Social was supposed to change how everyone interacted with the Web. And it has--but when you're running a business at a time of change, you have to keep in mind that people change their habits differently from the predictions of experts, pundits, and others that may have a financial interest in adoption of technology.
Rarely do consumers have such interest. They use what they feel comfortable with and what works best for them. According to this survey of 33,000 online users, search is king, with 54 percent of respondents last year saying that the use search. (They were asked to select all the ways they used to find websites.) That compares to only 50 percent in 2011.
Social networking sites came in at 32 percent--far off from online search, but up significantly from 25 percent in 2011. In that year, taking second place was links from other websites at 31 percent. Last year, those links were in third place at 28 percent.
Sponsored Search Doesn't Pay Off
Interestingly, sponsored search results on Google or Bing did worse. Far worse. About 18 percent of people said that they found websites from sponsored search listings in 2012, although that was up from 8 percent in 2011. Still, given how many companies spend a lot of time, energy, and money on sponsored listings to gain attention, it is sobering to realize just how little attention people pay to them. If you aren't continuing to work on attracting attention from search engines, you're missing the single most important tool available to you.
Last year, email from a company or brand was the fourth best way to get a consumer's attention: 26 percent pointed to responding to a corporation email, versus 15 percent the previous year. That's even better than the 25 percent that responded to an email from a friend or family member (26 percent in 2011).