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But these same satisfied internet users are generally unsophisticated about why and how they present their results. Internet users behave conservatively as searchers They tend to settle quickly on single search engine and then stick with it, rather than switching as search technology evolves or comparing results from different search systems.

They are also strikingly unaware of how search engines perform and how they use search engines. Internet users are extremely positive about search engines and the experiences they have when searching the internet. Nearly half of searchers use search engines no more than few times week, and twothirds say they could walk away from search engines without upsetting their lives very much. Only 38 of users are aware of the distinction between paid or sponsored results and unpaid results.

Internet users trust their favorite search engines, but few say they are aware of the distinction between paid or sponsored results and unpaid results. And only one in six say they can always tell which results are paid or sponsored and which are not. But these same satisfied internet users are generally unsophisticated about why and how they use search engines no more than few times week, and twothirds say they could walk away from search engines without upsetting their lives very much.

But these same satisfied internet users are generally unsophisticated about why and how they present their search results. Some 44 of searchers regularly use just one engine, and another 48 use just two or three.
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