Nearly Half of Consumers Hesitate to Purchase Due to Negative Search Suggestions [Survey of 500 Consumers]

Free Square Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, Representative Director: Masahiro Tokushima) conducted a survey of 500 men and women aged 20-59 nationwide regarding the impact of search suggestions and related search words on purchasing behavior.

In recent years, negative suggestions or related search words displayed when searching for company or product names have been increasingly influencing consumers' comparisons and purchasing decisions.

This survey examined the experience of encountering negative words, search behavior, and the impact on purchasing decisions. The results showed that approximately one in two people (49.6%) have hesitated to purchase or use due to negative words.

■ Have you actually seen negative words in suggestions?

【Survey Result (1)】

Have you ever seen negative displays (e.g., 'terrible,' 'bad reputation') about companies or products/services in search suggestions or related search words?

'Seen before' at 52.2% - An era where one in two people encounters negative words

When asked if they had ever seen negative displays in search suggestions or related search words when searching for company or product names, the combined responses of 'often see,' 'sometimes see,' and 'seen 1-2 times' totaled 52.2%.

Since approximately one in two people have experienced seeing negative displays, it is clear that negative words displayed during searches are not just a special problem for a few companies but are something that many consumers encounter daily.

Search engines serve as gateways for comparing products and services. Therefore, negative words displayed alongside company or product names are considered to be one of the pieces of information that many consumers come across.

■ Top 5 Negative Words That Make You Hesitate to Purchase/Use

【Survey Result (2)】

Please select all the words from the following list that would make you hesitate to purchase or use if they appeared in search suggestions or related search words. (Multiple selection allowed)

'Fraud' ranks 1st - Words that evoke concerns about safety are at the top

When asked about words that would make you hesitate to purchase or use if they appeared in search suggestions or related search words, the top five results were as follows:

1st Fraud (59.0%)

2nd Suspicious (50.0%)

3rd Malicious (49.6%)

4th Dangerous (44.4%)

5th Trouble (42.1%)

Additionally, the results for positions 6 and below were 'Bad reputation' (41.4%), 'Terrible' (37.6%), 'Worst' (36.0%), 'Complaint' (33.0%), 'Lawsuit' (22.8%), and 'Flame' (21.7%).

The top positions were occupied by words like 'fraud,' 'malicious,' and 'dangerous,' which evoke concerns about safety and reliability. In particular, 'fraud' was the highest at 59.0%, indicating that it strongly alerts consumers.

On the other hand, abstract expressions like 'suspicious,' 'terrible,' and 'worst' also garnered a certain number of responses. Even without words that indicate specific facts, there is a possibility that they are perceived as causes for concern when displayed during searches.

The inclusion of 'bad reputation' in the 6th position suggests that not only words that evoke specific troubles or crimes but also negative reputations about companies or products themselves influence purchasing decisions.

Negative words displayed in search suggestions or related search words may serve as a trigger to exclude them from consideration even before fact-checking.

■ Negative Words Serve as an Entrance to 'Additional Search'

【Survey Result (3)】

Have you ever clicked on a concerning negative word displayed in search suggestions or related search words to investigate further?

More than half click on negative words for additional investigation

When asked if they had ever clicked on a concerning negative word to investigate further, the combined responses of 'often,' 'sometimes,' and '1-2 times' totaled 54.2%.

This result shows that negative words not only end with being displayed but also lead to additional information gathering.

Triggered by search suggestions or related search words, consumers may further verify information on review sites, SNS, comparison sites, bulletin boards, etc. In other words, negative words displayed during searches are considered to be gateways that influence the entire subsequent search behavior.

For companies, there is also a risk that before reaching official websites or advertisements, they may be directed to third-party information or negative information due to negative words appearing in suggestions.

■ Approximately One in Two People Have Hesitated to Purchase/Use Due to Negative Words

【Survey Result (4)】

Have you ever hesitated to purchase or use due to negative displays in search suggestions or related search words?

An era where the 'appearance' of search results influences purchasing behavior

When asked if they had ever hesitated to purchase or use due to negative words displayed in search suggestions or related search words, the combined responses of 'often' and 'experienced' totaled 49.6%.

The result showed that approximately one in two people have experienced pausing to consider purchasing or using due to negative words displayed during searches.

This result indicates that negative words not only lower impressions but also actually influence purchasing decisions.

For companies, there is a possibility that consumers may drop out of comparison considerations before reaching the stage of inquiries, purchases, or requests for materials. Such dropouts are difficult to see from the company's perspective and may occur as 'invisible lost opportunities.'

■ Summary

This survey revealed that:

・52.2% have experienced seeing negative displays

・54.2% have experienced clicking on negative words to investigate

・49.6% have experienced hesitating to purchase/use due to negative words

Negative words displayed in search results may influence each stage of recognition, information gathering, comparison, and purchasing decisions.

In particular, it was found that negative words not only serve as triggers for additional searches and comparisons but also influence the final purchasing/usage decisions.

The appearance of search results often functions as the first impression of companies or products, and it is considered that it will become one of the important elements in brand management and web acquisition in the future.

■ Survey Analysis Comment (Free Square Co., Ltd.)

The most noteworthy result of this survey is that 49.6% of respondents answered that they have hesitated to purchase or use due to negative words displayed in search suggestions or related search words.

While companies often focus on advertising operations and SEO measures, there are also cases where they do not grasp what kind of suggestions or related search words are displayed during searches.

However, in reality, consumers come into contact with various pieces of information at the stage of searching for companies or products, and the appearance of search results themselves influence comparison and purchasing decisions.