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Search Engine Marketing: Search Users And Usage
eMarketer, Feb 2005, Pages: 32
The Search Engine User
You might be tempted to say, from your own experience, that nearly all Internet users are also search engine users—but it ain't necessarily so. While search's ubiquity might make it appear as if more Internet users visit search sites than any other type, research from the Online Publishers Association (OPA) and Nielsen//NetRatings indicates that content and communications sites have appreciably greater reach than search sites.
Among the four categories of Web sites tracked monthly by the OPA and Nielsen search drew about three out of every four Internet users in Q4 2004. In contrast, nearly 87% of users visited content sites, while more than 80% spent time at communications sites. Only commerce sites, at about 72%, trailed search.
And since the Internet is an established medium, the quarter-by-quarter growth for reach is small no matter what the category. However, only search increased its reach by more than 1% in Q4 2004.
In support of the data from the OPA and Nielsen, comScore's qSearch service found that in March 2004, 73% of US Internet users visited a search engine.
Clearly, then, search is well visited by Internet users, but it's not as universal as some of its adherents might indicate. This does, however, point to possible areas of growth for the SEM market—increasing traffic, especially through specialized search sites, including local and vertical search, as well as comparative-shopping search.
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