Recent Survey Finds Whatever it Wants to Find
When I looked at my list of action items for today I realized there was much to do in the world of client services, so much so that I was hoping I wouldn’t have to post a blog. However after seeing the posting on Search Engine Land that read “7 out of 10 Americans Experience Search Engine Fatigue” I knew more work was about to be put on my plate.
The survey shows a variety of bulletproof facts compiled by Kelton Research concerning the current “state of search.” Below is a small sample of some of the findings:
…72 percent of online searchers are experiencing “Search Engine Fatigue,” meaning they become impatient or frustrated when they are unable to quickly find the exact information they need…
…Of those experiencing this modern day ailment, three out of four physically leave their computer without finding the information they are looking for…
…65.4 percent of Americans say they’ve spent two or more hours in a single sitting searching for specific information on search engines…
Physically leave their computer? Naturally after reading that fact I thought to myself, “If 3 out of 4 people are frustrated enough to leave the den and move to the foyer because of my shoddy optimization, then I’m out of a job. Awesome—half day.” However after doing some research (that took a shade under a minute) I found that Autobytel.com, the first online car-buying site, was opportunely conducting this study.
Let me stop you right here. If you think Autobytel is trying to sway traffic from the search engines directly to the Autobytel site you are mistaken because according to the survey “67% feel that third-party sites such as Autobytel are “mostly similar,” without offering “substantial differences.” However if you think Autobytel is trying to sway traffic from the search engines to their new flagship site Myride.com you are correct because according to the survey Myride.com is the “antidote for consumers who experience “Search Engine Fatigue” through its industry-specific results designed to connect consumers to all things automotive from across the Web.”
Now I’m all up for studies that make a case for new products or service offerings, but why pick on search engines? Why not Starbucks? Oh right, because on a previous study from Kelton Research 89% of respondents said they would rather give up Starbucks for a year than go without WiFi. A VoIP provider sponsored that survey.
As mentioned before I’m all up for studies making a case for new products or services. It’s good practice, but only if its accurate; and only if it allows the product to speak for itself without having to bring in an irrelevant third party. Bringing in the search engine industry for this study was an extraneous ploy for ground-breaking material (link bait). However after reading the disclaimer that: “…Although it is Kelton Research’s intent to provide accurate and up-to-date information, no warranty, express or implied, is made regarding accuracy, adequacy, completeness, legality, reliability or usefulness of any information contained on the pages of this site,” I’m not surprised.
I will however be looking forward to the next Kelton Research study “Bicycles: Erosion’s Friend, Environment’s Foe,” sponsored by Oil Refineries ‘R’ Us.
