Google Search Survey: Users Torn on Personalized Search Results

Google is constantly updating its search technology, along with all of its secondary services such as Google+. However, some experts are beginning to worry that Google is putting the promotion of products like Google+ above providing solid search results. Currently, Google is working on tailoring the search results of Google+ users based on the information in their profile. Some say this is just another way to drive more users to Google+ using unfair tactics. But what do Americans think?

personalized google search


In Ask Your Target Market’s latest survey, 38% of respondents said they always use Google as their search engine. 28% said they mostly use Google, 16% said they sometimes use Google, and 17% said they use a different search engine. Only 2% said they do not use search engines.

Search Results

The idea of getting more personalized Google search results based on past searches and social networking information was met with mixed responses. Only 16% were fully on board with the idea. 39% said it seems like a good idea, but they still have some concerns about privacy issues. And 45% of respondents disliked the idea, and said they think everyone should see the same results when searching the same word or phrase.


As far as Google+ is concerned, 19% currently use it, while 20% have an account but don’t actively use it, and 41% do not use it at all. Another 20% don’t even know what Google+ is. When asked if more personalized search results would persuade them to use Google+, only 8% of those who know about Google+ but don’t currently use it said this would change their minds. 48% said they might consider it, and 44% said no.

Google definitely has a lot of power in the online marketplace, but are they using this power inappropriately or are they just trying to create the best search engine for users? The widget below shows the results of the survey in full. Be sure to click “open full report” for full details.

Photo Credit: Search History Notice from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on January 11 from 400 US consumers via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.