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Online Search is a Truly Global Phenomenon

If you're still wondering why the impact from the shrinking broadcast television audience threatens the advertising industry's status quo, then perhaps the following research may help. Apparently, consumer attention is increasingly being directed elsewhere.

ComScore released the first comprehensive study of worldwide search engine activity. comScore qSearch 2.0 offers a panoramic worldwide view of online search activity, providing granular, in-depth analysis of the search universe reported from the top 50 worldwide Internet properties where search activity is observed.

The study found that more than 750 million people age 15 and older -- or 95 percent of the worldwide Internet audience -- conducted 61 billion searches worldwide in August, an average of more than 80 searches per searcher.

The Asia-Pacific region, which includes large markets such as China, Japan and India, saw 258 million unique searchers conduct 20.3 billion searches. Europe reported the second-most searchers (210 million) and searches (18 billion), followed by North America, with 206 million searchers and 16 billion searches.

The Latin American region demonstrated the heaviest search activity per person, with more than 95 searches per searcher in August. The search market in the Middle East-Africa region is the most underdeveloped thus far, with the fewest searchers (30 million), searches (2 billion), and searches per searcher (70).

Google Sites ranked as the top worldwide search property in August with 37.1 billion searches conducted. Of that total number, 31 billion occurred at the Google search engine and 5 billion occurred at YouTube.com.

Yahoo! Sites ranked second with 8.5 billion searches, while Baidu.com -- a Chinese language search engine -- followed in third place with more than 3.2 billion searches. Microsoft Sites ranked in fourth place worldwide, while Korea's NHN Corporation (which owns Naver.com) ranked fifth with 2 billion searches worldwide.

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