Compete’s Spark! Studies Search Marketing Loyalty
In its latest Spark! research advisory, “Searching for Loyalty: Why Focusing on Market Share Won’t Cut It,” released today, Compete, Inc. examines the effects multiple search engine interaction has on the market. The report acknowledges that users still interact with a variety of search engines, and looks for ways in which stronger loyalty could be built by driving growth, informing investment opinions, and optimizing search market spending.
To conduct its market study, Compete developed a new search framework it calls Share of Search Activity (SOSA). Unlike a direct market share percentage, a site’s SOSA quantifies its users’ loyalty across several search engines. Google, the leading search engine in market shares, also leads SOSA with a 71 percent listing. This means that nearly a third of searches submitted on Google are conducted by one of its competitor’s engines. The Spark! report also finds small market search engines like Amazon’s A9, with a SOSA of 6 percent, to be considerably threatened by its larger name competitors.
Gregory Saks, Senior Associate at Compete, advised that Spark!’s results have a lot to offer in the arena of media planning: “We found that having a share-of-wallet perspective of how consumers distribute their search queries directly identifies the most relevant growth opportunities, and is a necessary part of increasing search volume and sponsored ad revenues.”
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