In Google We Trust: Users' Decisions on Rank, Position, and Relevance

A new report on the use of Google by college students with interesting implications.

http://jcmc.indiana.edu/vol12/issue3/pan.html

Abstract:
An eye tracking experiment revealed that college student users have substantial trust in Google's ability to rank results by their true relevance to the query. When the participants selected a link to follow from Google's result pages, their decisions were strongly biased towards links higher in position even if the abstracts themselves were less relevant. While the participants reacted to artificially reduced retrieval quality by greater scrutiny, they failed to achieve the same success rate. This demonstrated trust in Google has implications for the search engine's tremendous potential influence on culture, society, and user traffic on the Web.

Pan, B., Hembrooke, H., Joachims, T., Lorigo, L., Gay, G., and Granka, L. (2007). In Google we trust: Users' decisions on rank, position, and relevance. Journal of Computer-Mediated Communication, 12(3), article 3. http://jcmc.indiana.edu/vol12/issue3/pan.html