How Do Consumers Find Websites in 2011?

A recent study from Forrester titled, “How Consumers Find Websites in 2011 – Trends to Consider for Your 2011 Strategy,” Shar VanBoskirk analyzes current trends for the ways in which internet users come to websites and how you can incorporate those trends into your marketing strategy to improve your ROI.

The report found that natural search results are still the, “most commonly used resource to navigate websites,” and that online advertising has declined in popularity as a way to advertise sites while social media has risen in popularity (especially with young consumers).

Some other highlights from the report include:

• Natural search brings 61% of website visitors
• Referrals, not ads, drive traffic, paid search ads fell 10% since 2009 and are now the least popular traffic driver (3% of adults find websites this way)
• Multiple marketing touchpoints drive a single visit to a website 
• Social media has stayed consistent in its popularity for helping internet users find websites
• Social media has a growing influence over young subscribers while older users value referrals and compelling content

1. Keep advertising in the mix
2. Plan for multiple goalsUse mobile search to reach young consumers

Posted by Amberlie Denny at February 23, 2011 10:00 AM

Comments

Nick

FYI, you're missing a "w" in you link to Forrester.

Amberlie Denny

Thanks for noticing and letting us know!