Search contributes about $540 billion directly to global GDP - and that's a conservative estimate. Through our research, we found that the ROI for businesses that use search is high and identified nine sources of search value for both consumers and businesses, to help inform marketers' strategies and improve results.

Published
July 2011
Topics

McKinsey & Company unlocks the economic value and major beneficiaries of Internet search. Some of the main findings include:

  • Search contributes, conservatively, some $540 billion directly to global GDP
  • Knowledge workers experienced search-related productivity gains of up to $117 billion, flowing from faster and more accurate access to information.
  • Advertisers achieve a 7:1 ROI on investments in search-based marketing, and large businesses overall a 17:1 ROI on investments in search technology deployment across the enterprise
Advertisers achieve a 7:1 ROI on investments in search-based marketing, and large businesses overall a 17:1 ROI on investments in search technology deployment across the enterprise.

[[content-callout-1]]