As Search and Social Converge, Engagement Matters

  |  March 29, 2010   |  Comments

Social networking services are outpacing the major search engines in terms of audience growth.

As the major search engines continue to attract greater numbers of queries and unique users, social networking services are outpacing them in terms of audience growth, and rapidly catching them in terms of audience size.

According to data from comScore, search products attracted 6 percent more U.S. users in 2009 than in 2008, and those users conducted 16 percent more searches, year-over-year. The Ask Network led that growth with a 19 percent increase in users, year over-year, followed by Microsoft and Google sites, with 15 percent and 9 percent growth, respectively.

In terms of growth, however, social networking sites continue to outpace the search space, with popular services Facebook and Twitter enjoying a period of rapid growth during 2009.

According to Nielsen data, the past year has seen consistent increases in both the number of U.S. users visiting the Facebook site, and the amount of time those users spend interacting with it. Nielsen estimates Facebook attracted around 75.5 million unique users in May 2009, who spent an average of three hours and 12 minutes on the site. Seven months later, that figure jumped considerably to 110 million uniques in December, with the average person spending twice as long engaging - over six hours and 24 minutes per user.

Although that figure remains well shy of the traffic accrued by companies with search products - such as Google and Microsoft - the gap continues to narrow. Google properties attracted 156 million unique users in October, but that number actually dipped slightly during November and December. What's more, users spent an average of 13 minutes less with Google sites and products during December than they did in October.

Microsoft's sites experienced similar changes to Google's in that period; its audience shrank by around 3 million unique users, who spent an average of three minutes less on the sites. By contrast, the average time spent on Facebook grew by around 15 minutes, and its audience increased by over 2 million unique users in the same three-month period.

As time spent with search company products plateau or dip, Facebook continues to demand more and more user attention.

As for Twitter, it attracts a fraction of the audience accrued by Facebook on a monthly basis; yet, comScore estimates it grew unique visits to its Web site by 900 percent between December 2008 and December 2009, reaching 20 million users. Taking into account third-party applications through which many users now access Twitter, its actual user base is likely considerably higher.

Why compare engagement on social sites with that of search properties? Of course, search products aren't typically vying for extended periods of user engagement, and fewer minutes spent with engines could imply greater efficiency of the engine itself. However, as search companies continue to diversify their products and emphasize socialization and collaboration, metrics such as user engagement could become increasingly important for search providers, going beyond simple scale and reach metrics.

This column originally appeared in the March 2010 edition of SES Magazine.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...