When everyone’s talking Google this and Google that, it’s interesting to note that Yahoo! and Microsoft still get significantly more traffic to their web real estate than Google does. In the Nielsen/NetRatings breakdown for December 2005, Google only sits in a lowly 4th spot in the Top 10 of both web brands (which is a collection of websites with a consistent collection of branded content) and Top 10 parent companies (which is a consolidation of multiple domains and URLs which are owned by a single entity).
Admittedly, Yahoo! and Microsoft’s web real estate act more as portals than as mere search engines, but when you consider how much time people spend on their sites, or across their networks, the mind boggles.
Microsoft was the clear leader in the Top Parent Company category holding a unique audience of almost 112 million visitors in Dec 2005. Yahoo! and Time Warner were a close second and third with approximately 104 million and 102 million respectively. Google lags behind in fourth spot with only 88 million, which in comparison is significantly less.
In regards to web brand traffic, Yahoo! holds the top spot comfortably, with 103 million unique visitors alone. When you consider that Microsoft and MSN (separate for this category) sit in second and third spots and Google again stakes claim to fourth spot, Yahoo! is definitely ahead of the pack as far as traffic goes.
What’s really amazing is that on average; Yahoo! visitors spend over 3 hours on the company’s sites, whilst MSN visitors spend under two hours on Microsoft sites and less than an hour is spent on Google. Whilst Google still holds such a strangle hold on the search traffic, imagine the sort of traffic it would generate if it opened its domains to more portal style functionality. But then again, Google are supposedly focused on search and nothing but search… but for how long?