Nearly seven out of 10 respondents said they clicked a search result within the first page of results, and 92% clicked a result within the first three pages of search results.
More search engine users surveyed clicked the first page in 2008 (68%) than did so in 2006 (62%).
At the same time, fewer search engine users surveyed were willing to click results past the third page in 2008 (8%) compared with 2002 (19%).
The article goes on to point out how this means big dollars for SEO as the payback is so good.
It's "funny" but years later we're basically back to AOL's keywords for navigating. Only now the keyword has just a few more options attached to it.
If anything this shows two things; the need for efficient (specialized) long tail models -- and the need to focus on non-search traffic.