UK Consumers’ Google Search Habits Revealed in New Eye Tracking White Paper

Chris Morey < 1 mins

A new research study – The Secret Life of Search – by Manchester marketing agency Red C, has uncovered ten key strategies for success on the Google SERP. Based on eye tracking more than 400 search tasks undertaken by consumers across a range of sectors, the study concludes that search engine evolution is leading to profound changes in the way that consumers discover and buy products and services online.

The research, covering 41 search terms, found that over 80% of searchers choose a familiar or trusted brand first in the Google SERP, and that Google Shopping punches above its weight in ecommerce searches. The study also showed that consumers are increasingly responsive to a range of SERP features including Images, Maps, Featured Snippets and other Google Tabs.

On mobile devices scrolling is faster and more dynamic, and clicks are made deeper on the page, as searchers are less ‘spatially aware’, so the opportunities to win the click beyond the top of the page are greater.

Red C Planning & Insight Director Katy Whittaker, who led the research, added: “We saw that the current Google search interface has really evolved to help consumers make good, fast choices, whatever their search task, with elements combining to influence the click.”

The study includes a wealth of eye tracking videos and consumer insight on a range of sectors across the 10 key findings. “It’s clear that Search Marketing is now the responsibility of the whole Marketing team, not just those with search in their job titles” added Red C Chairman, Adrian Rowe.

The full white paper, with links to eye tracking videos, is now available to download here.

More information:

Adrian Rowe     

Katy Whittaker 

Diana Agop       


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