Use of Online for Professional Services Information We surveyed a total of 301 US businesses that use the web to research Professional Services •
A custom survey instrument (i.e. questionnaire) was developed to measure respondents’ use of the web, and search engines in particular, for researching Professional Services
•
Our sample is representative of small, medium and large-sized businesses (500+ employees)
•
The survey was conducted online, through a web-based interviewing process, in March 2005
•
Respondents are recruited through a variety of methods: web advertising, permission-based databases, public relations, telephone recruitment, partner-recruited panels, and alliances with heavily trafficked portals
•
The survey was designed and administered by Global Market Insite (GMI), a global sampling and data collection company, and MediaScreen, an independent strategic market research firm
Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 1
Use of Online for Professional Services Executive Summary •
61% of Google users go online to research or learn about a Professional Service firm that they heard about elsewhere
•
82% of respondents use Google to search for these products
•
93% of Google users report that a search engine is very/somewhat important in helping to get information and/or identify a Professional Services supplier and 44% that sponsored links are very/somewhat helpful
Search Behavior:
•
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78% of Google users find contact information for professional services online and 74% request more information
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71% of Google users use a search engine to become aware and learn more about a Professional Services field or firm.
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67% of Google users requested more information after using a search engine
76% of Google users have registered when requesting more information and 45% of Google users have registered to download information or reports Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005)
2
Use of Online for Professional Services Information The majority (61%) of Google users go online to research or learn about a Professional Service firm that they heard about elsewhere 70% 61% 60%
55%
55%
50% 45% 40%
36% 34%
30%
20%
10% 2% 0% Research a Professional Services firm that you heard about elsew here
Returned to the site Compared alternative First became aw are w here first learned Professional of a Professional of a service for more Services companies Services focus area information or firm
Contacted a Professional Services supplier
Learn about a new practice area or business trend
Other
N=242
Have you ever done any of the following online? Please select all that apply. Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 3
Use of Online for Professional Services Information Over half of Google users go online to research Accounting/Taxation services and/or Legal Services 60% 55% 51% 50%
41% 40%
30% 25%
20%
10%
7%
0% Accounting /Taxation Services
Legal Services
Consulting Services
Business Process Outsourcing
Other
N=242
You indicated that you have researched Professional Services online. What kinds of items did you research or purchase? Please select all that apply Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 4
Use of Online for Professional Services Information Three-quarters (78%) of Google users find contact information for Professional Services online while 74% request more information 90% 80%
78% 74%
70% 60% 50% 40% 36%
40% 30% 20%
11% 10% 2% 0% Look up phone number/contact information
Request more information
Dow nload specialized content
Contact a Professional Services Firm
Submit a request for proposal (RFP)
Other
N=242
Thinking of the times you have gone online to research Professional Services, have you ever done any of the following? Please select all that apply Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 5
Use of Online for Professional Services Information Over three-quarters (76%) of Google users report having to register when requesting more information 90% 80%
76%
70% 60% 50%
45%
40% 30% 18%
20%
14% 8%
10% 0% Request more information
Dow nload information or reports
Submit a request for proposal (RFP)
Meet w ith representatives of the company
Other
N=242
Have you ever had to REGISTER in order to complete any of the following online activities? Select all the activities you have engaged in that required you to REGISTER online. Please select all that apply Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 6
Use of Online for Professional Services Information Almost all respondents (96%) have used a search engine to research Professional Services
4%
Yes No
96%
N=301 Do you ever use a search engine (such as Google, Yahoo, AOL, MSN or Ask Jeeves) when you research Professional Services offerings online?
Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 7
Use of Online for Professional Services Information Google is the most popular search engine for researching Professional Services – used by 84% of all respondents 90%
84%
80% 70%
68%
60% 50% 39% 40% 28%
30%
20% 20%
13%
10%
10%
10%
5%
5%
3%
2%
2%
2%
4%
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MS
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rt b s m m on we ice ma .c o co . iW v e s e r s k h n t o es Se A ll rZo Lo sin e ss u y e B Bu sin Bu e n lin ,O d i Pa
r he Ot
N=291
Which of the following search engines / directories do you use when you research Professional Services online? Please select all that apply. Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 8
Use of Online for Professional Services Information Over two-thirds of Google users used a search engine to become aware of and learn more about a Professional Services field or firm 80% 71%
69%
70% 60% 50% 50% 40% 40%
33% 28%
30% 20% 10%
1% 0% Learn more about a Identify or become aw are of a Professional Services Professional Services field or firm that you heard field/practice area or about elsew here supplier
Compared alternative Professional Services companies
Returned to the site w here Contacted a Professional Services firm you first learned of a service for more information
Learn about a new practice area or business trend that might impact your business
Other
N=242
Which of the following activities have you used a search engine to help you to do? Select all that apply. Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 9
Use of Online for Professional Services Information The vast majority (88%) of Google users used a search engine to find specific Professional Services sites
12%
Yes No
88%
N=242 Do you ever use search engines to find specific websites related to Professional Service offerings? For example, say you’re looking for a specific Accounting/Taxation site. Do you ever use a search engine to help you find that site? Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 10
Use of Online for Professional Services Information Over half of Google users used a search engine to find Accounting/ Taxation (58%) and Legal Services (53%) sites 70%
60%
58% 53%
50%
46%
40% 35% 30%
27%
20%
10% 4% 0% Accounting /Taxation Services
Legal Services
Consulting Services
A business publication site
Business Process Outsourcing
Other
N=213
What kinds of Professional Services sites have you used a search engine to help you find? Select all that apply. Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 11
Use of Online for Professional Services Information 41% of Google users used a search engine to find Pricewaterhouse Coopers when locating Consulting Services 45% 41% 40% 35% 35%
30% 25% 25% 19%
20% 14%
15%
14%
13%
12%
12%
11%
11% 9%
10%
9%
8%
7%
5%
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As so ci at es
s
0%
N=91
You indicated that you have used a search engine to locate sites for Consulting Services and/or information. Which of the following company sites have you used a search engine to help you find? Select all that apply. Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 12
Use of Online for Professional Services Information Over one-third of Google users used a search engine to find Pricewaterhouse Coopers (36%) when locating Accounting / Taxation Services (H&R Block was also highly reported as Other among all respondents) 40%
36%
35%
34%
35% 30% 25%
18%
20% 15%
12% 9%
10%
5%
5%
5%
5%
an id m Se O BD
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SM
M
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g
0%
N=117
You indicated that you have used a search engine to locate sites for Accounting and Taxation Services and/or information. Which of the following company sites have you used a search engine to help you find? Select all that apply. Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 13
Use of Online for Professional Services Information Over half of Google users (52%) used a search engine to find Hewitt when locating Business Process Outsourcing Services 60%
52% 50%
40%
33% 30%
25% 17%
20%
17% 13%
10%
0%
N=58
Hewitt
Deloitte
Mercer Consulting
Ceridian
AON
Other
You indicated that you have used a search engine to locate sites for Business Process Outsourcing Services and/or information. Which of the following company sites have you used a search engine to help you find? Select all that apply. Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 14
Use of Online for Professional Services Information Almost half (46%) of Google users used a search engine to find “other” legal sites, i.e. not the large firms we listed 50% 46% 45% 40% 35% 30% 25% 20% 15%
14% 12%
12%
11%
10%
10%
10%
9%
9%
8%
8% 6%
6%
5%
4%
4%
Skadden, Arps, Slate, Meagher & Flom
Foley & Lardner
3%
0% McDermott, Will & Emery
Morgan, Lew is & Bockius
Shearman Morrison & & Sterling Foerster
White & Case
Baker & McKenzie
Holland & Knight
Jones, Day, Reavis & Pogue
Latham & Watkins
Mayer, Brow n, Row e & Maw
Sidley Austin Brow n & Wood
Akin, Gump, Strauss, Hauer & Feld
Weil, Gotshal & Manges
Other
N=115
You indicated that you have used a search engine to locate sites for Legal Services and/or information. Which of the following company sites have you used a search engine to help you find? Select all that apply. Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 15
Use of Online for Professional Services Information Two-thirds (67%) of Google users requested more information after using a search engine 80%
