Nielsen Online: Nov. 2007 Search Stats See Google On Top
popularity stats time, now that the figures are in from all the major
ratings services. I’m starting off with those from
Nielsen Online, the former
Nielsen NetRatings. For November 2007, they show the usual picture — Google
leading the pack, followed by Yahoo and Microsoft.
You’ll find the press release
here (PDF format),
showing the top ten most popular services. Here are the top five:
- Google: 57.7%
- Yahoo: 17.9%
- Microsoft: 12.0%
- AOL: 4.5%
- Ask: 2.7%
The figures above are the percentage of all US searches handled by the leading
search engines. Here are the numbers in pie chart format:
Note that in the chart above, traffic from Ask.com-owned
My Web Search is not combined by Nielsen
with the Ask figure. If it were, the Ask figure would rise to 3.8 percent.
Normally, I do a trend chart showing changes over the past year. However,
Nielsen changed (PDF
file) how ratings are compiled as of October 2007. That means figures from
before that month are not comparable with those afterward. I also don’t do
month-to-month trends for the reasons covered in my caveats, below. So, after a
few months, trends for Nielsen will return when there is enough to compile a
As a reminder, my general rules when evaluating popularity stats:
- Avoid drawing conclusions based on month-to-month comparisons. Lots
of things can cause one month’s figures to be incomparable to another month.
It’s better to see the trend across multiple months in a row.
- Avoid drawing conclusions based on one ratings service’s figures.
Each service has a unique methodology used to create popularity estimates.
This means that ratings will rarely be the same between services. However, a
trend that you see reflected across two or more services may give you faith in
trusting that trend.
- Consider Actual Number Of Searches: While share for a particular
search engine might drop, the raw number of searches might still be going up
(and thus they might be earning more money, despite a share drop). This is
because the "pie" of searches keeps growing, so even a smaller slice of the
pie might be more than a bigger slice in the past. See
August 2007 Search Share Puts Google On Top, Microsoft Holding Gains for a
further explanation of this.
Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.
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