about.com: three mindsets of search

8/3/2019 About.com: Three Mindsets of Search

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Three Mindsets of Search


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Table of Contents

Methodology............................................................

Top Findings & Insights...........................................

Understanding Search Types..................................

Everyone Engages in All Three Types of Search....

The Expansion of the Definition of Expertise...........

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Page 4

Page 5

Page 9

Page 17

Page 21


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Methodology


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Methodology

About.coms Three Mindsets of Search research study was conducted in conjunction with

Latitude with a national sample of 928 Americans, age 21-54/HHI $50,000+. This online

qualitative survey followed an initial qualitative series of 22 in-depth phone interviews,

followed by a 20-member innovation panel responding through self-recorded video and an

online survey. All participants in the qualitative phase were recruited through a national

sample of Americans age 21-54/HHI $50,000+. The search type segmentation

encompassed 59 variables of search behavior, and was developed through cluster

analysis. The study was conducted between March 7 and June 2, 2011.

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Top Findings and Insights


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Top Findings & Insights

Study revealed three distinct search types:

1. Answer Me (46% of all searches)People in a answer me search wantexactly what they ask for, and no more, delivered in a way that allows them toget to it as directly as possible.

2. Educate Me(26% of all searches)People in an educate me search want360 degrees of understanding, and multiple perspectives on critical topics.They will search until their goal is achieved this may stretch over longperiods of time and through related topics.

3. Inspire Me(28% of all searches)The fun browsy type of search, where

people are looking for surprises, have open minds and want to be led.

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Study also revealed the meaning of expertise is evolving.

The meanings depend on the search type, search category and searchintensity.

96% of those surveyed include self-taught allies with deepexperience and motivation.

87% of those surveyed include traditional credentialed experts,who are formally educated.

89% of those surveyed include the wisdom of crowds; other

experienced users in social or outside networks.

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Peoples behaviors, needs and preferences in the offline world drive their

behaviors and preferences online.

Understanding how human behavior affects patterns in search behaviors

can help marketers understand and connect with the people that use

their products

The right kind of advertising could be the expertisepeople are looking for

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Understanding

Search Types


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Three Search Types Identified

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46%

26%

28%

% of all searches

Answer Me

Educate Me

Inspire Me


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Answer Me (46%)

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Its 8:15 AM. Im in from out of townon a business trip. Wheres theclosest Starbucks?

Mindset: Give me what I want, nothing more,nothing less.o People in a answer me search want the right

information in a setting that allows them to get to it asdirectly as possible no extra info needed!

Despite the speed of a Answer Me search,not all are urgento Whats that actors name again?

Top Categories:

1. Entertainment

2. Fashion/Beauty/Style


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Align with content that

presents quick, easy-to-find answers

How marketers can capitalize on an Answer Me moment

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Keep product benefits front

and center in messaging


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Educate Me (26%)

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Does it still make sense for me to buya home?

Mindset: Help me understand the things thatmatter most - dont spare any details.

o Educate me searches are about things that areimportant. People are looking for a 360o understanding.

Educate Me searches usually span longer periods oftime and many different siteso People in an educate me search will search until goal

is achieved this may stretch over long periods of timeand through related topics

Top Categories1. Health2. Finance


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presents in-depthinformation and resources

How marketers can connect with people in anEducate Me mindset

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Messaging thats informative

and provides opportunity tolearn more about the topic frommultiple angles


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Inspire Me (28%)

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Where can I go on safari withmy husband?

Mindset: Excite and inspire me about the things Ilove, but I have an open mind and am ready to be ledo People in a inspire me search want to be taken

somewhere

Despite the relaxed state of an Inspire Me search,it can be always on.o People often search on the same two or three topics

when they get a spare moment.

Top Categories:1. Travel2. Home & Garden


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Too many ideas are neverenough! People will consumeinspiration content in multipleformats on the same topic as longas it excites their imagination

How marketers can connect with people in anInspire Me mindset

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inspires creativity andoffers endless choices


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Everyone Engages in

All Types of Search


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105

94 9695103 100

Answer Me Educate Me Inspire Me

Men

Women

Index vs. Total Respondents (100 = average)

Types of searches are not gender-specific

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94102

110106

9890


Age 21-34

Age 35-54

And are largely not age-specific, either

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Higher income Americans are significantly more likely to engage in Answer mesearches, but they also conduct educate me and inspire me searches.

52

97 102

174

10597


HHI $50K-$99.9K

HHI $100K+

Income plays a factor in Answer Me searches

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The Expansion of the

Definition of Expertise


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The definition of Expertise is Expanding

The concept of expertise has evolved from what it once was and peoplenow want guidance from a range of experts.

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Stephanie GallagherGuide to Cooking for KidsMother of two and an award-winning food writerwhose passion is cooking delicious, healthy foodsthat kids will enjoy.

96%The Ally

Vincent Iannelli, M.D.Guide to PediatricsPracticing board certified pediatrician, Fellow ofthe American Academy of Pediatrics and is theauthor of The Everything Father's First Year Book.

