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BizReport : Search Marketing : August 17, 2009

Google users are a loyal bunch

Data from comScore, released Friday, shows that Yahoo and Microsoft have a real battle on their hands if they are to pry Google users away from the brand.

by Helen Leggatt

According to comScore's data, released last Friday, search market leader Google has a loyal following.

Google searchers conduct twice the number of searches than those using Yahoo and Microsoft, found comScore, despite their combined search penetration (73%) being not too far behind Google's (84%).

"The challenge facing a Microsoft/Yahoo combined search offering is that choice of search engines is often a subconscious decision on the part of the user," said Gord Hotchkiss, CEO of Enquiro Search Solutions, in Friday's announcement.

"For Microsoft/Yahoo to disrupt the Google habit, they have to offer a compelling enough reason to do the cognitive heavy lifting required to break a subconscious habit," he added.

Even those who use Yahoo and Bing still use Google more, found comScore. While almost a quarter of Google users also use Bing or Yahoo, Bing and Yahoo users do 60% of their searches on Google.

Tags: Bing, comscore, Google, loyal, Microsoft, search market, searches, users, Yahoo

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