Microsoft Overtakes Yahoo in Search, Says Nielsen

  |  September 14, 2010   |  Comments

Yahoo is unseated as the No. 2 search provider after a year of steady declines.

Yahoo has been unseated as the #2 search provider in the U.S. by Microsoft's search properties, according to Nielsen's August data.

During the month, Microsoft's Bing/MSN/Windows Live sites achieved market share of 13.9 percent, a rise of 2 percentage points compared to July and a leap of 30 percentage points compared to August 2009.

But the report represents a bittersweet victory for Microsoft, since it has come largely at the expense of key partner Yahoo rather than market leader - and prime adversary - Google. According to Nielsen, Yahoo's share has steadily declined over the past year from 16 percent to 13.1 percent of user search queries. Google meanwhile has maintained consistent search market share over the past year, gaining 1 percentage point.

Yahoo's and Microsoft's combined search share now equals approximately 27 percent of total U.S. search queries, while Google commands 65.1 percent - 67.1 percent if distribution partner AOL is included.

In late August, Yahoo announced that Bing is now officially powering all its organic search results in the U.S. and Canada. Paid ads are migrating on a slower schedule, but Yahoo has said it plans to supplant that platform with Microsoft's by the end of October.

Nielsen reports on search queries made deliberately by users, and not contextual searches or other search queries automatically triggered by user behaviors or in-page elements (on MSN article pages for instance).

Nielsen's numbers can't be considered conclusive. The most recent data from two other researchers, Hitwise and comScore, both still rank Yahoo as #2 in search. According to comScore's core search estimates, Yahoo represented 17.1 percent of search activity in July, while Microsoft commanded 11 percent (Core search figures exclude searches for mapping, local directory, and user-generated video sites.)

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

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

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs