It shouldn’t be news to anyone that Google is the most popular search engine in almost every market. But a recent study by Forrester Research found that searchers’ love of Google isn’t matched by exclusive loyalty to Google search.
While 20% of searchers do use Google exclusively, the vast majority (55%) use more than one search engine on a weekly basis. Other search engines fare far worse than Google, though, with Yahoo cornering only 8% of the exclusive market. The news might be worst for Microsoft/MSN/Live/whatever: in terms of exclusive use, they tie for last place among the search engines measured, after AOL (3%) and users’ ISP engines (2%), tying with Ask.com at 1%.
The study indicates that people turn to different search engines for different tasks.
However, as CNET reports, the news isn’t as grim for Google as it seems on the surface (or even Yahoo, though the news still isn’t good for MSFT): 69% use Google at least weekly, compared to 50% for Yahoo, 18% for AOL, and 14% for Microsoft.
Source: Forrester Research
CNET lists some more interesting findings from the study:
- Google’s lead has grown from 41 percent three years ago to 59 percent.
- Twenty-one percent of consumers use Yahoo as their primary search engine. But consider this: while 53 percent of consumers who set Yahoo as their home page most frequently select Yahoo for search, 91 percent of consumers who set Google as their home page most frequently use Google for search.
- MSN remains a distant No. 3, with 3 percent of consumers using the service as their primary search engine.
According to Forrester analyst Shar VanBoskirk, the biggest take home point from this study should be that, while marketers often focus on just getting results in Google, and though Google is by far the market share leader, working for positioning on other search engines is still worth it.
What do you think: will you focus on results from non-Google search engines more? And do you use different search engines depending on what you’re doing?