LINK DOWNLOAD MIỄN PHÍ TÀI LIỆU "Tài liệu Search Engine Use 2012: Even though online Americans ... ppt": http://123doc.vn/document/1045241-tai-lieu-search-engine-use-2012-even-though-online-americans-ppt.htm
Main findings
Search engine use over time
A February 2012 Pew Internet survey finds that 91% of online adults use search engines to find
information on the web, up from 84% in June 2004, the last time we did an extended battery of survey
questions about people’s search engine use. On any given day online, 59% of those using the Internet
use search engines. In 2004 that figure stood at just 30% of internet users.
As early as 2002, more than eight in ten online adults were using search engines, and as we noted in an
August 2011 report
2
, search is only rivaled by email both in the overall percent of internet users who
engage in the activity and the percent of internet users doing it on a given day. The table below shows
how search compares over time with some other popular online activities.
Over time, search has remained one of the most popular internet
activities
% of internet users who do each activity
Source: The Pew Research Center's Internet & American Life Project tracking surveys, 2002-2012. Social network site
use not tracked prior to February, 2005. For more activity trends, go to pewinternet.org. “Get news online” and “buy
a product online” have not yet been asked in 2012 surveys.
2
See “Search and Email Still Top the List of Most Popular Online Activities,” available at
http://www.pewinternet.org/Reports/2011/Search-and-email.aspx
93%
92%
85%
91%
71%
76%
61%
71%
11%
66%
0%
20%
40%
60%
80%
100%
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Send or
read
Use a
search
engine
Get
news
online
Buy a
product
online
Social
network
sites
6 p e w i n t e r n e t . o r g
Search is most popular among young adult internet users, those who have been to college, and those
with the highest household incomes. These same groups—the young, college-educated, and affluent—
are also most likely to report using a search engine “yesterday.” And while white and black online adults
are more likely than Hispanics to report using search overall, white online adults stand out from all
others as more likely to use search on a given day.
Who uses search?
% of online adults in each group who use search engines
% of each group
who ever use
search engines
% of each group who
used a search engine
yesterday
All online adults
91%
59%
Gender
Male
90
59
Female
92
60
Race/Ethnicity
White
93*
63*
African American
89*
44
Hispanic
79
44
Age
18-29
96
66*
30-49
91
65*
50-64
92
52*
65+
80
38
Education
Some high school
78
34
High school
88*
45*
Some college
94*
65*
College graduate
95*
74*
Household income
< $30,000
84
45
$30,000 - $49,999
93*
54*
$50,000 - $74,999
97*
66*
$75,000+
95*
76*
* Denotes statistically significant difference with other rows in that category
Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking
Survey, January 20-February 19, 2012. N=2,253 adults age 18 and older, including 901 cell
phone interviews. Interviews conducted in English and Spanish. The margin of error is plus
or minus 3 percentage points for internet users.
Asked how often they use a search engine to find information online, just over half of all search engine
users (54%) say they do this at least once a day, a significant increase over 2004.
7 p e w i n t e r n e t . o r g
Search users are turning to search engines more frequently
% of adult search users who use a search engine to find information….
Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking Survey, January 20-February 19,
2012. N=2,253 adults, age 18 and older, including 901 cell phone interviews. Interviews conducted in English and Spanish. An
asterisk (*) indicates a significant difference across years at the .95 confidence level.
Frequency of search engine use varies by age, education and income, with adults under age 50 and
those with more education and higher household incomes using search more frequently than others.
35%
18%
18%
15%*
14%*
54%*
16%
15%
7%
9%
1%
0%
20%
40%
60%
80%
100%
Once a day
or more
3-5 days a
week
1-2 days a
week
Once every
few weeks
Less
often/Never
DK/Ref
2004
2012
8 p e w i n t e r n e t . o r g
Daily searching is most common among younger, more educated and more
affluent search engine users
Frequency of search engine use among each group of search users….
Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking Survey, January 20-February 19,
2012. N=2,253 adults, age 18 and older, including 901 cell phone interviews. Interviews conducted in English and Spanish.
