November 19, 2004

What's Next For Search: User Loyalty

Search Engines Seek To Solidify Loyalty

by Charlene Li

with Chris Charron, Sally M. Cohen

Executive Summary (This is a document excerpt)

Although Google has a commanding lead in the number of online consumers regularly using its search tools, the fact that users frequently use another search engine opens the door for defection. MSN's beta launch of its own search engine — as well as continued innovation from Yahoo!, Ask Jeeves, and new entrants — means that Google will see plenty of challenges as the battle for search moves to the desktop, mobile devices, multimedia files, and industry verticals. Major search players will play a central role but will slowly cede ground to search specialists.

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