Springboard SEO curates statistics on search engine market share and online user behavior on a monthly basis.
The Internet usage statistics below are sourced from recognized Internet market research companies such as Experian Hitwise, Comscore, Nielsen, and other industry leaders. Trends in website visitor behaviour and search engine market share are measured from hits on internet web pages, surveys, data collected from Internet Service Providers (ISPs), and other sophisticated methods.
The following charts summarize recent market share for leading search engines. Google continues to climb steadily as the most used search engine in all demographics.
Sponsored search results only account for 6% of total clicks compared with natural search results, which receive 94% of clicks, according to research done by Nielsen for GroupM UK, in Dec 2011. This research was based on 28 million people in the UK making a total of 1.4 billion brand and non-brand searches during June of 2011.
Nielsen's results don't differentiate between navigational, commercial, or informational searches; therefore, this percentage can vary widely, especially across different industries.Top
Nielsen's Dec 2011 study for GroupM broke down natural search click distribution in brand vs. non-brand click-through rates (CTRs), illustrating several interesting trends:
Overall, users clicked on one of the top three results 68% of the time.Top
On branded searches, the top three search results received 90% of clicks, which suggests that most of branded searches are navigational in nature—that is to say, to perform a search for a brand name as a means of navigating to its website.
On non-branded searches, however, Nielsen's study shows that searchers are more likely to go beyond the top 3 results. The top three results for non-branded search received 61% of clicks.Top
Click distribution varies across most industries or verticals. A selection from Nielsen's study:Top
Stay up to date with continuously evolving Internet usage trends to better understand and predict where your online marketing efforts should go. For insights into how your own website is performing, have us measure and maximize all your online marketing activities with our web analytics services.