70%
67% 61%
60%
50%
40%
36%
34% 29%
30%
20%
16% 12% 8%
10%
8% 1%
0% Request more information
Look up phone number/contact information
Contact the company online
Dow nload information or reports
Contact the company offline
Engage/purchase Meet w ith Submit a request the company's representatives of for proposal (RFP) services the company
Other
None of the above
N=242
After using a search engine to help you find a website for Professional Services and/or information did you eventually: Select all that apply Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 16
Use of Online for Professional Services Information A vast majority (93%) of Google users report that a search engine is very/somewhat important in helping to get information and/or identify a Professional Services supplier 0% 6%
1%
Very important 32%
Somewhat important
Neither important nor unimportant
Somewhat unimportant
Not at all important 61%
N=242 When you research Professional Services, how important is using a search engine to help you get information and/or identify a potential supplier? Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 17
Use of Online for Professional Services Information Nearly half (48%) of Google users use a search engine for Professional Services less than 5 times a week, while one-quarter (25%) wait until a new project arises
25%
Less than 5 times a w eek 5 to 10 times per w eek 48%
10 to 15 times per w eek 15 to 20 times per w eek
3%
More than 20 times per w eek 3%
Only w hen a new project or issue arises
5%
16%
N=242 On average, how frequently do you make queries on a search engine to learn about Professional Services and information? Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 18
Use of Online for Professional Services Information The vast majority (84%) of Google users find search engine results very/ somewhat helpful in leading them to Professional Services and/or information. 44% find sponsored or paid links on search engines very/somewhat helpful 90%
84%
80% 71% 70%
65%
60% 50%
44%
40%
35% 32%
30% 18%
20% 10%
4%
0% Search engine results
Listings in online directories
Listings in online yellow pages
Sponsored or paid links on Search Engines
Sponsored or paid links on other sites
Emails
Banners
Pop-ups
N=242
Which of the following forms of advertising do you find helpful in leading you to Professional Services and/or information. Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 19
Use of Online for Professional Services Information The vast majority (88%) of Google users prefer to find their Professional Services information online 100% 90%
88%
80% 70% 60% 50%
43%
40% 33%
30%
30%
29% 25%
23%
20% 10% 1% 0% Web/online
Through business colleagues
General business new s/editorial
Traditional advertisements
Trade publication
Analyst or market research reports
Tradeshow or industry events
Other
N=242
How do you prefer to learn about Professional Services offerings? Select all that apply. Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 20
Use of Online for Professional Services Information Two-thirds (68%) of Google users expect to be using the web/online more often for Professional Services information 80%
70%
68%
60%
50%
40% 31% 30%
29% 21%
21%
20%
16%
14%
10%
0% Web/Online
N=242
Friends/family
Through business colleagues
Analyst or market research report
General business new s/editorial
Trade publication
Tradeshow or industry events
In the future, do you think you will be using each of the following channels “More Often"?
Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 21
Use of Online for Professional Services Information After engaging with a Professional Services firm, nearly two-thirds (65%) of Google users say they are more likely to go back to that firm for service or advice on new issues or initiatives
32%
MORE LIKELY to return for services or advice LESS LIKELY to return for services or advice NEUTRAL Neither more nor less likely
65% 3%
N=242 After you engage with a Professional Services firm, are you more or less likely to go back to that firm for services or advice on new issues or initiatives? Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 22
Use of Online for Professional Services Information Our sample of Google users is representative of small, medium and largesized businesses 60%
48%
50%
40%
30%
26%
20%
10%
7%
7%
7%
50 to 99
25 to 49
4%
0%
N=242
500+
200 to 499
100 to 199
1 to 24
How many people are employed by your organization? Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 23
Use of Online for Professional Services Information Over one-quarter (29%) of Google users report their organization spends over $100K annually on Professional Services 50% 45% 45% 40% 35% 30% 25% 20%
19%
15% 11% 10%
7%
7%
7%
4%
5% 0%
N=242
Under $49k
$50K-$99K
$100k-$249K
$250k-$999K
$1m-$4.9m
More than $5m
Confidential
Approximately how much does your organization spend annually on Professional Services activities? Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 24
Use of Online for Professional Services Information One-quarter (25%) of Google users specify, recommend or approve over $50K annually for Professional Services 60%
52% 50%
40%
30% 25%
20%
10%
7%
6%
7% 3% 1%
0%
N=242
Under $49k
$50K-$99K
$100k-$249K
$250k-$999K
$1m-$4.9m
$5m or more
Confidential
How much of your organization’s annual budget for Professional Services activities excluding staff costs do you personally specify, recommend or approve? Source: 2005 Professional Services Survey, conducted by GMI and Media-Screen (Mar. 2005) 25
