Last year's 35 per cent growth in web product sales is going to reach an estimated ?44.9 billion by 2012, according to a report by Verdict Research. This is likely to underline the power of online marketing and search engine optimisation ( SEO) to many businesses keen to capitalise on this growing trend. Although, it could be subtle SEO and search engine marketing in organic search results that wins over the traditional paid search results appearing as advertised links. Recent figures in the 2008 Search Attitudes Report indicate that 91 per cent of web users prefer to use organic search results when purchasing a product or service. And it is the younger generations that understand this difference best, with 65 per cent of 16 to 24-year-olds differentiating between organic and paid search results. Moreover, 18 per cent of users claim that the additional information included in the natural search helps them to make their choice. Verdict Research senior analyst, Malcolm Pinkerton, remarks: "The internet is widely perceived as a cheaper and easier way of finding lower prices and bargains in most sectors."