Googlers Richer, Smarter Than Those Who Use Other Search Engines
August 21, 2013

Googlers Richer, Smarter Than Those Who Use Other Search Engines

Lee Rannals for - Your Universe Online

Online advertising company Chitika found that people who use Google as their primary search engine tend to be both richer and smarter than those who use other search engines.

Google is the world's largest search engine, controlling 67 percent of the US search market, compared to Microsoft's Bing search engine, which controls about 18 percent of the market. Chitika said that Google's share of searches in all states did not drop below 50 percent, but the company wanted to look deeper into search engine usage for marketing purposes.

The advertising company analyzed a sample of tens of millions of online ad impressions from users visiting sites within the Chitika network via a search engine. Chitika said ad impression is measured when an individual user loads a page containing the company's ad code, which helps to measure overall Web usage rather than unique users.

"Although we attempt to be as comprehensive as possible, this database is constantly being refined as new devices and software are released," the company wrote.

Chitika said a typical sample for a study consists of about 300 million US and Canadian impressions. For each study, the company specifies the date range of the report within the text. This range is typically the last full week available in the month of the report.

Chitika said state-by-state Google usage rates correlated with median household income, job growth, education level and median age. States with the highest Googling percentage included California, Utah and New York, while states like Arkansas, Mississippi and West Virginia showed relatively low usage.

"For marketers, the data points to Google’s search engine still retaining the lion’s share of Internet Web search activity as a whole," Chitika said. "However, the wider range of usage rates between different states can help marketers better target regionalized campaigns based upon the broader preferences of users within particular states."

California, a state where 72 percent of Internet users prefer Google as their search engine, had one of the highest job growth rates in the list, more than doubling most states.

"When we spur job growth does it spur Google usage?" Andrew Waber, a Chitika spokesman, asked CNN writer Chris Boyette. "We can't prove causation, but we can make the case it correlates."

Google's dominance is not just limited to its search engine, but it also has a strong hold for other applications as well, such as Gmail.

Last week, Google's online services, including search, Gmail, and YouTube, experienced an outage. The company's dominance on the Internet shined brightly during this outage, as Web traffic saw a drop of about 40 percent.