Earlier this year, we conducted research with Elektor International Media into the search habits and content preferences of engineers across Europe. We also compared these results to a recent study conducted on U.S. engineers to see how habits and preferences aligned and differed between the two groups.
One key finding that stood out across both studies was the depth to which European and U.S. engineers will go in search engine results before either selecting a result or starting over.
Approximately 92 percent of all searchers will stop on page 1 of a search engine’s search results, according to a study by online advertising network Chitika. Engineers, on the other hand, overwhelmingly go far deeper into the results.
According to our study, more European and U.S. engineers will visit 10 or more pages (6 percent of respondents) than will stop on page 1 (5 percent). Roughly 40 percent of both European and U.S. respondents go 4 or more pages deep into search results before starting over.
Respondents from some countries are even more persistent when it comes to search. No respondents from Belgium stopped on page 1, and 9 percent reported going 10+ pages deep. German and Austrian respondents went similarly deep, with 8 percent of respondents going 10+ pages and a whopping 52 percent of respondents going 4+ pages deep.
The key realization here: Engineers have a very unique search pattern when compared to the average search engine user. As a group, they will doggedly pursue high quality, informative content, and they will do so very thoroughly. A blanket search engine marketing strategy will not be effective when marketing to engineers, and a specialized strategy using expert knowledge will be required to see success.
Interested in learning more about the search habits and content preferences of engineers across Europe? Download the full report and watch our on-demand webinar, in which TREW CEO Rebecca Geier runs through the top findings and their importance to marketers.