Just how web-competent are your donors?
No matter what you just said, you probably over-estimated. Research reported at eMarketer.com looked at the top search terms used last year: 'MySpace' the Top Search Term in 2006. Here are the top ten:
- myspace (0.63%)
- myspace.com (0.41%)
- ebay (0.33%)
- yahoo (0.23%)
- mapquest (0.21%)
- www.myspace.com (0.18%)
- yahoo.com (0.15%)
- my space (0.14%)
- myspace layouts (0.14%)
- lyrics (0.09%)
Beside confirming the staggering popularity of MySpace, this also gives us a weird insight into the web user's mind: Many, many, many web users don't quite grasp the web.
The top eight search terms aren't search terms at all! People are typing URLs into Google, which is a goofy, extra-step way to get somewhere -- though it works. MySpace users skew young -- therefore, you'd think, more web-savvy than average. But there they are, clumsily typing URLs into Google.
Are your donors more or less web-savvy than MySpace users?
Remember that every time you do something online. It's not as obvious as you think! K.I.S.S.
Technorati Tags: fundraising, search terms, nptech
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