Survey: Surfers not savvy to paid search ads

01/24/2005 | Wired magazine

A study by the Pew Internet and American Life Project reveals that just one in six Web searchers can understand the difference between paid search results and results that are ordered on the basis of relevancy or link popularity. Though all the major search engines -- Google, Yahoo and MSN -- delineate paid search results with terms like "sponsored links" or "sponsored sites," only 38% of Web users report understanding the distinction.

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