An analysis of user behaviors on the search engine results pages based on the demographic characteristics (original) (raw)

2020, Ksii Transactions on Internet and Information Systems

The purpose of this survey-based study is to make an analysis of search engine users’ behaviors on the Search Engine Results Pages (SERPs) based on the three demographic characteristics gender, age, and program studying. In this study, a questionnaire was designed with 12 closed-ended questions. Remaining questions other than the demographic characteristic related ones were about “tab”, “advertisement”, “spelling suggestion”, “related query suggestion”, “instant search suggestion”, “video result”, “image result”, “pagination” and the amount of clicking results. The questionnaire was used and the data collected were analyzed with the descriptive statistics as well as the inferential statistics. 84.2% of the study population was reached. Some of the major results are as follows: Most of each demographic characteristic category (i.e. female, male, under-20, 20-24, above-24, English computer engineering, Turkish computer engineering, software engineering) have rarely or more click for t...