August Search Market Share: Google Still Volume Leader, but Consumers Taking Advantage of Bing Paid Links

Search Share

Since its launch at the beginning of June, Microsoft’s Bing has been gaining traction in the search realm, and is proving itself to be a viable competitor to Yahoo! and Google. Bing has seen increase in its search volume for the past three months straight. Out of the "big five engines" Bing and AOL are the only ones who can make that claim. In terms of core search growth, Bing stands out.

Bing’s search share continues to rise and now stands at 8.5% when including Club Bing. The majority of Bing’s increase came from growth in core search which continued growing at .3ppt this month. While AOL and Yahoo! can barely show growth from last year, Ask, Google and Bing all enjoy double digit search volume growth Y-O-Y. Out of those three Bing is currently leading the pack with 29.7% Y-O-Y growth in its core search volume. Google served up 200 million less queries in August compared to July, dropping its search share to 72.3% when taking into account Club Bing.

Bing makes gain in Paid Clicks

Last month we reported that Bing wasn’t able to convert its search share growth into more paid clicks, but we cannot say the same this month. Not only did we see Bing increase its paid search share by .2ppt in August, the share of Bing users who perform a paid click and the rate at which Bing users perform paid clicks, are all up for the past three months.

Google has hovered around 6.2% share of paid clicks for the past 3 months. In terms of paid clicks per user, Google still dominates the field with an average of 4+ paid clicks per user. Yahoo! is second in this category, with an average of 1.6 paid clicks per user in August. When Bing launched in June, Bing saw an immediate 30% spike in paid clicks per users. While growth has slowed since then, Bing is still increasing the number of paid clicks by 5% in each of the past two months. This is a sign that Bing is doing a good job at providing relevant paid links that capture the eyes and intentions of the user

It will be interesting to see if this summer’s decline in search volume will recover in September. Could a short hiatus from searching cause a user to explore a new engine (Bing?) when they get back?

Categories: Search

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