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There were some interesting developments this month, and some continued trends. In the US, Google and Bing had a share of the spoils as the only search engines to gain market share. Whilst here in the UK, Google’s market share reduced marginally, with Bing and ‘other’ search engines gaining most ground.
Looking at the UK statistics, figures from Hitwsie have revealed that Google still dominates the market, although continue the monthly trend of dropping search volume – if only fractionally. Statistics show a monthly reduction from 90.16% in February to 90.02% in March meaning a 0.13% drop in the search market.
Those who have gained from this drop include Bing, with a 0.05% increase from 4.19% in February to 4.24% in March, thus continuing their slow but steady rise in the market. The biggest winner though comes from the ‘other’ category, which has increased its share from 1.35% in February to 1.49% in March, an increase of 0.14%. It could be speculated this rise may be as a result of mobile search, which has risen exponentially since the proliferation of smart phones and tablets. This was revealed last month within Hitwise’s annual awards as mobile search engines were some of the most used throughout 2010 [See: Experian Hitwise Awards 2010: And the Winners are…].
In the US, Bing continue their growth within the market and Google’s slow monthly reductions seems to have stopped with a 0.30% rise this month.
According to figures from ComScore Google’s market share rose 0.30% from 65.40% in February to 65.70% in March. The growth figures (0.30%) were exactly the same for Bing who also experienced a rise from 13.60 % in February to 13.90% in March.
Last month, we reported that Yahoo and Ask both experienced stagnation [See: Search Engine Market Share Statistics – March 11] and this month, their share actually dropped by 0.40% and 0.10% respectively. With Yahoo’s continuing market plateauing/loss, and a market share currently at 15.70%, it may not be long before Microsoft’s Bing, currently at 13.90% of the market, actually overtake them.
Other search statistics on the US markets, notably Hitwise actually reported that Google suffered a whole 3% loss this month, with Bing (including Bing powered search) and Yahoo the direct benefactors showing a 12% and 5% increase respectively. It should be noted these statistics are for web searched only and utilise a smaller sample than the ComScore statistics. This highlights a significant difference in how search engine market statistics are calculated.
In summary, Google maintain their stranglehold on the Search Engine Market Share on both sides of the pond and Bing continues to gain a slow but steady grip on the market. As a result Yahoo, Ask and AOL have all suffered again. This month also saw a big rise for ‘other’ search engine in the UK that may be as a result of the rise of mobile search.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.