A new Nielsen/NetRatings survey indicates that users of search engines are a fickle lot, unsurprisingly. More than half use multiple engines. This revelation runs counter to broad assumption in the "Google it" era. While algorithmic excellence and result quality certainly play a part in user loyalty, I think a more important factor in the long run will be convenience and access. The engine which integrates itself into the natural rhythms of the user's online life will enjoy some degree of loyalty. This is where Yahoo! and Microsoft have an advantage: they own their users to a greater degree than Google does. Google products are often so dazzling (Google Maps, Keyhole, Gmail) that they effectively force users to them, but it's a riskier path. I would rather be Yahoo!, holding onto hundreds of millions of unique monthly visitors with an unfathomably broad array of so-so services, than Google, which must constantly be inventing at a stellar level.
Holding the Disloyal Searcher
Reader Comments
(Page 1)2. Multiple search engines does offer varied results. I do Yahoo at times when google results become stagnant on certain topics.
Posted at 4:42AM on Dec 19th 2005 by Shashank Sharma
3. Yeah, I don't think it's fickle-ness (if that's a word). I don't think that people are using only one search engine at a time and then switching entirely over to another. I don't know anyone that seriously uses search that limits themselves to one engine. They may start with one and then move to another if they need more broad/different info or a different view. If they are just looking for one little piece of info (like a phone number), it could be valuable to understand which engine they go to first. And that could change over time.
Heather Hamilton | Staffing Programs Manager
Microsoft Corporation | 425.706.2312
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1. Using multiple engines is a good idea, and gives you varied results.
I usually use:
1. Google
2. Yahoo
(I don't usually use more than 2.)
Posted at 4:42AM on Dec 19th 2005 by Todd Henley