Google, Bing & Yahoo! Search Data Overview
« Previous Post | Next Post »A closer examination at the search data for Google, Yahoo!, and Microsoft Bing from comScore reveals that Google dominates 65% of the U.S. search market. While at the same time, Yahoo and Microsoft combined sites produce 28% of the searches in the U.S. In terms of overall search users, Yahoo! and Microsoft has a 73.3% searcher penetration while Google has a 84.0% daily searcher penetration. Google on average generates 54.5 searches per month per internet user while Yahoo! and Microsoft produces 26.9 searches per person per month.
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U.S. Search Market Overview for Top 3 Core Search Engines June 2009 Total U.S. – Home/Work/University Locations Source: comScore qSearch |
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| Searcher Penetration | Share of Searches | Searches per Searcher | |
| Total Core Search | 100.0% | 100.0% | 70.5 |
| Google Sites | 84.0% | 65.0% | 54.5 |
| Microsoft Sites + Yahoo! Sites(ombined) | 73.3% | 28.0% | 26.9 |
| Yahoo! Sites | 56.5% | 19.6% | 24.5 |
| Microsoft Sites | 41.4% | 8.4% | 14.3 |
Craig Macdonald, CMO and SVP of Products for Covario
“Separately, Yahoo and Bing, with 20 percent and 8 percent of the market share respectively, are unable to efficiently meet the inventory needs of advertisers which are attainable through Google. The combination of the two platforms, however, gives advertisers the ability to reach about 30 percent of the search market in a more efficient manner – which may drive an increase market share post-integration. A market share of 30 percent also represents a critical threshold that many marketers feel is necessary for them to justify the investment of national marketing dollars in a particular program.”
Google Searchers Have Higher Loyalty than Microsoft and Yahoo! Searchers
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Cross-Searching Analysis for Top 3 Search Engines June 2009 Total U.S. – Home/Work/University Locations Source: comScore qSearch |
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| % of Searches Conducted at: | Searchers at: | |
| Google Sites | Microsoft Sites + Yahoo! Sites (Combined) | |
| Total Core Search | 100.0% | 100.0% |
| Google Sites | 68.9% | 60.7% |
| Microsoft Sites + Yahoo! Sites (Combined) | 24.8% | 32.6% |
Gord Hotchkiss, President & CEO, Enquiro Search Solutions
“The challenge facing a Microsoft/Yahoo! combined search offering is that choice of search engines is often a subconscious decision on the part of the user. For Microsoft/Yahoo! to disrupt the Google habit, they have to offer a compelling enough reason to do the cognitive heavy lifting required to break a subconscious habit. A significantly differentiated and superior search experience would be such a reason. The other option is to continue to interrupt consistently ‘upstream’, by integrating search tightly into their properties or applications so that people don’t have to go to the effort – minimal though it is – to go to Google to launch their search.”
