Search market share for Google drops in UK

Posted on November 10, 2012


According to recent research conducted by Experian Hitwise, Google has achieved the lowest percentage of the UK search market for the last five years. The figures for October were released by the company which monitors traffic on the web, revealing that Google was used in 89.33 per cent of searches made in the UK.

Microsoft Bing is in second place with five per cent of the market, as the main rival to Google while in third place is Yahoo’s Ask. One possible explanation for Google’s market share dropping is that Bing is installed on Windows 8 operating system by default. According to Luca Paderni, analyst for Forrester Research, Bing’s promotional tactics have been aggressive over recent months, in the lead up to Christmas. However, Paderni adds that the drop in percentages would have to occur over more months before being labelled consistent.

Google is recognised as the dominant search engine in many countries world wide, although competing search engines take the lead in their home country. Baidu in China is the main search engine used, while Yandex is mainly used in Russia.

The research was carried out by Hitwise using data from a number of UK internet service providers, looking at search patterns of eight million people. Google is the main component of search engine optimisation, especially for companies in UK cities including Chester. The SEO campaign does feature a number of search engine companies, although Google is the main feature. Social media sites also feature, including Google+.


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