SEL: Yahoo Investigates Search Behavior of Parents-to-Be and College Students

check out the Digging into Search swicki at eurekster.com

Search marketing in the new media era.

October 13, 2005

Yahoo Investigates Search Behavior of Parents-to-Be and College Students

I got an email about it, but Erin Bradley was there. Here's her rundown on the "Yahoo Life Series search marketing event."

From the email:

The Life Series research was developed based on the belief that adults go through various life events -- experiences that fundamentally change the way a person lives their life -- throughout the course of their lifetime. These events could include going to college, having a baby, moving to a new city and retiring. Yahoo! Search Marketing has identified 10-15 such life events to explore in this research study. The first two life events explored in the series were going to college and having a baby.

The initial key findings in this research revealed that people experiencing such events share certain common characteristics including a desire for trusted information sources, heavy reliance on research prior to making decisions and increased time spent on research during their life event.

Additional key findings from the research include:

- 86% of new parents-to-be said they use the Internet to search about information on pregnancy, as compared to books (68%), friends/family (53%), and magazines (37%).
- 54% of new parents said search simplified their lives more so than magazines (17%) or TV (10%)
- 81% of college students rate search as their best source of information, followed by friends and family (64%), newspaper (36%) and TV (24%)

Garrett French - MarketSmart Interactive | permalink | +marktd |

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