Search engines are one of the top ways consumers of all ethnicities find and
get information on businesses. African-American consumers are also frequent visitors to search engines and a majority have taken action because the searches they perform.
• Over 60% have made an in-store purchase because of a search
• 58% have visited a retailer
• Nearly 60% have had a discussion because of a performed search
• Over 40% have recommended a brand, company or service because of a search
• Nearly 30% looked for more information offline after performing a search
What Does This Mean To You?
Search engines give your company or service great visibility, if you know how to leverage them. The majority of consumers do not look past the first page of a search engine. In fact, most click on the first entry. By optimizing your web presence, you can make sure your listing is elevated and getting the visibility you need to be successful. Not being optimized means your competitors are much more likely to be seen by consumers. For more information on how to get real results from search engines, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Supervisor
Source: Google, Global, Hue, OTX; The 2011 Scarborough Multi-Market Study, Release 1