87%Credentialed

Experts

89%Social/

Wisdom of Crowds
http://www.netplaces.com/fathers-first-year/http://pediatrics.about.com/bio/Vincent-Iannelli-M-D-8777.htmhttp://www.netplaces.com/fathers-first-year/http://kidscooking.about.com/bio/Stephanie-Gallagher-34731.htm


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Different Experts Are Valuable in Different Types of Search

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Answer MeExperts less important

Educate Me

Credentialed Experts, Some Allies

Inspire Me

Allies and social sources


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Consumers can see Brands as Experts

Advertising can be the expertise people are looking for, as long as it is theright kind.

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88%The best ads are the ones

that work with the

information source to help

you get what you need

86%I notice and enjoy whenbrands stop trying to sellyou something and focuson teaching something

77%Ads can be useful when

theyre very relevant tomy search 64%

Ads have helped me find

great options, deals ordiscounts

% respondents agreeing with statement


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Rethinking Campaigns

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EvolvingAttitudesTowards

Advertising

ExpandedDefinition of

Experts

Peoples

SearchPatterns

A real opportunity for Marketers to thinkabout campaigns in a whole new light

+ +


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Meredith WorshamManager of Communications, the About Group

[email protected]

212.204.2617

@AboutGroupPR

Contact Us For Further Information

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mailto:[email protected]:[email protected]


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Who we are

About The About GroupThe About Group comprises the Web sites About.com, ConsumerSearch.com and

CalorieCount.com. About.com is a valuable platform for content that helps users solve thelarge and small needs of everyday life. ConsumerSearch.com analyzes expert and user-generated consumer product reviews and recommends the best products to purchasebased on the findings. CalorieCount.com is an online resource that helps users solve theeveryday challenges of losing weight and living a healthy lifestyle.

About LatitudeFor nearly two decades, Latitude Research has helped leading media companies anticipateand take advantage of new technologies and associated shifts in audience behaviors todeliver new, engaging forms of content and advertising. With deep expertise in advertisingeffectiveness research, Latitude works regularly with clients such as ESPN, Food Network,MTV Networks, NBC Universal, Yahoo! and About.com to measure the impact of multi-platform (web, mobile, and TV) campaigns and guide future campaign development.
http://cts.businesswire.com/ct/CT?id=smartlink&url=http://www.about.com/&esheet=6774457&lan=en-US&anchor=About.com&index=5&md5=f25a5290512560e648a6eacd1d395694http://cts.businesswire.com/ct/CT?id=smartlink&url=http://www.consumersearch.com/&esheet=6774457&lan=en-US&anchor=ConsumerSearch.com&index=6&md5=7bf89ed3c2e56e4ab84a413eb9e5804chttp://cts.businesswire.com/ct/CT?id=smartlink&url=http://caloriecount.com&esheet=6774457&lan=en-US&anchor=CalorieCount.com&index=7&md5=11db07d5e12b4f260bb496460656ec43http://cts.businesswire.com/ct/CT?id=smartlink&url=http://About.com&esheet=6774457&lan=en-US&anchor=About.com&index=8&md5=36852eb33617a2077e734f3dba953481http://cts.businesswire.com/ct/CT?id=smartlink&url=http://www.consumersearch.com/&esheet=6774457&lan=en-US&anchor=ConsumerSearch.com&index=9&md5=faa8fcd822f133ab7b56cbf998d23a7bhttp://cts.businesswire.com/ct/CT?id=smartlink&url=http://caloriecount.com&esheet=6774457&lan=en-US&anchor=CalorieCount.com&index=10&md5=898a8cbf6690df1d44f458394f893cd5http://www.about.com/http://www.about.com/http://cts.businesswire.com/ct/CT?id=smartlink&url=http://caloriecount.com&esheet=6774457&lan=en-US&anchor=CalorieCount.com&index=10&md5=898a8cbf6690df1d44f458394f893cd5http://cts.businesswire.com/ct/CT?id=smartlink&url=http://www.consumersearch.com/&esheet=6774457&lan=en-US&anchor=ConsumerSearch.com&index=9&md5=faa8fcd822f133ab7b56cbf998d23a7bhttp://cts.businesswire.com/ct/CT?id=smartlink&url=http://About.com&esheet=6774457&lan=en-US&anchor=About.com&index=8&md5=36852eb33617a2077e734f3dba953481http://cts.businesswire.com/ct/CT?id=smartlink&url=http://caloriecount.com&esheet=6774457&lan=en-US&anchor=CalorieCount.com&index=7&md5=11db07d5e12b4f260bb496460656ec43http://cts.businesswire.com/ct/CT?id=smartlink&url=http://www.consumersearch.com/&esheet=6774457&lan=en-US&anchor=ConsumerSearch.com&index=6&md5=7bf89ed3c2e56e4ab84a413eb9e5804chttp://cts.businesswire.com/ct/CT?id=smartlink&url=http://www.about.com/&esheet=6774457&lan=en-US&anchor=About.com&index=5&md5=f25a5290512560e648a6eacd1d395694

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