Research and analysis

Online search behaviour: literature review

A review of consumers’ online search behaviour and how this affects competition in online markets.

Documents

Online search: Consumer and firm behaviour

Request an accessible format.
If you use assistive technology (such as a screen reader) and need a version of this document in a more accessible format, please email general.enquiries@cma.gov.uk. Please tell us what format you need. It will help us if you say what assistive technology you use.

Details

This review collects evidence from the available literature on how consumers search online and how firms operate as a result of this behaviour.

The review discusses:

  • how many options consumers consider when searching for different types of goods
  • which link positions they are most attracted to
  • how brand loyalty and online reviews shape consumer decisions

In relation to firms, it discusses the importance of differentiation in online markets and how firms use search engine optimisation (SEO) and paid search to gain visibility online.

The review then considers the implications of these findings for the Competition and Markets Authority in conducting future work.

Updates to this page

Published 7 April 2017

Sign up for emails or print this page