Super-Spenders use Organic Search; Others, Not So Much

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Craig Smith  |  Founder & CEO

According to a recent survey of over 4,600 adults conducted by Forrester, most people have found their recently discovered websites, or their online information through organic search. Not surprising right? Well the following top ways that people find their information might be a little unusual.

While organic search takes the lead with 36% (not as high as you were expecting, right?), Facebook actually comes in at a close second, with 25% of people surveyed getting the majority of their information from the social media heavyweight.

The tube doesn’t come far behind that either: TV ads came in third place with 23% of the vote, and TV shows are fourth at 21%.

Sponsored search engine results are trailing towards the bottom with only 11%, and Twitter comes in dead last with 8%.

While these unusual numbers may seem disheartening, there’s still hope for search marketers. Users who spent over $1,000 online over a three month period, dubbed Super-Spenders, are much more likely to turn to organic search results for information.


These numbers might make a little more sense. Instead of the 36%, Super-Spenders say they get 46% percent of their information from organic search results-great news for search marketers looking to get their messages across to users who are looking to buy.

They also say that Facebook is a large source of information, with 37% claiming that as their preferred source. Twitter got a big boost, coming in with 20% versus the 8% of the general population surveyed, while sponsored search comes rambling in nearly dead last.

What Marketers Say

Apparently it was honesty hour when marketers were asked if they felt that they were changing consumer behavior, with only 16% say they felt that they were on top of it. This lower number could be contributed to that fact that search marketing is a lot more convoluted than previous years.

Instead of just worrying about being highly ranked in Google, search marketers now also have to worry about where they rank in things like Facebook and mobile search. Many marketers have turned to cross-channel marketing, but those are rarely measured.

So what does all this mean? Consumers are willing to invest time and money into what you give them, provided that you give them something that will pique their interest. They’re willing to look into things more, and are also expecting things in a timely matter. When they search for something, they expect to find what their looking for within seconds, and if they can’t then they will move on to somewhere else.

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