2012: The SEM Upward Trend is Still On
According to an eMarketer study that analyzes the search engines market in the USA, the expenditure oriented towards search engines will continue to grow in 2012. A 27% increase is expected, from $15,36 billions in 2011 to an estimated $19,51 billions in 2012. This increase will continue at a more moderate pace until 2016, when the expenditure is expected to reach $29,11 billions.
There is increased concentration in the search market in the USA with Google, Microsoft, Yahoo! and AOL totalling 90.4% of turnover in 2012. This trend will lead us in 2014 to a concentration of 92.1% in the four companies mentioned above.
However, not all search engines will experience the same growth. Google and its popular online advertising platform Google Adwords will continue to increase its share of the search market in 2012, until reaching 77.9% (74.4% in 2011), and it is expected to keep on growing until somewhere around 80% in 2014, thus maintaining its clear leadership position. With a 7% share in 2012, Microsoft will be the other search engine to increase its share in the search engines market, while Yahoo! and AOL will experience a trend in the other direction, going from 6.7% and 1.5% in 2011, respectively, to a share of 3% and 0.6% in 2014.
Although this study only focuses on the United States, these projection estimates give us some idea about the growth that is expected to happen in the search ad market in the years to come and the opportunities that will arise in the different markets that are less developed than the USA market.
Source: eMarketer – www.emarketer.com/Article.aspx?R=1008804