How Does Content Aggregation Affect Users’ Search for Information?

Abstract

The digital revolution has dramatically reduced search costs for information. Con- sumers can now access information that is aggregated from many sources. We ask whether aggregators encourage users to \skim" or investigate content in depth. We exploit a contract dispute that led a major aggregator to remove content from a content provider. We nd that after the removal, users were less likely to investigate additional content in depth. Further analysis suggests that the presence of information beneted either very national or local content the most. Our study is the rst to measure how new communications technology aects information gathered by consumers.