According to a consumer satisfaction report on search engines and Internet portals conducted by consulting firm ForeSee Results, the user's experience could influence loyalties to brands that advertise on engines, MediaPost reported.

The study found that ads running on sites which consumers like are more likely to produce better results, said Larry Freed, president and CEO at ForeSee Results.

"The advertiser feels the backlash, "guilt by association" if the consumer doesn't like the search experience," added Freed.

In addition, according to the American Customer Satisfaction Index (ACSI), Annual E-Business Report, released Tuesday, AOL was ranked in last place, but with the most improvement from previous years compared with other search engines on the list. Google was on the top as the "most liked," followed by "All Others."

"This could indicate that consumers are turning to niche engines more often," said Freed.

Google stayed on top with an 86 percent satisfaction rating, same as last year. "All Others" followed with 78 percent, up 2.6 percent since last year. Yahoo was in third with 77 percent. AOL was on the last with 70 percent satisfaction rating, but up 1.4 percent, MediaPost reported.

Higher satisfaction leads to more revenue, which will encourage better financials and improved stock performance; however, Freed does not suggest that investors use the model to buy stocks, MediaPost reported.

Overall, internet portals and search engines had a satisfaction score of 83 percent, up 3.8 percent from the previous year.