expertSEM

Pew Research recently released survey findings that highlighted the growth of search engine use among internet users. In 2002, only one-third of all internet users performed online search; today, that statistic has increased to nearly one half (49%).

According the Pew Research, search is now the second most common usage of the internet, falling behind email (60%). Other uses stated by participants were checking news (39%), checking weather (30%), researching hobbies (29%), surfing for fun (28%) and using social networking sites (29%). Participants were asked if they engaged in these activities yesterday, which is generally accepted as a true representation of a normal day. The survey, conducted by Pew Research’s Internet & American Life Project, took place in April and May 2008; over 2,000 individuals 18 and over were interviewed.

The research yielded other interesting results regarding demographics. Individuals that use search engines on a normal day typically have a higher education (strongly agree!) and higher income (mmm, that’s debatable). Additionally, younger internet users are more apt to search (makes sense, they’ve had more experience and been exposed to the internet for most of their lives) as well as males (I could launch into a long rant on why I believe this is, but I will spare you the feminist frenzy).

Pew Research cites a few reasons for the increase in search engine use: (1) site-specific search engines on nearly every website; (2) ubiquity of broadband internet connections at home; and (3) fine tuning of search engines and consumer confidence in results they deliver.

I am somewhat surprised at these findings; based on personal experience and the demand for our services, I would think the figures would be much higher. I realize that we may be the choir, but there’s rarely an hour, let alone day, that goes by that I don’t use a search engine, whether I am at work or at home. The verb google peppers my daily speech nearly as much as eat, drink and sleep. But it’s not just me and my search marketer cronies—nearly everyone I know (my mother excluded, but my 75 year-old grandfather included) uses search engines almost maniacally. And thanks to the iPhone, if I need to know the actor who played Harold in Harold and Maude or the meaning of the world gerund while at a restaurant, all I have to do is type in a few words and, lo and behold, I am able to smugly say “I told you so” (or humbly hang my head after being proven wrong, which is more likely the case). To me, learning that just half of internet users search comes as a bit of a shock.

While I sometimes think I may need to curb my searching habits—I fear a dependency that is bordering on addiction—I ultimately believe search is a blessing. The improvements made by both search engines and search engine marketing professionals have made it more relevant and easier to find information, products and services. All of which I am extremely thankful for and, I am inclined to wager, so are more than 49% of internet users. Although, one quick search delivering the Pew Research findings and my head would droop in humility.