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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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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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Top Findings & Insights
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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Top Findings & Insights
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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Align with content that
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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Align with content that
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
Answer Me Educate Me Inspire Me
Age 21-34
Age 35-54
And are largely not age-specific, either
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Index vs. Total Respondents (100 = average)
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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
Answer Me Educate Me Inspire Me
HHI $50K-$99.9K
HHI $100K+
Income plays a factor in Answer Me searches
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Index vs. Total Respondents (100 = average)
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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.htm8/3/2019 About.com: Three Mindsets of Search
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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
mworsham@about.com
212.204.2617
@AboutGroupPR
Contact Us For Further Information
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mailto:mworsham@about.commailto:mworsham@about.com8/3/2019 About.com: Three Mindsets of Search
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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.
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