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Who Uses Search Engines to Find Your Business Website?

The majority of users will find your business website the first time through a search engine. But who are these people? Several studies offer the following interesting insights into the population of search engine users:

  • The higher a user’s educational level, the more likely he or she is to access a search engine.

  • The higher a user’s household income, the more likely the user is to access a search engine.

  • The younger the user, the more likely he or she is to use a search engine.

  • A user who has a high-speed connection at home is far more likely to use a search engine than a user with a dialup connection.

  • Rather than try to compete in all sectors, Bing focuses on specific market segment populations, such as people interested in shopping, travel, and sports.

  • Yahoo! and Bing attract slightly older users than Google. Yahoo! attracts a higher percentage of female users.

The following table compares the demographics of U.S. users of Google, Bing, and Yahoo! search.

Demographic Comparison of U.S. Users for Google, Bing, and Yahoo! from March 2011 Estimate
Demographic % Google Users % Bing Users % Yahoo! Users
Gender
Male 50 50 48
Female 50 50 52
Age
3 to 12 5 4 4
13 to 17 15 14 10
18 to 34 36 37 37
35 to 49 26 26 29
Over 50 18 19 21
Ethnicity
African American 9 13 11
Asian 5 5 6
Caucasian 74 68 71
Hispanic 10 12 10
Other 1 1 1
Income
$0 to $30,000 15 15 17
$30,000 to $60,000 24 24 25
$60,000 to $100,000 29 29 28
More than $100,000 32 32 30
Education
No college 44 51 45
College 40 35 40
Graduate school 16 14 15

Source: Quantcast.com

Not all search engines are created equal! Focus your optimization efforts on the search engine used by your target market.

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