Research reveals shift in search behaviour

A Bigmouthmedia product story

Edited by the Marketingweek Marketplace editorial team May 19, 2009

Bigmouthmedia statistics have revealed changes in search behaviour as users abandon brand-name searches in favour of a more sophisticated approach to searching for goods and services online.

Despite online shoppers using the search box to access brand sites and browsers such as Firefox and Chrome offering a single bar for both navigation and search, navigational keyword usage in Europe is down this year.

Research conducted by Bigmouthmedia's international offices in Germany, Italy, Spain, UK, France and the Nordics region, reveals a growing tendency among users to employ increasingly complex search terms when looking for information online.

According to the survey, the steady increase in numbers of consumers using the web for entertainment has seen the percentage of keywords accounted for by navigational search fall, while the vast majority of European consumers now use two and three word search phrases to deliver more targeted results when surfing.

Andrew Girdwood, head of search at Bigmouthmedia, said: 'Over the past few years, consumers have become far more savvy about search, and as the recession drives people to hunt for the very best available deals, we are seeing them adopt a sophisticated approach with the majority now employing more complicated phrases to find their way around the web.

The research demonstrates a range of differing approaches from country to country.

Web users in Italy, Britain and Germany were found to demonstrate the most complex search behaviour, topping the table for four-word phrases, while almost a quarter of consumers in France and Spain still rely on a single keyword when tracking down information, goods and services on the internet.

Girdwood added: 'Clearly, the way that users approach the search landscape is changing.

'As consumers continue to become more comfortable with the technology and the sheer volume of online information proliferates, it will be interesting to see how this trend develops over the next few years and how it may force many big-brand companies to reassess their digital marketing strategies.