Flemington, NJ, November 9, 2009 – A new media study among 295 viewers of a news clip featuring Google’s new Dashboard, which allows users to view information about their previous searches, revealed that more than one-third of viewers (38%) reported that they will use Google’s search engine less frequently after learning of the feature.
The study was conducted by HCD Research using its MediaCurves.com® website on November 6-9 to obtain viewers’ perceptions of a news clip about Google’s new Dashboard feature. To view interest curves and detailed results go to: www.mediacurves.com.
Among the viewers who reported that they would use Google less, more than half (52%) reported that they would use Yahoo as their alternative search engine. In addition, the average confidence rating, which was measured on a scale from 1-7 with regard to the confidentially of their online searches, decreased from 4 to 2 after viewing the video. Nearly half of the viewers (48%) stated that they were “not at all comfortable” with search engine companies monitoring and collecting data from their searches.
Among the findings:
After viewing this video, how will your use of Google’s search engine change?
|
|
Total |
|
I will use Google's search less |
38% |
|
I will use Google's search more |
6% |
|
I will use Google's search the same amount |
50% |
|
I will still not use Google's search |
5% |
Which search engines will you use as an alternative to Google?
|
|
Total |
|
Yahoo |
52% |
|
Bing |
29% |
|
Ask.com |
12% |
|
AltaVista |
3% |
|
ChaCha |
0% |
|
Lycos |
2% |
|
AOL Search |
6% |
|
Other |
24% |
Please rate on a scale of 1-7 how confident you are that the information you view on the internet is confidential and can only be seen by you, where 1 represents “Not at all confident” and 7 represents “Extremely confident.”
|
|
Before Video |
After Video |
|
1- “Not at all confident” |
9% |
46% |
|
2 |
15% |
19% |
|
3 |
15% |
12% |
|
4 |
17% |
9% |
|
5 |
20% |
7% |
|
6 |
17% |
4% |
|
7- “Extremely confident” |
8% |
3% |
|
Mean |
4 |
2 |
Please rate on a scale of 1-7 how comfortable you are with search engine companies monitoring and collecting data from your searches, where 1 represents “Not at all comfortable” and 7 represents “Extremely comfortable.”
|
|
Before Video |
|
1- “Not at all comfortable” |
48% |
|
2 |
19% |
|
3 |
13% |
|
4 |
7% |
|
5 |
7% |
|
6 |
4% |
|
7- “Extremely comfortable” |
3% |
|
Mean |
2 |
While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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