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Bing make up some ground in the US, whilst Google achieve near domination of UK search volume, reaching 90%in the latest search engine market share statistics.
The new YaBing partnership appears to be bearing some fruit over in the US. Last month the two engines combined to control a sizeable 26.6% of the entire search market, taking a 2.1% chunk out of Google’s lead. Bing was the biggest gainer, leaping from 9.9% up to 12.5%. Yahoo slipped 0.3% down to 14.1%. However, according to Nielsen’s latest statistics, Google is the biggest loser; slumping to a mere 65.2% of the search market from 67.3% in December [see: Search Engine Market Share Statistics – February 2010].
On this side of the pond, things have been a little more settled. Google have reinforced their market dominance by reaching 90% of the total UK searches. This represents a gain of just 0.32% since last month. Bing has suffered a slight slip, going from 3.07% down to 2.98%. Certainly nothing to be too concerned about though.
Yahoo has responded well to last month’s drop, gaining a full 1.06% in the largest jump in the latest Hitwise statistics. This gives them a 5.78% search market share and a combined YaBing total of 8.76%.
Understandably the total US search traffic dropped off a little during February. Total searches reached 9.17 billion, as compared to 9.95 billion in December. However, accounting for three fewer days in the month of February, daily search volume fractionally increased.
With the proliferation of the Internet and the wider accessibility offered by improved broadband range and Internet-ready mobile devices, search volumes are likely to continue their steady increase in search volume. In terms of visits though, they could be coming under some pressure.
As revealed yesterday [see: Facebook Leapfrogs Google in US Internet Market Share], Google has already been trumped as the most visited website in the US by Facebook. Search and social media are two of the most prominent industries experiencing growth online. Search engines are something of an evergreen property, whilst Facebook and Twitter have seen exponential growth month on month in their relatively short existence.
Here in the UK, again according to the latest Hitwise statistics, Google.co.uk remains the most visited site; and by a long way too. 9.34% of all visits are to the search giant’s site, leaving Facebook in a distant second place with 6.01%.
Since the last statistics were published Yahoo and Bing have had their merger approved in Europe and the US [see: European Courts Okay Yahoo and Bing Merger]. Bing has also begun a major advertising campaign to promote their ‘decision engine’. This includes a television ad (below) and sponsorship of major shows, including Channel 4’s coverage of The Simpsons.
We will only be able to monitor just how effective this brand awareness campaign is in several months’ time. Due to the relative freshness of the Bing brand, it has a major uphill struggle to overhaul the far more established market leader in Google. Whilst the aforementioned ad is memorable for all the wrong reasons, it is certainly a statement of intent. One to watch out for in the future certainly.
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.