D E P R I V AT I O N R E S E A R C H S T U D Y

STEPHANIE ARION SHAMYIA HENDERON AERIKA JOYNER CAMERON LEWIS

It all began in 1995 with two PhD students at Stanford University.

They collaborated on ways to organize the infinite amount of information on the

web.

Together they created a brand that would change our lives forever.Meet Larry Page

and Sergey Brin.

EST. 1998

Landslide

o Google processes more than 40,000 searches per second. o Holds 67% market share o Bing: 19% Yahoo: 10%

Google Gets a Spot in the Dictionary goo·gle [goo-guh l] 1. Noun, Trademark

o Brand name of a leading Internet search engine, founded in 1998.o Origin, googol: 1010, the number 1 followed by 100 zeros.

2. Verb, used with object (often lowercase)o To search the Internet for information about a person, topic, etc. o “We didn’t have a dictionary, so we googled the definition.”

OverviewN i n e o u t o f t w e l v e p e o p l e c o m p l e t e d t h e s t u d y .

O b s e r v e d w i t h f o u r t e e n d a i l y q u e s ti o n n a i r e s .

Extremely difficult

Difficult Somewhat difficult

P r e d i c ti o n o f d i ffi c u l t y .

4

2

3

Results“This is going to be

harder than I thought.”

Daily Number of Searches

31%> 10 searches

25%No searches

35%1-5 searches

9%5-10 searches

Redirect From Google

None 1-5 times 5-10 times >10 times

38%41%

7%

14%

“What makes i t difficult to not use Google i s the fact that my cel l phone, laptop, and the computers on campus

automatical ly pul l up Google.”

62% of the time participants had to redirect

away from Google.

Google is Everywhere

Use of Substitutes

Yahoo Bing Other Ask.com

40%

31%

22%

7%

o Founded in 1994 by two PhD students also at Stanford University – o One year before Google founders met. o Four years before Google was founded.

o Mission: To make the world's daily habits inspiring and entertaining –

whether you’re surfing the web, emailing friends, or just checking the weather

o Founded in 2009 by Microsoft as the “decision engine.”

o Bing is an onomatopoeia: a word that imitates the sound that it represents.

o Bing is the sound made during “a moment of discovery and decision making.”

Substitutes VS. Google

Worse and slower

The same Better and faster

56%

41%

3%

Overall performance and speed

“Difficult to navigate.”

“Other search engines can

be just as effective.”

“I would useYahoo – I likedthe world news

feature.”

Confidence Using Substitutes

45%Confident

30% Somewhat skeptical

20% Very skeptical,

checked other sources

10%Very confident

Ability to Accomplish Tasks

24% Not using Google

affected ability to accomplish tasks.

76% Not using Google

did not affect ability to accomplish tasks.

“The problem that kept ar is ing was the fact that Google was so much easier to access.”

Very difficult Difficult Somewhat difficult Easy00.5

11.5

22.5

33.5

4Prediction Actual

Prediction VS. Actual

Actual = ( +2 )Actual = ( -2 )

Analysis

“I use Google a lot more than I thought I did.”

Insight: Level of Confidence

Very confident Confident Skeptical Very skeptical

10%

40%

30%

20%

Overall participants felt equally confident and skeptical about substitutes.

Very confident + confident = 50%

Very skeptical + very skeptical = 50%

Voice of the Consumer

“I think overall, other search engines like Bing can be just as effective as Google.”

“Google’s information is accurate and easiest to obtain.”

“I have trust issues with the information from other sources.”

“I still like the convenience and familiarity of Google.”

“I feel more comfortable using Google because it’s more commonplace.”

Insight: Overall Performance and Speed

Most of the time, participants believed substitutes were slower and worse than Google

Participants value speed, simplicity, and convenience.

58% Substitute is

worse and slower than Google.

42% Substitute is

the same as Google.

Voice of the Consumer

“Format is difficult to use because the pages are presented in a crowded,

more complex way.” “Bing is too hard to navigate compared to others.”“Google makes everything so much simpler by providing everything you need on one site.” “It is difficult to find information quickly.”“Ask.com has a simpler format, but not as

good as results as Yahoo or Google.”

Final Insights

Which causes users to rely on it more.

Consumers are equally skeptical and confident when forced to interact with the other search engines.

Consumers value convenience and speed.

Google is superior because it has made itself easy to access and simple to use.

1.

2.3.4.

More than a search engine.

It’s the friend that finishes your sentences.