'Typical Day' Search Usage: U.S. data

http://www.pewinternet.org/pdfs/PIP_Search_Aug08.pdf

The Pew Internet and American Life Study just released their lastest study (see link above). It is focused on how users interact with search engines in a 'typical day'. As consolidated by Rob Garner, here are some of the top level findings below. While this is U.S. based data, I feel that these are interesting areas for us to explore in the types of people engaged with our search campaigns.

The sample group consisted of 2,251 adults, ages 18 and older, surveyed between April 8 and May 11, 2008. The big question in the survey was, "Did you happen to [use an online search engine] yesterday, or not?" -- and yielded 1,553 who said "yes."

- Since 2002, the number of Internet users who search at least once a day has risen from approximately one-third, to almost half, or 49%.

- Overall, the amount of daily search users grew 69% between 2002 and 2008.

- While coming in a close second to email in this study, search beat out other daily Internet activities such as reading the news (39%), checking the weather (30%), researching a hobby (29%), surfing for fun (28%), and visiting a social networking site (13%).

- Daily searchers are more likely to be "socially upscale" and college educated, with an income of $50,000 or more per year.- Searchers with incomes of $75,000 or more were the most active daily searchers (62%), followed by $50,000-$75,000 level, at 56%.

- Internet users with broadband connections were much more likely to search than those with dial-up at home (58% vs. 26%).- Users between the ages of 18-29 and 30-49 were higher-than-average daily searchers (55% and 54% respectively). Of searchers 65 and older, only 27% were daily search users.

- Data dating back to 2002 suggests that men who use the Internet have been more active daily search users.

- Men are generally more aware of the differences between paid and natural search. The study found that men say they have searched more frequently, and are more confident in their search abilities.