August 29, 2012

Study: Search engine use varies by browser; Google still dominant

It’s no secret that Google is the dominant search engine.  There’s a reason that term “Google it” is synonymous with “use a search engine”:  Google accounted for 66.8% of all searches conducted in July of 2012, according to comScore.  Yet, search engine use can and will vary based party upon the user’s web browser of choice.  Ad network Chitika recently analyzed ad impressions across their own network to determine the preferred search engine used on each browser.  Considering that both Google and Microsoft produce a web browser and a search engine, the results might be a bit surprising.

According to the press release, Chitika “took a sample composed of hundreds of millions of ad impressions from within the Chitika ad network” from August 14 – August 20, 2012. 

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As expected, Google is the dominant search engine regardless of browser.  It’s most commanding lead was found on Opera where it commanded an amazing 95.35 of usage, followed by Google’s own Chrome browser with 90.5%. In the realm of the top five browsers, Google still reigned supreme.  Even on Internet Explorer which features Bing as the default search setting, Google commanded 53.1% of all of the search traffic.  For the study’s overall results, Google accounted for 74.7% of the search engine usage. 

Other search engines, such as Bing and Yahoo varied by browser, frequently trading the second-place ranking.   On Internet Explorer, Bing held onto 22.5% of all searches which accounted for second place ahead of Yahoo’s close 19.1%.  However, on Firefox and Chrome, Yahoo achieve dominance over the Microsoft product with 13.2% and 5% second-place finishes. 

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Just a bit of context, according to Stat Counter Internet Explorer is still the dominant web browser used in the United States, with Google Chrome moving into second place ahead of Firefox in March of 2012. 

Regardless of the search engine, Google is still the dominant search provider in the Western Hemisphere and would appear to be so for some time.   Businesses of any size should take care to make certain that only accurate information regarding their locations and services appears in the browser’s SERP. 

 

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