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BizReport : Search Marketing : September 03, 2007

Audience overlap among major search engines

June and July saw the leading search engines all experience healthy retention rates, although audience overlap rates also remained high.

by Helen Leggatt

nielsen%20logo.gifGoogle, Yahoo and MSN/Windows Live consistently keep their site visitors coming back. A recent Nielsen//NetRatings report found that Google led with a retention rate of 79 percent followed by Yahoo with 69 percent and MSN/Windows Live at 65 percent.

"These search providers are doing a good job of bringing their visitors back month after month, which is an important sign of the health of their customer relationships and a measure with significant financial implications, given the expense of acquiring new customers," said Ken Cassar, chief analyst, Nielsen//NetRatings.

Search users aren’t a particularly loyal bunch according to Nielsen//NetRatings’ data. MSN/Windows Live had the highest audience overlap with 84 percent of unique visitors also frequenting Google and Yahoo, or both.

Yahoo’s audience overlap with Google and/or MSN/Windows Live was 78 percent and Google’s overlap was the lowest at 63 percent with both MSN/Windows Live and Yahoo.

Tags: audience overlap, Google, MSN, Nielsen//NetRatings, search marketing, Yahoo

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