Ch-ch-changes (And Traffic-Baiting Slideshows) in Search Cloud Market Share Data From ComScore
A lot of changes in interfaces and some tricky techniques at the three main search engines–Google, Yahoo and Microsoft–gave only a fuzzy picture of the market share numbers for April.
While Google (GOOG) sharpened its look with a handsome new interface, Microsoft (MSFT) and Yahoo (YHOO) beefed up their search offerings with content, including some traffic-generating slideshows.
As a result, comparisons are harder, so overall, Wall Street analysts seem to think it’s a wash for all until new data on real search growth tied to real revenue in the months ahead come in from comScore (SCOR).
For example, without taking into account the changes, Google share was down to 64.4 percent in April from 65.1 percent in March, but it gained slightly when adjustments were excluded.
Yahoo was up, unadjusted, to 17.7 percent from 16.9 percent, but down slightly if adjusted. Microsoft was the same–up to 11.8 percent from 11.7 percent, but down if adjusted.
A Yahoo spokeswoman said in a statement on the report:
“We continue to invest in our search experience with innovations that help people easily find information, which in turn drives greater engagement. Increases of Yahoo!’s search share last month stemming from related searches we display in properties like Yahoo! News, are simply bringing Yahoo! to parity with the way that comScore counts searches across other Internet companies. Including these searches improves the accuracy of reported market share across the industry in April. As always, we encourage you to focus on long-term trends in third-party data rather than short-term swings.”
Confused? So is BoomTown, so enjoy J.P. Morgan’s Imran Khan on the search market share trends in his report here: