Report: MicroHoo “Penetration” Near Google’s, Google Users Most “Loyal”
Aug 14, 2009 at 12:13pm ET by Greg Sterling
This morning comScore released data and analysis that compares search share, searcher penetration and loyalty at the combined Microsoft-Yahoo property vs. Google. While Google has a much higher share of the number of searches conducted in the US in a given month, the searcher “penetration” for MicroHoo is almost that of Google.
The chart immediately below shows Google with 65 percent of the search volume in the US. It also shows that 84 percent of search users are on Google. However 73.3 percent of the search user population are on Yahoo and Microsoft, when the two are combined.
The data in the table below, according to comScore, are reflective of search engine user loyalty:
[T]hose who searched on Google had the highest loyalty rate, with 68.9 percent of all their searches occurring on Google Sites. Users of the engines at the combined Yahoo! and Microsoft Sites conducted 32.6 percent of their searches on the combined Yahoo! and Microsoft Sites, but a much higher 60.7 percent of their searches on Google Sites.
These data, again, reflect that while lots of people use Yahoo and Microsoft’s search engines most searching happens on Google. The “loyalty” issue raises the question of whether people are just using Google out of “habit” or because they have a positive relationship with the Google brand and affirmatively favor it.
The new conventional wisdom is that people simply use Google because they’re familiar with it and have become habituated to using it. But I suspect that explanation doesn’t really capture what’s going on. Here’s an earlier post on the subject of search satisfaction, brand strength and loyalty.
Share, Bookmark & Discuss This Article
More:
Keep Updated: News Via Email | News Via RSS Feed | News Via Twitter
See more stories like this in the Members Library! Check out the Google: General, Microsoft: Bing, Stats: Popularity, Yahoo: Search sections of the Members Library where this story is filed. Members also get access to exclusive video content, a members-only weekly & monthly newsletter, plus more. Check out all the benefits!
TOP STORIES
SEARCH NEWS BRIEFS
FEATURES & ANALYSIS
RECENT COMMENTS
- incrediblehelp said " More CBS "Sportsline" fail in the SERPs. The only thing they seem to rank decent for are athlete nam"
- sidshah said " Nice article George. I am in full agreement with you. There appear to be two trends in the marketpla"
- abbybwman said " On a more serious note, I've repeatedly seen the acquisition price of Twitter floated around the web"
FREE DAILY SEARCH NEWS RECAP!
Stay on top of all the search news with our daily summary, the SearchCap newsletter. View a sample ›
STAY CURRENT THROUGHOUT THE DAY
Search Engine Land produces SMX, the Search Marketing Expo conference series. SMX events deliver the most comprehensive educational and networking experiences - whether you're just starting in search marketing or you're a seasoned expert.
SMX Web Site » | SMX Difference » | SMX News »
Join us at an upcoming SMX event:
- SMX West – March 2-4, 2010
- SMX Munich – March 23-24, 2010
- SMX Toronto – April 8-9, 2010
- SMX Sydney – April 22-23, 2010
- SMX Advanced London – May 17-18, 2010
- SMX Advanced Seattle – June 8-9, 2010
- SMX East – October 4-6, 2010
- SMX Stockholm – October, 2010
Learn more about search marketing with our free online webcasts and webinars from our sister site, Search Marketing Now. Upcoming online events include:
- PPC Content Networks and Placement Campaigns – February 9, 2010
- Need to Know SEO – February 11, 2010
- PPC & the Long Tail – February 18, 2010
- Hey! That’s My Conversion – February 25, 2010
TRACK US SOCIALLY
- Wall Street Journal Recommended Reading
- Ad Age Power 150 Blog
- Technorati Top 100 Blog
- Techmeme Leaderboard Source
- Best Search Engine Community/Forum
Featured sites from our Blogroll
- The Ask.com Blog
- The Official Google Blog
- Search Engine Optimization, Google Optimization – RSS Feeds
- JupiterResearch Analyst Weblogs – Search
- Jennifer Slegg – An SEM Consultant
Get Your Search Engine Land
Premium Membership!
Become a premium member today and receive:
- Express commenting privileges & photo.
- Exclusive videos & newsletters.
- Discounts to our SMX conferences.
- Access to "How To" & Other Archives.
© 2010 Third Door Media, Inc. All rights reserved. Google, Yahoo & Microsoft logos trademark respective companies and used with permission.
