88% said they were researching specific topics�specifically, information about hobbies. And women (61%) were more likely to search for health and medical information than men (35%). Surprisingly few people researching specific topics are looking for job or career information (28%). For Ask Jeeves and MSN users, searching for health information is the most popular reason for researching a specific topic. Google users, by contrast, like to look for news and current event information. Google users also tend to use search for business or professional research more than other search engine users. 54% indicated they have searched online rather than using a phone book. 58% are looking up information on local businesses. 56% do not understand the difference between the types of listings(paid and organic). Among those that do know the difference, only about half (51%) prefer organic listings.