Marketers who have leveraged search marketing or planning to do so are keen to know the profile of search users and the way they search online. In view of this, Yahoo! Search Marketing has commissioned Synovate to conduct a research to understand the profile and behavior among search users in Hong Kong.
We are glad to organize a sharing session in October and have invited representatives from Synovate to unveil the research findings. In case you have missed it, here are some key findings:
Search marketing should form a key part of a brand's marketing communications strategy.
How often do you use search engines?
- 70% of users search several times a week and one third access them daily
- 71% of usage is during the weekdays, with access happening both at night time and during the day.
- Synovate Media Atlas Survey also showed that in 2007 time spent generally on Internet is second only to TV. The average time spent on Internet is 11.5 hours per week versus 15.8 hours on TV.
High consumer usage and loyalty to Yahoo! Hong Kong
- 95% online information searchers use Yahoo! Hong Kong currently
- 81% of those using a search engine say Yahoo! is the one they use most often.
Search engine influences brand perception of consumers
- 92% of respondents perceived brands or websites appear in the top search result more favorably and are likely to have higher click rate.
- 73% of respondents agree that they would click on the brands in top search results even the brands are not known to them.
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