Via Searchenginewatch: la société Enquiro a mené une étude sur la façon dont sont utilisés les moteurs de recherche. Le "focus group" était composé de 24 personnes qui à l'issue de la session ont été classés dans les catégories suivantes:
- Scan And Clickers: These were all younger males. They tend to do a quick scan of the top three or four listings and make a choice from there. If it's a commercial search, they will often scan sponsored links as well. They don't read titles or descriptions carefully, and tend to click on results quickly. In the observed search interactions, the average time before clicking on a link was 8.5 seconds. If nothing relevant appears above the fold, they assume it won't get any more relevant by scrolling down, so they launch another search.
- Two Step Scanners: These were all males but had a higher average age (42) than the Scan And Clickers. This group generally does a quick scan of the top results to see if anything "jumps out." If they don't see anything, they will do a more deliberate scan up and down all the organic results. During this second scan, they will read titles and descriptions more thoroughly. They generally go right for the organic results, but may scan sponsored results after a quick look at the organic listings.
- Deliberate Researchers: This was the largest component of the focus group, with 41.6 percent of the participants matching this profile. It was 60 percent female, 40 percent male. The Deliberate Researcher reads through all the organic titles and descriptions on the results page before making a choice. They tend to be thorough in their assessment and consider their options carefully before making their choice. If there is a profile that is likely to go to the second page of results, they would be found in this group or the 1-2-3 Searchers. They also tend to skip over sponsored listings and go right to the organic ones.
- 1-2-3 Searchers: Like Deliberate Researchers, this group does read titles and descriptions carefully. The difference is that rather than reading all the results and then making a choice, this searcher goes through the listings sequentially, starting with number one. If they find a listing that seems to be what they're looking for, they'll click through to it, perhaps never to return. Like the Deliberate Researcher, they usually skip sponsored listings and go right to the organic ones. In the focus group, it was predominantly female.