Cyclical Internet Use
The study points to increases in searching at the beginning of summer–probably coinciding with vacation planning and of course, retail picks up near the end of the year for the holiday season.
Don’t cancel your Adwords campaigns just yet though. Lower searching numbers doesn’t mean that advertisers should pull their spending. Says Michael Zimbalist, president of the OPA, “Search is bought differently; it measures time, so you can’t correlate the spending patterns.”