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Internet users don't like paid ads along with
search results
Wednesday November 16, 2011 07:16:37 PM,
IANS
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New Delhi: Internet
users in India do not like advertisements mixed with search
results and found paid links less useful in regard to the
information they were looking for, a study said Wednesday.
"Paid advertising getting interspersed with natural search results
is not quite what users want," said the study conducted by the
CUTS Institute for Regulation & Competition (CIRC).
The study which was conducted in Delhi NCR, Mumbai and Jaipur
among 500 respondents also said that almost one-third of the
respondents surveyed clicked on the top ads, which accrue revenues
for the search engine.
Nearly half the respondents stated they would never or hardly ever
click on search results that they knew were ads. While more than
two-thirds of respondents felt that natural search results are
more useful than ads.
While a negligible one percent clicked on the side ad bar on the
search results page.
The survey also said that top ads appeared on 90 percent of search
result pages adding that more than half of the respondents were
unable to identify the top ad bar correctly.
About 31 percent of respondents were unaware that search engines
also promote their own content alongside other websites and
services. Almost half of them did not prefer search engines doing
so.
"The unattended issues emanating from the online markets, which
affect consumers and small and medium enterprises alike, required
primary research. This survey is a product of this demand," said
Navneet Sharma, director, CUTS Institute of Regulation and
Competition.
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