New York, N.Y., Jan. 12, 2011 — Experian® Hitwise®, a part of Experian Marketing Services, announced today that Google accounted for 69.67 percent of all U.S. searches conducted in the four weeks ending Jan. 1, 2011. Bing-powered search received 25.77 percent of searches for the month, with Yahoo! Search and Bing receiving 15.17 percent and 10.60 percent, respectively. The remaining 70 search engines in the Hitwise Search Engine Analysis report accounted for 4.57 percent of U.S. searches.
Bing success rate highest for December 2010
Bing and Yahoo! Search achieved the highest success rates in December 2010, meaning that for both search engines, 81 percent of searches executed resulted in a visit to a Website. Google achieved a success rate of 65 percent, up 1 percent over the previous month. The share of unsuccessful searches highlights the opportunity for both the search engines and marketers to evaluate the search engine result pages to ensure that searchers are finding the information they are seeking.
Amazon is top retail site ranked by paid search traffic
Out of all paid clicks to the top 500 retail sites, Amazon captured the majority of traffic, or 12.03 percent of all paid clicks for the four weeks ending Jan 1, 2011. This represents an increase of 51 percent compared with the prior month. Presumably, all of the top 500 retail sites increased their paid search spend for the holiday shopping season, and during this time Amazon continued to outpace its rivals by capturing the highest share of paid search traffic. Among the top five sites in the Retail 500, Amazon also experienced the highest month-over-month growth in paid clicks (51 percent), while Fandango had the highest month-over-month increase (152 percent) among the top 20 visited retail sites in December.
Shorter search queries increase
Shorter search queries — those averaging one to four words long — increased 1 percent from November 2010 to December 2010. Two-word searches comprised the majority of searches, amounting to 24.26 percent of all queries. Longer search queries — five to eight words — were down 4 percent from November 2010 to December 2010.
About Experian Hitwise
Experian Hitwise is the leading online competitive intelligence service. Experian Hitwise gives marketers a competitive advantage by providing daily insights on how 25 million Internet users around the world interact with more than 1 million Websites. This external view helps companies grow and protect their businesses by identifying threats and opportunities as they develop. Experian Hitwise has more than 1,500 clients across numerous sectors, including financial services, media, travel and retail.
Experian Hitwise (FTS:EXPN), http://www.experianplc.com, operates in the United States, the United Kingdom, Australia, New Zealand, Hong Kong, Singapore, Canada and Brazil. More information about Experian Hitwise is available at http://www.hitwise.com.
For up-to-date analysis of online trends, please visit the Hitwise Research Blog at http://www.ilovedata.com and Hitwise Data Center at http://www.hitwise.com/datacenter.
About Experian Marketing Services
Experian Marketing Services delivers best-in-breed data, analytics and platforms into multiple regions around the globe. It is focused on helping marketers more effectively target and engage their best customers through email, digital advertising,customer data management, customer and competitive insight, data enrichment and list rental, modeling and analytics, and strategic consulting. Through these capabilities, Experian Marketing Services enables organizations to encourage brand advocacy, create measurable return on investment and significantly improve the lifetime value of their customers.
Experian is the leading global information services company, providing data and analytical tools to clients in more than 90 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2010, was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.
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