comScore just released their May search query market share data, which we note encompasses a period before Microsoft launched their new Bing "decision engine". Well if anything, the latest data will set us up nicely to see whether Bing makes a Bang. May search share was at a record high for Google (GOOG) and a record low for Microsoft (MSFT), so there is a lot of rook for improved YoY comparisons.
Some preliminary comScore data appears to indicate that Bing may have gained MSFT 200 bps in market share already, but let's see how the engine fares a few months out, once the novelty factor wears off. I personally went, checked it out, did a few searches, then found myself habitually back to using Google. I don't think I even type www.google.com anymore, I just type keywords into my Google Chrome browser, so unless Bing gives users some sort of advantage, I expect it to Bomb.
Citi sees Yahoo share stabilizing due to improvements
But we'll see. Another interesting part of the latest comScore data is in regards to Yahoo (YHOO). As Citi analyst Mark Mahaney explained in his latest June 17 flash, May comScore data shows that Yahoo query share appears to have stabilized, now in the 20-21% range for nine months straight. He attributed this to various enhancements Yahoo has been implementing. So maybe they have been able to steady the ship in terms of search.
Still, to me the biggest problem with Yahoo search is that when you visit their page, it's as if they want to be first a web portal site, and then only secondly a search engine. I am bombarded by links to all kinds of Yahoo network content which I rarely ever need to use, and if I wanted to find. would just search for. With a good, fast search engine, I don't need to see a Yahoo Music link on the page, I can just type Yahoo Music in the engine.
Just by the style of businesses Yahoo seems to do online, vs. Google, it has always seemed that Yahoo was more focused on the front end of the web, basically a website for different topics, while Google has been focused on the back-end, to be an engine in the background supporting our web use. Google search has always appeared to be faster, better, and more pleasant to use.
Yahoo could be the easy target for Bing
While most eyes will probably be watching the upcoming Bing/Google battle closely, even Google's founders, maybe Yahoo could end up the biggest loser. Bing could grab its share too after all. Here's an interesting question (for me at least)... what percentage of users, for each search engine, use their search engine due to active choice? (rather than just use it because it's there). I have a feeling that much of Microsft and Yahoo's share, at least pre-Bing, comes from people who just use whatever search bar they have available. Google users are probably more likely to be making conscious decisions to use Google over other engines. If this could somehow change with Bing, then Microsoft maybe will have gained some real traction.
p.s. One more interesting note, in addition to our previous thoughts, from Citi's June 17th search market share flash. Interestingly Twitter has begun to show up on the radar in terms of search market share.
Search volume on Twitter in May was 30.1MM, (.001% U.S. market share), with 4.2MM searchers, and 39.4MM Result Pages, exceeding the 22.2MM searches conducted on Time Warner Cable.
Sure their share is tiny, but it's brand new, growing, and has a passionate user base as opposed to "use any default search box" types. They've already beaten Time Warner Cable, perhaps one day they break past Ask.com's sub-4% share? Very early days, but something to think about.
