The majority of UK internet users want Google to maintain its position as the leading search engine in five years' time, despite the recent controversy surrounding its privacy practices.
"This data shows how confident searchers are of Google and how much goodwill the search [company] has won," said Andrew Girdwood, head of search at digital marketing agency Bigmouthmedia.
"Marketers using Google should treat this goodwill with care but also look to harness it effectively for their own campaigns."
A Bigmouthmedia survey asked participants two similar, but quite different questions: whether they thought Google would still be the leading search engine in five years; and whether they wanted Google to be leading search engine in five years.
In the first instance 61 per cent of respondents indicated that Google would retain its dominance. Only eight per cent said 'no' and the remaining 32 per cent were 'unsure'.
However, when asked whether they wanted Google to be the leading search engine in five years, only 53 per cent responded 'yes' and 40 per cent were 'unsure'.
"Google faces a huge challenge in not being seen as trying to gobble up the world," said Danny Sullivan, editor-in-chief of Search Engine Land.
"I suspect the best way to counter concerns is to be open in advance of any moves, hear feedback and be shown as actually responsive by making some changes.
"I think recent moves with the cookies and log data retention is an example of this, although it is sadly countered by StreetView being rolled out without any heads-up that it was coming to warn the public."
The survey results suggest that, despite public relations issues surrounding the negative reactions to its policy in China, its methods of selling ads and the DoubleClick acquisition, Google still enjoys the support of the general public and will do for the foreseeable future.
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