Australians' Online Habits

The internet is the most popular source of information about specific products or services, according to a new survey into Australians’ internet search habits.

The online survey, Australian Online Search Habits 2006 asked a series of questions of Australians aged 18-64 years with access to the internet.

The survey found that 96% of online users turned to the internet for information on specific products and services with travel and holiday information the most popular.

In July 2006 Network PR commissioned research agency Galaxy Research to conduct the survey.

The survey findings indicate that the Australian online population has embraced the
use of the internet as a source of information and the internet is now a ‘mainstream’ media being used regularly for news, news updates, and product research.

Key findings included:
– 66% of online Australians turning to the internet for news updates in preference to TV, radio, newspapers or magazines.
– Travel and Accommodation, Personal Electronics and Motor Vehicles are the
leading consumer categories searched.
– When searching online for product and service information, 85% use a search
engine with only 15% going directly to a known website.
– More than half (55%) of those online use search engines for personal use on a
daily basis.
– The online population has a good understanding of the difference between
natural (or ‘organic’) language search results and sponsored or paid links, with
92% saying natural language results are more likely to be relevant.
– When searching, most internet users view the first three pages only (79%).
– Regular (weekly or more) Blog interaction is low at 14%, web casts 7% and pod
casts 5%. Discussion forums – the more established of the interactive medium is
strongest at 22%.

The survey says the internet has cemented its place as an integral resource for gaining information on news, consumer goods and services.