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What Does Your Search Engine Say About You?

Wunderman recently did a study by surveying 17,000 people and found unqiue profiles and purchasing trends among partisans of the top-three web search providers – Google, Yahoo & Bing.


According to the study, if you are a user of Bing, you’re probably an early adopter, but you also prefer to visit, shop and ultimately make purchases from Walmart when compared with other search-engine users. Google searchers, on the other hand, are customers of Target and Amazon, and Yahoo searchers have a strong preference for wireless service provider AT&T and Sprint.

Advertising Age reports:

The study, being released next week, was conducted by Wunderman (an agency partner of Microsoft), along with BrandAsset Consulting, Zaaz and Compete. It is intended to determine the profile of search-engine-brand loyalists and identify how search engines are changing consumer behavior and helping to build brands.

“It’s going to wake people up because it’s a new wrinkle,” said David Sable, vice chairman-chief operating officer, Wunderman. “What this means if you are managing a brand is that you need to know how consumers relate to Bing, Yahoo or Google and how that reflects on you.”

It is very interesting that the findings sort of indicate that the different search engine consumers has a different perception on the big brands and the search engines really influence their decisions that they make while they are on those sites. The study found different degrees of consumer engagement, from visiting to purchasing, based on the search engine used and the brands and vertical categories studied — automotive, travel, retail and wireless.

Below is a small summery of the findings:

  • Google users are more likely to book a flight online at JetBlue or make a reservation on Hotwire.
  • Google users tend to do research on a Lexus, while Bing users tend to like Toyota cars more.
  • AOL customers feel less intellectual than their peers and are usually 55 and older. They spend their money more responsibly, want to blend in to the crowd, feel like they’ve gotten a raw deal out of life, expect less from their future and, believe it or not, still use dial-up modems.
  • Bing users are middle-aged, highly educated tech-savvy individuals who consider themselves to be average and spend more than 10 hours a week online.
  • Googlers tend to be the average internet Joe. They are usually conventional people yet open to trying new things, believe in following rules and don’t consider themselves any smarter or less intelligent than the person next to them.
  • Yahoo users tend to be 55-plus, reserved and a less-independent group with little faith in imagination. They feel they have little control over their future and are skeptical and cautious of new or untried ideas.

Discussion on Techmeme

So, what do you think ?