41%
54%*
68%
36%
57%
70%
41%
60%
60%
54%
36%
30%
26%
36%
31%
23%
39%
27%
26%
30%
23%
16%
6%
27%
11%
7%
19%
13%
14%
15%
1%
1%
1%
0% 20% 40% 60% 80% 100%
<30K [n=344]
30K to <75K [n=516]
75K+ [n=507]
HS grad or less [n=515]
Some college [n=423]
College grad [n=667]
50+ [n=756]
30-49 [n=508]
18-29 [n=314]
Total [n=1,614]
Daily
Weekly
Less often
DK/Ref
9 p e w i n t e r n e t . o r g
Google is far and away the most popular search engine
Among search engine users, Google dominance continues and it is far and away the search engine they
report using most often. Fully 83% of searchers use Google more often than any other search engine.
Yahoo is a very distant second at just 6%. In 2004, the gap between these two search leaders was much
narrower. At that time, 47% said that Google was the search engine they used most often while 26%
named Yahoo.
Google is far and away the search engine of choice, preferred by 83% of
search users
% of search users who answered the question: Which search engine do you use MOST OFTEN?
Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking Survey, January 20-February 19,
2012. N=2,253 adults, age 18 and older, including 901 cell phone interviews. Interviews conducted in English and Spanish.
47%
Yahoo
26%
Other
19%
None/DK
8%
2004
83%
Yahoo
6%
Other
6%
None/
DK
5%
2012
10 p e w i n t e r n e t . o r g
Quality of information
Fairly large majorities of search engine users express confidence in these tools and the results they
generate. Not only does a majority believe that search engines are fair and unbiased, they also believe
that most results are accurate and trustworthy. And most say that the quality and relevance of search
results has been improving over time or has not changed, while very few see the quality and relevance
of results declining.
Bias and accuracy
There continues to be widespread faith in search results, and perceptions of fairness and bias have not
changed at all over the past eight years. Roughly two-thirds of searchers (66%) say search engines are a
fair and unbiased source of information. In 2004, 68% of search users said that search engines were a
fair and unbiased source of information.
Asked how much of the information they get in search results is accurate or trustworthy, 28% say all or
almost all and another 45% say most.
Most adult search engine users have faith in the fairness and accuracy of
their results
In general, do you think Internet search engines are a fair and unbiased source of information, or do you think
search engines are NOT a fair and unbiased source?
In general, how much of the information you find using search engines do you think is accurate or
trustworthy?
Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking Survey, January 20-February
19, 2012. N=2,253 adults, age 18 and older, including 901 cell phone interviews. Interviews conducted in English and
Spanish.
66%
20%
3%
10%
0% 20% 40% 60% 80% 100%
Based on
search
users
[n=812]
Yes, fair and unbiased
No, not fair and unbiased
Depends (VOL)
DK/Ref
28%
45%
22%
3%
1%
0% 20% 40% 60% 80% 100%
Based on
search
users
[n=802]
All or almost all
Most
Some
Very little/None
DK/Ref
11 p e w i n t e r n e t . o r g
Younger search engine users have more faith in the results they get. 72% of 18-29 year-olds say that
search engines are a fair and unbiased source, compared with 65% of 30-49 year-olds, 67% of 50-64
year-olds, and just 54% of search users age 65 and older.
Where accuracy and trustworthiness are concerned, women are slightly more likely than men (76% v.
69%) to feel that all or most of the results they get are accurate and trustworthy. Search users living in
the highest income households are also slightly more likely than others to believe that all or most of
their results can be trusted.
Relevance and quality over time
Half of adult search users (52%) say search results have gotten more relevant and useful over time, while
just 7% see them as getting less relevant or useful. The remaining 40% see no change over time. A
similar question about changes in the quality of information over time yields similar results. Just over
half of adult search users (55%) say that in their experience the quality of search results has gotten
better over time, while 4% say the quality has gotten worse.
Most adult search engine users say the relevance and quality of results
are improving over time
Overall, in your experience, are search engine results getting MORE relevant and useful over time, LESS
relevant and useful, or have you not seen any real difference over time?
Overall, in your experience, is the QUALITY of the information you get using search engines getting BETTER
over time, WORSE over time, or have you not seen any real difference?
Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking Survey, January
20-February 19, 2012. N=2,253 adults, age 18 and older, including 901 cell phone interviews. Interviews
conducted in English and Spanish.
52%
7%
40%
1%
0% 20% 40% 60% 80% 100%
Based on
search
users
[n=812]
More relevant
Less relevant
No difference
DK/Ref
55%
4%
39%
2%
0% 20% 40% 60% 80% 100%
Based on
search
users
[n=802]
Better
Worse
No difference
DK/Ref
12 p e w i n t e r n e t . o r g
Adult search users under age 50 are slightly more likely than older search users to feel the quality of
search results is improving over time. Older adult search users, in contrast, are more likely to see no
difference in quality. There are no notable demographic differences where perceptions of relevance are
concerned.
