Web analytics reveal search's dominance

New web analytics have revealed the increased reliance users have on search engines to navigate the web. Internet statistics from analyst, Hitwise, showed social and networking forums, online video and sports categories witnessed a 32 per cent, 25 per cent and ten per cent increase in traffic from Google since May 07, respectively. By adopting advanced web analytics, senior management can begin applying more complex market assessments and better understand market forces. Google dominates US search queries (68.9 per cent) and has also extended its control over the UK market. In May 07 it was responsible for 78.8 per cent of searches and latest figures from Hitwise showed this has since increased by nine per cent. Despite its dominance of UK search, the company and other search providers face a challenge from local competitors in non-English speaking countries. "With Russia's online population now the fastest growing in Europe, it is likely that some of these local search engines will continue to gain traction and market share," said Jack Flanagan, executive vice president of analysts, comScore.