Microsoft's Bing Overtaken By Russian Search Engine
February 11, 2013

Microsoft’s Bing Overtaken By Russian Search Engine

Michael Harper for — Your Universe Online

Yandex, the search engine you´ve probably never heard of outside of the United States, has just become the world´s fourth most popular search engine, overtaking Microsoft´s Bing.

The popularity of these search engines was measured by ComScore qSearch, which found the search engine landscape looks mostly as one might expect. Google is the obvious leader, with 114.7 billion search queries, capturing 65.2 percent of the global market.

Though a massive divide rests between them, China´s Baidu came in second place with 14.5 billion queries for an 8.2 percent of the market.

Another US-based company, Yahoo, came in third place with 8.6 billion searches, earning them a 4.9 percent market share.

Though Yandex dethroned Bing to take hold in fourth place, there´s not a large distance between them. According to the new data, Yandex had 4.8 billion search queries for 2.8 percent of the global market, while Bing had 4.4 million queries for a 2.5 percent cut of the market.

To ascertain these figures, ComScore measured the search traffic of these engines from November 2012 to December 2012.

While Google is available all around the world, these results show that people often prefer to use the local choice to search the web.

According to a report by Jean Kaplan and Herve Drouet, Yandex should continue to do well in homeland Russia.

“Yandex remains well positioned as the Russian search leader,” wrote the report´s authors, according to Bloomberg. “We see contextual advertising as the fastest growing, most scalable, and resilient segment within Russian media, and we expect Yandex to remain dominant.”

With all this growth and an installed user base of some 142 million web searchers, Yandex performed much better at home than they did abroad. More than 60 percent of all Russian search traffic when through Yandex during November 2011.

Konstantin Chernyshev, head of research at UralSib Capital Corporation told Bloomberg that Russians in particular enjoy searching the web in their native language, thus helping put Yandex over the top at home. The company has also released an English version of the site, though it´s yet to do anything significant in terms of traffic and market share.

“Russian speakers prefer Internet searches in Russian, and Yandex firmly holds the biggest share, competitors are nowhere near it,” explained Chernyshev in an email to Bloomberg. “The Russian Internet advertising market expands and Yandex wins. You don´t advertise your shoe repair kiosk on national television, you advertise it on Yandex.”

The world´s 4th largest search engine is also popular in the surrounding countries of Belarus, Kazakhstan, Turkey and Ukraine. Looking locally, Yandex even outperformed Google, who captured only 26 percent of the market share in the motherland.

It is important to note that Bing powers Yahoo search, the same company who bested them in these results. ComScore, however, specifies Bing searches as those to “Microsoft Sites,” meaning either searches directly through or through Windows Live, Office, etc.