3.3.3 Search engine loyalty

Studies are putting in evidence search engine loyalty. A study launched by the China Internet Network Information Center in August 2005 (China Internet Network Information Center. (2005). China Online Search Market Survey Report 2005.) showed that:

Use of search engines in 2004 and 2005

Rather in China or in the United States (iProspect. (2004). Search Engine User Attitude April May 2004.) Internet users are using one or two search engines when looking for information.

We also have to take into account that both in China and in the USA the search engine leader has around 60% of the market.

In countries where Google has more than 80% of the market the use of a second search engine should not be relevant.

In any case very few are the users making research on more than 2 search engines.