Search engines continue to be very popular within Europe. Consumers are using search engines as part of their every day lives with searches normally starting by using a search engine. However, with the introduction of social networks such as Facebook and Google+ there are changes happening, as search is now also becoming social.
LEADING EUROPEAN WEB PRIORITIES
In Europe, there are a number of web priorities in terms of websites, consumers in the region prefer. In February 2014, Google was the third most visited website and the first search engine in Europe with 253 million unique visitors, just after Youtube and Facebook. Yahoo (81 million unique visitors) , Microsoft (79 million) and Yandex (73 million) were respectively the 8th, 9th and 10th most visited website in Europe in February 2014. This shows that search are an important activity in the Internet using. However, social media and user-generated content platform are leading activity in Europe. Facebook, Youtube and other social media gain ground on other website and on search engine.
EU SEARCH LANDSCAPE
In Europe, Google is still dominating the search landscape by far accounting for 86% of the European Search Market. With 10%, Yandex Web Search comes second and Mail.Ru third with 2%. This is quite interesting and shows that Google is for a lot of people an integral part of their search process. From previous years, this has not really changed a lot, as Google’s position in the search landscape is fairly stable.
SEARCH ENGINES IN RUSSIA
Despite the global trend, the most popular search engine in Russia is the home-based Yandex.ru. The search engine had 50.9 million unique visitors in 2012 and continues to hold first place in 2013 with a total of 52.5 million unique visitors. The large user base makes Yandex the fourth largest search engine in the world. Various sources point towards different reasons for the higher popularity of the search engine in Russia. The key advantage of Russia number one’s search engine lies in its ability to understand the unique syntax of the Russian language, resulting in more relevant and optimised search results for its users.
EUROPEAN SEARCH ENGINE USERS
For 92% of Europeans, when searching the web, Google is the search engine of choice, except for Russia where Yandex accounts for a 64% share in searches. In December 2012, a European internet user conducted an average of 138 searches, which is 12 searches more than in 2010. The country leader in terms of search per users is Turkey with 243 searches per users in December 2012. Poland follows with 196 searches per users. The UK was ranked third with 161 searches by users. The lowest number of searches per searcher was made in Denmark and Norway with 90 and 93 searches per users.
DEVICES AND SHARE OF PAGE VIEWS
European consumers are making use of multiple screens to access online content and when searching the web. For searches, European consumers are increasingly accessing pages on the web through their mobiles and tablets. In the UK, nearly one in three page views are from mobile and tablets which is quite high. Consumers in some countries in Europe such as Turkey, Poland and Portugal are accessing more than 94% of pages through computers, around 3% through mobiles and only 1 or 2% through tablets. This difference is quite extraordinary, indicating a much lower adoption and usage rate of mobile and tablets in some countries within Europe. In the UK, Russia and Ireland page views through mobile phones are amongst the highest in Europe, however, computers are still accounting for more than the majority of views in these countries.
comScore 2013: Europe digital future in focus
MintTwist 2013: European internet habits
Statistica 2013: Average number of search queries by users in European countries
JDN 2014: L’audience des site en Europe