Report: MicroHoo “Penetration” Near Google’s, Google Users Most “Loyal”

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.

picture-1301

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.

picture-131

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.

Related Topics: Channel: Strategy | Google: General | Microsoft: Bing | Stats: Popularity | Yahoo: Search

Sponsored


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



SearchCap:

Get all the top search stories emailed daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

 


 

Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide