Searching for Search Growth — The Truth is Still Out There

In the last week, Nielson//NetRatings and comScore Media Metrix, two competing Internet measurement companies, both released their search engine results — with contradictory findings and implications for GYM. Tables 1 & 2 show Nielson//NetRatings results while Table 3 shows comScore Media Metrix results. Here is a link to the Nielson//NetRatings press release in pdf or in html at Tekrati and a link to comScore press release in pdf.

What’s interesting is the degree of the difference and the implications that can be derived.

According to Nielson//Netratings, searches grew by 1.6 billion or 39%, January 2006 over January 2005. It looks like the growth is very good, not quiet as high as the same period in earlier years — but trending well. According to comScore Media Metrix, search grew by half a billion or 11%, January 2006 over January 2005. Now the alarm bells are ringing and I’m wondering whether search engines and media sites that derive significant revenue from partnering with these search engines (like Google Adsense), are a worthwhile investment.

What’s even more confusing is share percentage increase. Looking at one set of numbers Google & Yahoo only slightly increased. Looking at the other set of numbers Google had a good increase while Yahoo lost 3 points.

It seems the only thing that both agree upon is the fact that Google is still the leader and still pulling away from its competitors.

Table 1. Total Online Searches, Jan 2005 vs. Jan 2006 (U.S.), According to Nielson//NetRatings

Source: Nielsen//NetRatings, February 2006

Table 2: Search Share Rankings (U.S.), According to Nielson//NetRatings

Source: Nielsen//NetRatings, February 2006

Table 3: Total Internet Searches and Share of Online Searches by Engine, January 2006 vs. January 2005 — Total U.S. Home, Work and University Internet Users, According to comScore Media Metrix

Source: comScore qSearch

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