Its important to remember that it is data from AOL users, so you can assume this is generally the *most* neophyte behaviour, so thats the *worst* it could be, on average.
Might not represent your market at all!
I agree, AOL users, may not be a good population sample. However, it is interesting. I heard once that if you have a niche topic, your visitors are going to find it regardless of whether or not you are on page 1.