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December 08, 2006, by Léon Krijnen

Fifty percent of Google users do not scroll   

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Almost half of all users of Google in The Netherlands rather enter a new search word than bother to scroll. Google hits and ads that don't show up in the very first result screen are becoming futile.

That is, according top the results of a survey presented by Ronald Verschueren from NetMarketing at a meeting for members of NIMA (Nederlands Instituut voor Marketing) in Baarn.

Translation in Dutch at @ DutchCowboys

The effect of less scrolling: ads getting more expensive.

'The trend is less scrolling, and we're expecting to see more and more of less scrolling'. It's something also happening on homepages and landing pages, where visitors also tend to scroll less.'

According to Verschueren, director of NetMarketing Usability Experts, 'the effect is that the price of highest ad positions in Google shall rise. To earn back their investments, it will become more important for advertisers to optimize their sites. Optimised sites will result in a higher percentage of sales, while the ad sense costs will remain the same, so that costs and assets will be kept in balance.

While viewing search results, 48% percent of users do not scroll anymore.

In the Netherlands Google is the by 90% of all Internet users the most used search engine.

The behaviour of Google is the most important factor in determining the success of Google ads.

NetMarketing did the survey regarding insurances, loans, travel and consumer products.

Posted: December 8, 2006 10:32 AM (232 words).   

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