Googlers are smarter, richer: report

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If you are rich and intelligent, there is a good possibility that you use Google’s search engine, according to a study conducted by internet advertising firm Chitika.

Those who use the tech giant’s search engine usually reside in US states where households have high college graduation rates and earn above-average income. States where there are many “Googlers” also tend to have higher job growth rates and an older populace, revealed the study.

Based on Chitika’s research, people in Utah, California and Massachusetts use the search engine the most, while those in Mississippi, Arkansas and West Virginia utilise it the least.

However, the data can only show descriptive results. It cannot explain how wealth and intelligence are affected by googling or vice versa, said Bradley Straus, the study’s lead author.

“When we spur job growth, does it spur Google usage?” asked Chitika spokesman Andrew Waber. “We can’t prove causation, but we can make the case it correlates.”

Nevertheless, Google is indeed popular. In fact, Americans across the 50 states use Google at least half of the time when browsing the internet.

In total, the tech giant controls 67 percent of the search market in the US, according to a report by data tracker comScore. As a result, many advertisers are keen to place ads there.

However, advertisers eyeing low-income groups and younger people may try Microsoft’s Bing search engine, which accounts for 18 per cent of the search market in the US. Notably, Yahoo also uses Bing and has an 11 percent market share.


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