Buyers and people looking for information interpret search results differently

A Dutch eye tracking study reveals that searchers looking for something to buy read search results differently than people looking for information.

According to De Vos & Jansen Market Research and Search Engine Mediabureau Checkit the study proves that buyers view more search results and are more brand orientated than information searchers.

The main conclusions are:

1. Consumers view a search result for 1,1 second.
2. 98% look at the organic search results.
3. 96% look at the top (three) sponsored search results.
4. 31% look at the sponsored search results on the right.
5. Buyers view more search results (10) and take more time to view the results (11,4 seconds). They also focus on familiar brand names.
6. Information searchers view fewer search results (8) and spend less time on each listing (9,4 seconds). They pay more attention to contents than to brand names.

The authors argue that it is important to gain a high position in the organic (i.e. regular) search results as these results are viewed longest and most often by consumers.

According to this study searchers will click on search engine listings if they include elements like known, reliable brands, descriptions of interesting website features, price indications, and references to the variety of products on the site.

The survey was based on responses from 50 respondents, who looked at search results from Google, MSN, European Lycos, and the Dutch search sites Ilse, and Kobala.

The respondents were searching for five popular e-commerce products: a loan for a renovation, a second-hand car, a car insurance, an airplane ticket to New York and a Philips mp3 player. Half of the respondents were given queries aimed at finding information about these products. The other half were searching for the same product but with the intention to buy.

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