The Business Insider is proclaiming that “ Bing Crushes Yahoo Again in November ”, based on numbers released by comScore for November search-engine performance. But do the numbers reported support this bold statement of success and failure?
According to comScore, search-engine market share broke down like this: Google, 65.6%; Yahoo, 17.5%; Bing, 10.3%; Ask Network, 3.8%; and AOL, 2.8%. (AOL still exists?) This seems to indicate that Yahoo and Bing still occupy the same ordinal ranks they did in October. A little closer, perhaps, but that’s about it. And, if anything, both were crushed by Google.
Maybe it’s the change from October to November that’s the cause for the hyperbole? Google was up 0.2 percentage points, Yahoo down 0.5 percentage points, and Bing up 0.4 percentage points. Yeah, Yahoo lost ground in November, and Bing gained, but the shifts don’t seem all that dramatic. And when you consider year-to-year (Y/Y) differences, Yahoo seems about the same place it was a year ago, with its "core search volume" up 1.1%. Bing is new to the market, so it showed a more dramatic 46% Y/Y increase (even though Bing isn’t yet a year old ).
Still, trends for Yahoo seem pointed down, having fallen from a 20.1% market share in May to 17.5% in November, while Bing rose from 8.0% to 10.3%. Percentage-wise those differences may be meaningful. Maybe that justifies the hand-wringing over Yahoo and back-slapping for Bing.
Before getting too excited about the impending demise of Yahoo, it would be nice to see revenue figures for it and Bing. After all, it’s not the number of people using the service that really matters, it’s how much you make off those people that counts.
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