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Search Statistics

An overview of the constantly evolving search landscape

Keep Up To Date With Current Search Trends

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.

1. Search Engine Market Share

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.

Canada Search Share: Jan 2013 - Feb 2013

Canadian Internet Searches Jan-Feb 2013: Google has 64.7% (Ranked by Visits)
Adapted from: Experian Hitwise Canada
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US Search Share: Jan 2013 - Feb 2013

US Internet Searches Jan-Feb 2013: Google has 67.5% (Ranked by Visits)
Adapted from: comScore qSearch
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Global Search Share: Dec 2012

Global Internet Searches Dec 2012: Google has 65.2% (Ranked by Visits)
Adapted from: comScore qSearch
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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.

Dec 2011 Paid vs Natural Search Result Click Distribution.
Adapted from: Nielsen and GroupM UK
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3. Natural Search Click Distribution

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:

Top Three Search Results Click-through Rates

Overall, users clicked on one of the top three results 68% of the time.

Dec 2011 Natural Search Result CTRs
Dec 2011 natural search click distribution
Adapted from: Nielsen and GroupM UK
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Brand vs Non-brand Click-through Rates

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.

2011 brand vs non-brand natural click distribution
Dec 2011 brand vs non-brand natural click distribution
Adapted from: Nielsen and GroupM UK
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Industry-specific Click-through Rates

Click distribution varies across most industries or verticals. A selection from Nielsen's study:

2011 industry-specific natural search click distribution
Dec 2011 industry-specific natural search click distribution
Adapted from: Nielsen and GroupM UK
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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.

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