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Google receives 72 percent of searches in December 2009
Bing continues to see growth to verticals
New York, N.Y., January 13, 2010 — Experian® Hitwise® announced today that Google accounted for 71.57 percent of all U.S. searches conducted in the four weeks ending Nov. 28, 2009. Yahoo! Search, Bing and Ask.com received 15.39 percent, 9.34 percent and 2.65 percent, respectively. The remaining 52 search engines in the Hitwise Search Engine Analysis Tool accounted for 1.07 percent of U.S. searches.
Percentage of U.S. searches among leading search engine providers
Note: Data is based on four-week rolling periods (ending Nov. 28, 2009, and Jan. 2, 2010) from the Hitwise sample of 10 million U.S. Internet users.
*This includes executed searches on Bing.com, Live.com and MSN Search but does not include searches on Club.Live.com.
Source: Experian Hitwise
Shorter searches are flat this past month
Shorter search queries, averaging searches of one to four words in length, were flat between November and December 2009. Searches of one and two words increased 1 percent. The same time period showed that longer search queries — those averaging five to more than eight words long — were down 2 percent from month to month. Searches of one word comprised the majority of searches, amounting to 24.34 percent of all queries.
Percentage of U.S. clicks by number of keywords
|
Subject |
November 2009 |
December 2009 |
Month-over-month
percentage change
|
One word
|
24.13%
|
24.34% |
1% |
Two words
|
23.14% |
23.41% |
1% |
Three words
|
20.37% |
20.32% |
0% |
|
Four words |
13.84% |
13.79% |
0% |
|
Five words |
8.13% |
8.02%
|
-1%
|
|
Six words |
4.43% |
4.37% |
-1%
|
|
Seven words |
2.43%
|
2.37% |
-2%
|
|
Eight or more words |
3.54%
|
3.38%
|
-5%
|
Note: Data is based on four-week rolling periods (ending Nov. 28, 2009 and Jan. 2, 2010) from the Hitwise sample of 10 million U.S. Internet users.
Source: Experian Hitwise
Google is greatest source of traffic to key U.S. industries; Bing continues to see growth to verticals
Search engines continue to be the primary way Internet users navigate to key industry categories. Comparing December 2009 with December 2008, Automotive, Business and Finance, Entertainment, News and Media, Social Networking and Sports categories showed double-digit increases in their share of traffic coming directly from search engines.
Google was sending the most visits to the four categories below among the top three search engines. Google’s percentage of upstream traffic grew for the Automotive, Shopping and Travel categories. Bing saw double-digit growth among all four categories and Yahoo! Search saw double-digit growth in the Shopping category, as seen in the table below.
Percentage of U.S. upstream traffic from search engines among verticals
| Domain: |
Google |
Yahoo! Search |
Bing* |
| |
Dec.
2008 |
Dec.
2009 |
YoY%
change |
Dec.
2008 |
Dec.
2009 |
YoY%
change |
Dec.
2008 |
Dec.
2009 |
YoY%
change |
| Automotive |
18.77% |
21.13% |
13% |
4.30% |
3.82% |
-11% |
1.27% |
2.26% |
78% |
| Health |
31.91% |
31.09% |
-3% |
6.31% |
4.73% |
-25% |
1.70% |
3.29% |
94% |
| Shopping |
18.36% |
19.95% |
9% |
4.26% |
4.73% |
11% |
1.31% |
2.25% |
72% |
| Travel |
27.09% |
29.95% |
9% |
4.99% |
4.02% |
-19% |
1.88% |
2.78% |
48% |
Note: Data is based on monthly upstream traffic from the Hitwise sample of 10 million U.S. Internet users and does not include news searches.
*This includes executed searches on Bing.com, Live.com and MSN Search but does not include searches on Club.Live.com.
Source: Experian Hitwise
About Experian Hitwise
Hitwise, an Experian company, is the leading online competitive intelligence service. Only Hitwise provides its 1,500 clients around the world with daily insights on how their customers interact with a broad range of competitive Web sites and how their competitors use different tactics to attract online customers.
Since 1997, Hitwise has pioneered a unique, network-based approach to Internet measurement. Through relationships with ISPs around the world, Hitwise’s patented methodology anonymously captures the online usage, search and conversion behavior of 25 million Internet users. This unprecedented volume of Internet usage data is seamlessly integrated into an easy-to-use, Web-based service, designed to help marketers better plan, implement and report on a range of online marketing programs.
Hitwise, an Experian company (FTS:EXPN), http://www.experianplc.com, operates in the United States, the United Kingdom, Australia, New Zealand, Hong Kong and Singapore. More information about Hitwise is available at http://www.hitwise.com.
For up-to-date analysis of online trends, please visit the Hitwise Intelligence — Analyst Weblogs at http://weblogs.hitwise.com and the Hitwise Data Center at http://www.hitwise.com/datacenter.
About Experian
Experian is a global leader in providing information, analytical and marketing services to organizations and consumers to help manage the risk and reward of commercial and financial decisions.
Combining its unique information tools and deep understanding of individuals, markets and economies, Experian partners with organizations around the world to establish and strengthen customer relationships and provide their businesses with competitive advantage.
For consumers, Experian delivers critical information that enables them to make financial and purchasing decisions with greater control and confidence. Clients include organizations from financial services, retail and catalog, telecommunications, utilities, media, insurance, automotive, leisure, e-commerce, manufacturing, property and government sectors.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Experian has corporate headquarters in Dublin, Ireland, and has operational headquarters in Costa Mesa, Calif., and Nottingham, UK. The Group employs approximately 15,500 people in 38 countries worldwide, supporting clients in more than 65 countries around the world. Continuing sales for the year ended March 31, 2008, were in excess of $4 billion.
For more information, visit www.experianplc.com.
Matt Tatham
Hitwise, an Experian company
1 212 380 2939
matt.tatham@hitwise.com
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