Led by Facebook, five websites captured 20% of all search clicks from US search engines (Google, Bing, etc.) in the fourth quarter of 2012, and some 500 websites captured nearly 50% of search clicks, according to a new report from Experian Hitwise.
Facebook accounted for 8.48% of search clicks in the quarter, followed by YouTube with 5.55% and Yahoo with 2.63%:
Below, additional findings from Experian’s forthcoming 2013 Digital Marketer Report.
Roughly 1,000 websites captured some 55% of search clicks in 4Q12, highlighting the challenges for marketers to reach potential customers via search:
Results were similar for paid search.
Some 10 websites captured 16% of all paid-search clicks in 4Q12. Amazon accounted for the greatest share of paid-search clicks with 4.19%, followed by eBay with 3.46% and eHow with 2.44%:
Similarly, top 500 websites captured 56% of paid-search clicks in 4Q12, and the top 1,000 captured nearly 65%: