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The past month has seen some small, but very interesting fluctuations in the search engine market share statistics for both the UK and US markets. As always Google continue to dominate the market, however they’ve suffered differing fortunes on either side of the Atlantic this month.
Other search engines have performed similarly on both sides of the pond. Yahoo continues to lose ground, whilst Microsoft’s Bing has once again increased their share. Ask actually performed much better in the UK market over the past 4 weeks in comparison to the US market.
Starting with the UK markets, data from Hitwise has revealed that the biggest loser in the past month was actually Google. They lost 0.19% of their share from 90.78% in September to 90.59% in October. Whilst this is small fry for Google, this is the second month in a row they have lost in terms of volume of searches [See: Search Engine Market Share Statistics – October 11].
Does this mean that UK users are turning to other search engines instead? Well if so, Bing have certainly put their marker down as they’ve made a small but still quite a significant 0.16% gain from 3.70% in September to 3.86% October. The other big winner this month was Ask who have seen a 0.17% increase from September to take their total share to 1.76%.
The search engines that have felt the brunt of these gains were Google as mentioned, but also Yahoo and ‘other’ search engines who both lost 0.07% of the market respectively. In the grand scheme of things Google maintain the dominant force, with the second largest search engine being Bing, however there is still much more ground to make if they want to overhaul the search lord.
In contrast to the UK search engine market share results, in the US Google performed exceedingly well according to data from ComScore. The search giant made a small, but impressive 0.30% gain from September to October to take their market share to 65.60%. This is the second month that Google have seen gains, which is welcomed news as they were losing ground, albeit slowly, in previous months.
Bing also saw gains in the US markets with a 0.10% month on month gain taking their total market share to 14.80%. They are slowly closing the gap on Yahoo who once again lost a significant amount in October to take their overall share to 15.20%; at this rate it won’t be long before Bing overhauls them as the USA’s second most popular search engine. In fact this is the second month that Yahoo has lost ground, with a combined loss of over 1%, which in terms of volume of searches is pretty significant, especially in the more competitive US search engine market.
Whilst the changes seen this month are quite small, they do represent the shifts that we have all been expecting for some time, especially in terms of Bing’s rise and Yahoo’s fall. As for Google, well despite any losses, they still maintain that number one spot, and will continue to do so for some time.
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.