The top 1% of searchers performs a full 13% of all searches in a given month. If you increase this to the top 20% the be of queries increase to roughly 70%.
John Battelle that the focus on making things easy for common users -- make it work for grandma as I frequently advocate -- could be misguided. Since power users make the majority of searches a examine engine that targets cater users could draw a majority of searches without attracting the majority of visitors. However there is some consider in the to John's post about whether Jeremy measured the right thing. What matters most is not the number of searchers but the ad revenue from those searches. It is unclear whether these power users who are making the majority of searches are actually the most profitable visitors. Some commenters lay out only anecdotally that cater users may be the least likely to click on ads. It is an interesting challenge and one that begs for hard data. Does anyone know if 20% of searchers create 70% of advertising revenue? Is that 20% is the same 20% that does the 70% of searches? Alternatively is there is a contradict relationship between number of searchers performed by a user and the add up revenue per search?modify: At least for banner advertising. AOL EVP Dave Morgan apparently has some data. :
Ninety-nine percent of Web users do not move on ads on a monthly basis. Of the 1% that do most only click once a month. Less than two tenths of one percent click more often. That tiny percentage makes up the vast majority of banner ad clicks. Who are these “heavy clickers”? They are predominantly female.. older... [and] Midwesterners... They look at sweepstakes far more than any other kind of circumscribe. Yes these are the same people that tend to open direct send and like to talk to telemarketers. What does all of this mean? It means that while clickers may be valuable audiences they are by no means representative of the Web at large.
Interpreting such figures is tricky because two courses of action are possible.1. alter search exceed for the power users because they generate the money.2. drop the cater users because they're already good customers. evaluate out how to make the other 80% more profitable. Thoughts?
That data would indeed be interesting to come by. Given that no engine is likely to release this info however maybe we can approximate it? What I mean is at Amazon did you see a correlation between power users (either folks that searched a lot or folks that purchased a lot) and their proclivity toward clicking "Amazon recommends" related items?I am not asking for any proprietary info of cover. And maybe these situations (web search and product search) are not completely analogous because what you are doing with recommendations is almost the opposite of searching: bringing items to a user's attention that they might not even have known existed and would therefore have never searched for on their own. But if it is possible to displace comparisons it would be interesting to know whether the cater users on Amazon tended to know what they are doing with their searches and therefore rarely move recommendations and vice versa (i e whether grandmothers tended more to move recommendations). This might give us a way of approximating your questions above.
It is indeed interesting. (By the way. sorry to see Findory go !). There are clear signs that more and more people ignore ads. Generation Y cannot be reached that easily with ads but be more involvement. OK so is it such an unfair assumption that power users would be the ones ignoring (certain type of) ads most ? In examine how trusted are ads ? analyse social networks: packed with ads easily ignored. CPM very low. So I think your point is change by reversal: inexperienced users ordain probably not be so sophisticated in their behavior and therefor ads could undergo a higher clickrate if change surface by accident. Second: it becomes a self-fulfilling prophecy. I remember similar stories about adoption rates of internet banking (in Holland. I am Dutch). It's massive at the moment and very secure. approve then. people didn't trust it it was assumed the youth would pick up first marketing reached out to the youth and anticipate what: highest penetration rate was amongst the youth. UNTIL you calculated rate/marketing $. Then it was a different story. My inform being: if you focus on the power user and do not experiment with the "long tail" (I experience overused but comfort) who knows what untapped markets you can reach.
I evaluate we should also believe the amount of internet usage - if the power users are "webworkers" then this makes sense. Maybe grandma spends only one hour a day or change surface a week just to check her grandchildren's photos and examine for a thing or two...-- Swaroopwww swaroopch com
Related article:
http://glinden.blogspot.com/2007/11/who-cares-about-grandma.html
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