Eastern Europe Search Players a Factor
Google’s top position was followed by eBay, which accounted for 3.1% of European searches. Yandex, a search portal, ranked third with 2.2% search market share, slightly ahead of Yahoo Sites at 2.0% and Microsoft Sites at 1.9%.
Two Polish properties, Nasza-Klasa.pl and QXL Ricardo also proved popular, with 1.3% and 1.2% shares, respectively.
Another Russian property, Rambler Media, grabbed the No. 10 position with a 0.5% share.
“[W]e are seeing key local players show leadership in Eastern Europe, where English is spoken less than in Western markets,” said Jack Flanagan, EVP of comScore. “With Russia’s online population now the fastest growing in Europe, it is likely that some of these local search engines will continue to gain traction and market share.”
Breakdown by Country
In March, 221.2 million Europeans conducted 24.6 billion searches, averaging 111 searches per searcher.
Searchers in Finland exhibited the heaviest search activity with 143 searchers per searcher, followed by Portugal (128 searches per searcher) and the UK (124 searches per searcher).
Finland and Russia, which have a common border, showed the widest disparity in search intensity: Russia, where Yandex led the search market, ranked at the bottom of the list with 78 searches per searcher; Finland, a Google-led search market, ranked at the top.