Know-How Exchange : Student Questions

I am taking a Business policy class and I am required to do a presentation on the Search Engines Industry. Specifically, I need to research and present on the Customer Analysis aspect of the industry.

I need to know who the primary and secondary customers are?

Also the demographics and psychographics of customers of this industry.

I also need to know about the purchase decisions.

The Where, when, why??

I am confused because I dont know who to include as part of my customers. IS it users of the search engine or paid advertisers of the search engines, there are both customers, right?

Any help would be greatly appreciated.

Ms. Nalini