December 19, 2005

Search Loyalty Is Hard To Find

Google Leads, But Consumers Stray Often

by Brian Haven, Charlene Li

with Chris Charron, Remy Fiorentino

Executive Summary (This is a document excerpt)

Consumers have their favorite search engines, but search loyalty just does not exist — and niche players have stepped in to fill the gap. The success of smaller search engines has reduced the combined share of the top four search engines (Google, Yahoo!, MSN, and AOL) from 88% in 2004 to 83% in 2005. The competitiveness will only grow as search engines are forced to steal users from the competition, rather than trying to attract the dwindling pool of new Internet searchers. To grow search engine loyalty, companies need to innovate with new products, Web mail, or portal services.

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