# Advances in Search Strategy Using the Set of Brand Considerations in the Web Ecosystem
## 3 Methods
### Descriptive Analysis  
RQ1 asks what characteristics of digital media usage are associated with each type of search strategy. Table 2 presents the characteristics of the three search strategy groups. The size of the three search strategy groups was 27.4 % (23 panelists), 32.1% (27 panelists), and 40.5% (34 panelists). From the point of total time spent viewing, Group 1 spent the least amount of time spent searching online, while Group 2 spent the most time (Group 1: 185.8 min/person > Group 2: 673.1 min/person > Group 3: 1377.8 min/person). As for the time spent on the dimensions of informational sources, Group 1 used brand-initiated informational sources the most, devoting 69.4% to their messages. The third party-initiated sources were the second most important informational source for Group 1 at 23.4%. Group 2 used consumer-initiated sources the most, with 61.4% of consumer-initiated information sources such as online car communities. As for Group 3, its members spent 84.3% on third-party websites, which was the most among the three search strategy groups. Considering the time spent on the main informational sources, Group 1 was termed the brand message-oriented group, Group 2 was termed the consumer message-oriented group, and the third was named the third party-oriented group.  
\begin{table}
\begin{tabular}{c c c c c} \hline \hline \multirow{2}{*}{**Share of Time Spent for**} & **Group 1** & **Group 2** & **Group 3** & \multirow{2}{*}{**Sig.**} \\  & **(n = 23)** & **(n = 27)** & **(n = 34)** & \\ \hline Brand-initiated sources visited & 69.4\% & 13.5\% & 6.1\% & ** \\ Consumer-initiated sources visited & 9.2\% & 61.4\% & 9.6\% & ** \\ Third party-initiated sources visited & 23.4\% & 25.1\% & 84.3\% & ns \\ Sum & 100.0\% & 100.0\% & 100.0\% & \\ \hline Average of total time spent & & & & \\ (min/person) & 185.8 & 1377.8 & 673.1 & ** \\ \hline (Significant Level: ** \(p<0.05\), ** \(p<0.01\))** & & & \\ \hline \hline \end{tabular}
\end{table}
Table 2: Characteristics of informational source usage.  
Table 3 presents the descriptive statistics of the three search strategy groups that were analyzed using survey data from the same panelists with PC Clickstream. To identify \"representative\" buyers for each search strategy group, we compared the demographics and the characteristics of the search strategy groups. The brand message-oriented group tended to be older than the other groups at first glance, and the consumer message-oriented group appeared to be younger. However, a closer inspection of the results revealed that the probability of early tentative conclusions was less than 0.1, which means that this sample provided no evidence to support such a conclusion. Moreover, the typical users of this consumer message-oriented group appeared to be predominantly male (96.3%). However, according to the ANOVA test, the conclusion about gender characteristics showed a very weak significance level (\(p<0.1\)). In terms of automobile characteristics, the consumer message-oriented group appeared to favor less expensive cars than the other search strategy groups, while the consumer message-oriented group favored smaller cars and the third-party message-oriented search strategy group favored larger cars. However, the interpretation of car price and car capacity also failed the significance test, according to the ANOVA test. Only the characteristics of car brand origin were tested as significantly different among groups (\(p<0.05\)).