Last year's 35 per cent increase in online product sales is expected to reach an estimated ?44.9 billion by 2012, according to a report by Verdict Research. This is likely to underline the power of and ( ) to many businesses keen to capitalise on this growing trend. However, it could be subtle 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 online users prefer to use organic search results when buying a product or service. And it is the younger generations that understand this difference most, 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 extra 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."