The percentage is actually 88.5% but 90% is more intimidating in the headline. You should only be worried if you are selling a product that has poor a pay per click (PPC) record. Then again if you are selling a product that does poorly in PPC you better sell it through a different marketing medium.
When I first read about the high percentage of internet searchers that don’t use PPC I was a little concerned. The majority of startups I work with either use or have tried paid search. Most of the time it works well and I have never entered a market that didn’t receive some activity.
The major assumption from this report is most searchers use the organic listings. Thus putting more emphasis on search engine optimization tactics. Which is much more difficult and takes time.
Here you can find the Search Fact Pack 2007 from Ad Age.
