User Tasks on Search Engines vs. Social Platforms: Design Implications

Abstract

The study presented in this paper compares search engines and social networking platforms in supporting five common online tasks. Using a within-subject design with twenty-five participants, results revealed that search engines are more effective for factual, goal-oriented tasks, while social platforms better support opinion-based and socially driven activities. Users spent more time and interacted more on social networks, indicating a more exploratory approach. The findings highlight the importance of aligning platform choice with task type and suggest opportunities for hybrid systems that combine both platforms’ strengths. The study produced recommendations for the design and implementation of future tasks identification tools in addition to hybrid search interfaces.