From Search Engine Lowdown: Yahoo Investigates Search Behavior of Parents-to-Be and College Students

The initial key findings in this research revealed that people experiencing such events share certain common characteristics including a desire for trusted information sources, heavy reliance on research prior to making decisions and increased time spent on research during their life event.

Additional key findings from the research include:

- 86% of new parents-to-be said they use the Internet to search about information on pregnancy, as compared to books (68%), friends/family (53%), and magazines (37%).
- 54% of new parents said search simplified their lives more so than magazines (17%) or TV (10%)
- 81% of college students rate search as their best source of information, followed by friends and family (64%), newspaper (36%) and TV (24%)

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