What Do Consumers Do After Searching for an Attorney on the Internet?
The recent Attorney Selection Research Study by The Research Intelligence Group (TRiG), taught us all sorts of things about where consumers go to search for attorneys online, how they obtain legal information from the Internet and even the specific types of devices they use to do this online searching. Last week, we concluded our look at the substantive findings by sharing results regarding which areas of legal practice are the most popular when consumers search for an attorney.
Armed with this data, it would be fair to ask: So what? Does it really matter if we know about the online searching habits of consumers with legal needs, if we don't know what happens AFTER they complete their online research?
Well, the TRiG study anticipated that question and we learned some important "bottom line" lessons about the outcomes of consumer searches for an attorney:
- Nearly 6 in 10 consumers (57%) hired an attorney after searching for one online within the past year, which represents over 33 million consumers.
- The second-most common outcome (15%) was to proceed on their own.
- 13% of respondents continued their attorney search.
- Fewer than 1 in 10 (8%) of respondents decided not to pursue legal representation.
- The final 6% eventually secured a court-appointed attorney.
The evidence is pretty clear: Consumers aren't just searching for legal information and attorneys out of random curiosity. The majority of them are highly motivated to find a lawyer and hire one right away. It's crucial for law firms seeking to grow their business to appreciate this reality and develop online marketing programs that increase their visibility in front of prospective clients who are searching for information and help on the Web.
The TRiG study provides a wide range of insights into how consumers are using the Internet to obtain legal information, find attorneys to potentially represent them, validate the credentials of those attorneys and choose the attorney that is best suited for their needs.
We invite you to download a complete copy of the TRIG study report.
Source: Based on a survey of 4,000 adult Internet users (Internet users comprise 78% of the U.S. adult population** and the U.S. adult population comprises 235 million according to the U.S. Census 2010) conducted by The Research Intelligence Group (TRiG), March 2012, which found that 32% of U.S. adult Internet users sought an attorney in the past year, equating to an estimated 58.5 million people. ** According to The Pew Research Center's Internet & American Life Project's Spring Tracking Survey conducted April 26-May 22, 2011.
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