Anyone who's ever looked for information on the Internet knows how useful search engines are. This has been borne out by the first comprehensive study of worldwide search activity which reveals that more than 750-million people aged 15 or older – a whopping 95% of the global Internet audience – conducted 61-billion searches in August this year. That's an average of 80 searches per user.
comScore, which measures the digital world, has released information about search activity based on data from its qSearch 2.0 service and provides granular, in-depth analysis of the search universe reported from the top 50 worldwide Internet properties where search activity is observed.
The Asia-Pacific region, which includes large markets such as China, Japan and India, saw 258-million unique searchers conduct 20,3-billion searches.
Europe reported the second-most searchers (210-million) and searches (18-billion), followed by North America, with 206-million searchers and 16-billion searches. The Latin American region demonstrated the heaviest search activity per person, with more than 95 searches per searcher in August.
The search market in the Middle East-Africa region is the most underdeveloped thus far, with the fewest searchers (30-million), searches (2-billion), and searches per searcher (70).
“comScore’s ability to look at search on a global, regional and country level provides unparalleled insight into the evolving search landscape that was not available previously,” says Bob Ivins,executive vice president of International Markets at comScore. “With the tremendous volume of search activity occurring around the world, search continues to present an abundance of marketing opportunities to companies on both a global and local scale.”
Google sites ranked as the top worldwide search property in August with 37,1-billion searches conducted. Of that number, 31-billion occurred at the Google search engine and 5-billion occurred at YouTube.com.
Yahoo! sites ranked second with 8,5-billion searches, while Baidu.com, a Chinese language search engine, followed in third place with more than 3,2-billion searches.
Microsoft sites ranked in fourth place worldwide, while Korea’s NHN Corporation, which owns Naver.com, ranked fifth with 2-billion searches worldwide.
Ivins comments: “Seeing Asian search engines like China’s Baidu.com and Korea’s NHN ranked alongside Google and Yahoo! underscores the fact that search has become a truly global phenomenon. The continued development of search in international markets will undoubtedly present compelling opportunities for savvy marketers on a global scale.”