Most internet users are naive about search engines.

Last Sunday Pew Internet & American Life Project published a very
interesting report about search engine users.
All numerical data was gathered through telephone interviews
conducted by Princeton Survey Research Associates between May 14
and June 17, 2004, among a sample of 2,200 adults, aged 18 and

Here are some interesting findings:
38% of searchers are aware of a distinction between paid and
unpaid results; 62% are not.

18% of searchers overall (47% of searchers who are aware of the
distinction) say they can always tell which results are paid or
sponsored and which are

Here’s another one:
There are some demographic differences among searchers: men and
younger users are more plugged into the world of searching than
women and older users.

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