Search users under age 50 are slightly more likely to say the quality of
results is improving over time
Overall, in your experience, is the QUALITY of the information you get using search engines getting BETTER
over time, WORSE over time, or have you not seen any real difference?
Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking Survey, January 20-February
19, 2012. N=2,253 adults, age 18 and older, including 901 cell phone interviews. Interviews conducted in English and
Spanish. An asterisk (*) indicates a significant difference across age groups at the 95% confidence level.
Searchers’ experiences and perceptions of their own abilities
Search engine users not only have confidence in the information they get using these tools, they also
have confidence in their own search abilities and report finding what they are looking for most or all of
the time.
In 2012, just over half of search users (56%) say they are very confident in their search abilities, which is
a small but significant increase over 2004 when 48% felt this confident. Another 37% of search users
today describe themselves as somewhat confident, with fewer than one in ten saying they are not too or
not at all confident in their ability to use search engines to find information online.
58%*
50%
5%
3%
36%
45%*
1%
3%
0% 20% 40% 60% 80% 100%
Search users
18-49 [n=419]
Search users
50+ [n=367]
Better
Worse
No difference
DK/Ref
13 p e w i n t e r n e t . o r g
Search users are only slightly more confident in their search abilities than
they were in 2004
How CONFIDENT do you feel about your own searching abilities when using a search engine to find
information online?
Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking Survey, January 20-February
19, 2012. N=2,253 adults, age 18 and older, including 901 cell phone interviews. Interviews conducted in English and
Spanish. An asterisk (*) indicates a significant difference across years at the 95% confidence level.
Search users under age 50 are more likely to say they are very confident in their search abilities when
compared with those age 50 and older (64% v. 40%), as are search users who have some college
education when compared with those who do not (64% v. 45%). And while 68% of adults living in
households with incomes of $75,000 or greater say they are very confident in their ability to find
information online using search engines, the same is true of only about half of adults in all other income
ranges.
In addition to expressing more confidence, search users in 2012 are also slightly more likely than they
were in 2004 to say that they always find the information they are looking for. While 29% of search
engine users today say this is the case, just 17% reported the same in 2004. Still, in both 2012 and 2004,
the majority of search users say they find what they are looking for most of the time, but not always.
While there are few notable demographic effects in terms of one’s perception of their ability to find
what they are looking for, the one group that stands out in this regard is adults living in the lowest
income households. This group is more likely than any other to say they always find what they are
looking for, with 37% reporting this.
48%
56%*
44%*
37%
6%
5%
2%
1%
0% 20% 40% 60% 80% 100%
2004 search
users [n=1,165]
2012 search
users [n=802]
Very
Somewhat
Not too
Not at all
DK/Ref
14 p e w i n t e r n e t . o r g
Search users in 2012 are more likely to report always finding the
information they are searching for
When you use a search engine to look for information online, how often do you actually FIND the
information you’re looking for?
Source: The Pew Research Center's Internet & American Life Project Winter 2012 Tracking Survey, January 20-February
19, 2012. N=2,253 adults, age 18 and older, including 901 cell phone interviews. Interviews conducted in English and
Spanish. An asterisk (*) indicates a significant difference across years at the 95% confidence level.
More search users report more positive experiences than negative
experiences
Given the largely positive view of the quality of information search engines yield, and their own search
abilities, it is not surprising that many search users report positive experiences using these tools. More
than eight in ten searchers say they have learned something new or important using a search engine
that really helped them or increased their knowledge. And half say they were able to find a really
obscure fact or piece of information using a search engine.
Yet despite these positive occurrences, many respondents also report having experienced the downside
of search. Four in ten searchers say they have gotten conflicting or contradictory search results and
could not figure out what information was correct. About four in ten also say they have gotten so much
information in a set of search results that they felt overwhelmed. About one in three have had the
experience of discovering that really critical or important information was missing from search results
they got.
17%
29%*
70%*
62%
11%
7%
1%
2%
0% 20% 40% 60% 80% 100%
2004 search
users [n=1,165]
2012 search
users [n=812]
Always
Most of the time
Only sometimes
Hardly ever
DK/Ref
Không có nhận xét nào:
Đăng nhận xét