Todd just sent around this BBC News article discussing a US study that found thatsearch users stop at page three and that, in fact, “Most people using a search engine expect to find what they are looking for on the first page of results.” This jibes with my own personal experience. I rarely even go past the second page. I wonder if some people don’t even go below the fold.
Also: “41% of consumers changed engines or their search term if they did not find what they were searching for on the first page.”
