliberately
- spend more
time on searches
- spend more
time on sites before making decisions
- Search reports
- KZN Law Society
visitors
- very specific
terms
- significant
number still try Boolean terms
- "hackers
thesis" - Sunday 25 July
- Wordtracker
keywords
- top 300 in
previous 24 hours
- #1 -
cameron diaz
- #7 -
google
- #29 and 37
- thong/s
- #100 -
harry potter
- #203 -
bang bus
- #230 -
[blank]
- top 200 in
last 60 days
- #1 -
google
- #10 and 26
- thong/s
- #41 -
http:
- #95 -
recipes (results on Google = )
- #164 -
mortgage calculator
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