Interesting study from Arena Quantum showing that search engine users are turning to the Google Suggest tool to kickstart their queries.
Launched just 16 months ago in March 2009, Google Suggest works in either the Google homepage or from existing search results, automatically producing a drop-down menu of popular queries relating to the initial search term.
Arena found that an average of 71% of searches for its clients - including Haven Holidays, Fly Thomas Cook, Thomas Cook and Warner - began by users clicking on answer displayed from Google Suggest.
The agency says that given 3.9 billion searches were made on Google in the UK along in May 2010, almost 2.8 billion queries were influenced in this way.
The algorithm Google uses to populate the suggest tool is based on a number of factors including geographical area, volume of recent searches and personal search behaviour.
Digital performance strategist at Arena Quantum, Matt Lovell, says:
"Thanks to Google Suggest, we’re seeing a change in search behaviour with people actually searching for longer phrases and keywords.
"Interestingly, we’re finding that the suggestions users most frequently click on are those which are date or offer led as they see them as more relevant.”