Evidence of the Need for Info Lit
A new report released by the Pew Internet & American Life Project, Search Engine Users, reveals (among many other details) that 62% of Web searchers are unaware of a distinction between paid and unpaid search results. An excerpt:
“While most consumers could easily identify the difference between TV’s regular programming and its infomercials, or newspapers’ or magazines’ reported stories and their advertorials, only a little more than a third of search engine users are aware of the analogous sets of content commonly presented by search engines, the paid or sponsored results and the unpaid or “organic” results. Overall, only about 1 in 6 searchers say they can consistently distinguish between paid and unpaid results.”
Related information and a link to the questionnaire are available.
“While most consumers could easily identify the difference between TV’s regular programming and its infomercials, or newspapers’ or magazines’ reported stories and their advertorials, only a little more than a third of search engine users are aware of the analogous sets of content commonly presented by search engines, the paid or sponsored results and the unpaid or “organic” results. Overall, only about 1 in 6 searchers say they can consistently distinguish between paid and unpaid results.”
Related information and a link to the questionnaire are available.
posted by Jennifer at 9:43 AM
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