Google users show most loyalty

A new study shows that search engine giant Google wins out among search engines for user loyalty, with the average user searching the web on the site 54 times a month.

According to analytics firm comScore, Yahoo! and Microsoft Bing fall behind Google with a combined search penetration of 73%, but are still behind Google at 84%.

Additionally, the average Google user searches 54.5 times a month, with users on Yahoo! and Microsoft only searching an average of 26.9 times per month.

But following the recent deal between Yahoo and Microsoft, comScore analyst Eli Goodman said in a statement there is a “real opportunity to make headway given that nearly three-quarters of all searchers conduct at least one search on these engines every month.”

“The challenge will be to create a search experience compelling enough to convert lighter searchers into regular searchers which is generally easier than converting new users,” he said.