Bigmouthmedia Research Reveals Pressure On Brands
Released
on: May 19, 2009, 7:33 am
Author: Iain Bruce
Industry: Internet
& Online
Bigmouthmedia
has published statistics revealing 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 like Firefox and Chrome offering a single bar for both
navigation and search, navigational keyword usage in Europe is
down this year. Conducted by bigmouthmedia's international offices
in Germany, Italy, Spain, UK, France and the Nordics region, the
research simultaneously reveals a growing tendency amongst 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.
"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're seeing them adopt a sophisticated
approach with the majority now employing more complicated phrases
to find their way around the web," said Andrew Girdwood,
Head of Search at bigmouthmedia.
The
research demonstrates a range of differing approaches from country
to country. Web users in Italy, Great 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."
About
bigmouthmedia
Founded in 1997, bigmouthmedia is Europe's largest independent
digital marketing agency. With a team of over 200 staff located
across 13 offices in 10 countries on 3 continents, the company
maximises exposure for major brands online through a variety of
fully integrated digital marketing channels: Search engine optimisation,
PPC, Online Media Planning, Affiliate marketing, Social Networking,
Brand Monitoring, Online PR and Web Analytics. Bigmouthmedia also
provides up to date daily digital marketing news along with a
series of bigmouthmedia tools
to ensure clients are fully informed and aware of all industry
developments.
Contact Details: For further media information
please contact
Iain Bruce
Media Strategist
bigmouthmedia
51 Timberbush
Edinburgh
EH6 6QH
(44) 131 555 4848
Bigmouthmedia on Twitter
(http://twitter.com/bigmouthmedia/)
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