Large-sample user testing shows that 24% of search engine users in the U.S.A 24% in the U.K., and 17% in Australia would choose a non-Google search engine when given the chance to select a preference on their mobile devices.
Google’s current market share in mobile devices search is 95% in the U.S., 98% in the U.K., and 98% in Australia, a preference menu could reduce Google’s mobile market share by 20%, 22%, and 16%, respectively.
This user testing also shows people will scroll to check out their options before making a search engine selection, meaning Google could be placed on the last screen of any search preference menu.
As part of ongoing discussions about search preference menus with the federal and state enforcers in the U.S., the U.K. competition authorities, and the Australian Competition and Consumer Commission (ACCC), we are releasing new research data regarding how effective a properly designed preference menu can be in increasing competition and empowering consumers. This new data is from live large-sample user testing conducted with 12,000 people across those three countries. Participants interacted with our proposed design (depicted below) on their mobile devices.
Change in Google Mobile Market Share
| COUNTRY | GOOGLE MOBILE MARKET SHARE (CURRENT) | GOOGLE MOBILE MARKET SHARE (W/ PREFERENCE MENU) | MOBILE MARKET SHARE CHANGE (%, RELATIVE) | SCROLLED TO SEE OPTIONS (%) |
|---|---|---|---|---|
| U.S. | 95.1% | 75.8% ±1.5 | -20% | 84.8% ±1.3 |
| U.K. | 98.0% | 76.1%% ±1.5 | -22% | 86.9% ±1.2 |
| Australia | 98.3% | 82.7% ±1.4 | -16% | 86.2% ±1.2 |
Of course, a change in Google mobile market share means a simultaneous change in non-Google mobile market share.
Change in Non-Google Mobile Market Share
| COUNTRY | NON-GOOGLE MOBILE MARKET SHARE (CURRENT) | NON-GOOGLE MOBILE MARKET SHARE (W/ PREFERENCE MENU) | MOBILE MARKET SHARE CHANGE (%, RELATIVE) | SCROLLED TO SEE OPTIONS (%) |
|---|---|---|---|---|
| U.S. | 4.9% | 24.2% ±1.5 | +494% | 84.8% ±1.3 |
| U.K. | 2.0% | 23.9% ±1.5 | +1195% | 86.9% ±1.2 |
| Australia | 1.7% | 17.3% ±1.4 | +1018% | 86.2% ±1.2 |
Google can be placed on the last screen of any search preference menu, maximizing user interaction with search alternatives, and therefore raising the brand awareness of non-Google options in the process.
The alternative search engines with the most market share in a given market are shown on the first screen, randomly ordered. The remaining alternative search engines are available by scrolling, randomly ordered. Google is placed on the last screen.
Source : DDG Blog
