The tools build on the vast amount of information Google knows about consumers.
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Brown notes that while Google remains in the top spot as users` preferred search engine in the new study, it still has plenty of room to improve. "There`s always room for improvement. Especially in something like search, we are probably just scratching the surface as far as getting people connected to the right information that they really want," she says. Google declines to comment on the findings.
Lee suggests that the next wave of improvements to search could come in the form of greater personalization, a concept Yahoo is now exploring in a limited way by allowing users some choice in personalizing their own page interface on the portal, for example. "The search portals that actually change the interface based on what they know about you now are the upstarts," Lee says. "Amazon`s A-9 is doing some of that now, for instance. But I expect it is only a matter of time until one of the major portals recognizes that that can be the next jump in quality of search results. By knowing just a little bit about you, they can give you much better search results."