This month has seen the announcement of some major partner losses for search giant Google. Whilst often the market reports the vice like grip on global search held by Google cannot be broken our data, past experiences and now the facts start to tell a different story.
Overnight the decision by Mozilla Firefox to change the default browser search engine from Google and replace it with Yahoo has already had an immense impact on search distribution in the US.
The chart shows a:
207% Increase in Search Share from Firefox 33 to 34 for Yahoo
23% Reduction in Search Share from Firefox 33 to 34 for Google
10% Reduction in Search Share from Firefox 33 to 34 for Bing
The longer term impact of the shift needs to be closely monitored as searcher “stickiness” will ultimately determine the full extent of the initial migration however this tectonic shift is the result of a single partner’s decision and the immediate impact is clear.
Earlier this year Amazon, amongst others, announced a move away from Google AdWords, expected to lead to a $1bn reduction in revenue for Amazon and the loss of a major content partner for the Mountain View based search giant.
The one to watch – Apple; for the last five years Google has been the default engine on all iOS devices and Macs. The arrangement expires in early 2015. The loss of Apple as a partner would eclipse the data above.
Siri on iOS 7 using Microsoft as the default search engine already demonstrates relationships warming between the tech giant and Microsoft. One thing is for sure there is already brewing the potential for significant market changes in the coming months.
Adrac are already working with clients in the anticipation of significant and rapid market changes. Having experienced the introduction of AdWords and seen the impact this had on Overture market share Adrac are well placed to help customers handle the uncertainty ahead.