How do people search online?
Everyone searches online, but how do they search and how often? We asked a group of marketers, in different verticals at brands and agencies, to tell their search stories. Read on for the results!
of participants were under the age of 40
in digital marketing more than 3 years
were managers or specialists
took the survey on a desktop device
How does device play into product research and shopping online?
Desktops/laptops and phones are used at the same rate for online product research, with 50% using a phone and 49% using a desktop/laptop.
77% are using their desktop/laptop computers to make purchases that are over $300. 13% said that they would only buy in-store.
When it comes to items less than $300 though, people buy equally with their phones and laptops/desktops at 48% each. Only 2% said they would buy in the store only.
What kind of ads are you more likely to click on?
ad from a brand they didn’t know
ad related to their location
ad with a star rating
ad with a phone number
What else did they say about ads?
A strong headline and extra informative details are the features that draw them into an ad the most.
47% sometimes use social to search for a product, but most do not.
48% declared that they NEVER find themselves clicking on ads in a mobile app.
65% say they are most likely to appreciate an ad in Google, Bing or Yahoo than social. 76% say that ads add to their experience in search platforms.
People are pretty split on ads in social. 40% said ads annoy them, while 41% said they didn’t have any strong feelings either way towards them.
64% said they would rather not see ads sometimes (but not all the time). 25% stated that ads have helped them discover new things and want to see them.
What’s something that excites marketers? Majority said that they love when there is excellent congruency from an ad to the ad’s landing page.
What’s something marketers still really need to work on? Targeting! 68% responded that they are sometimes served irrelevant ads, while 28% said they are often served irrelevant ads.
Voice Assistants still have a long way to go to show their search value for consumers. 82% answered that they don’t really use voice assistants for searching. Coming from marketers in particular, that number is really surprising! Voice search is a popular topic in the marketing space right now.
Surveys help us keep a pulse on what’s happening in the industry and give you a chance to jump in on the action. We need help from marketers like you! Take 5 minutes and be a part of the results of our annual research series.
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