It’s no secret that even with their recently-announced alliance, Yahoo andMicrosoft will lag well behind Google in the hugely profitable search and search advertising business. How far behind? With a combined 28 percent of the American search market, Yahoo and Microsoft could double their usage and still trail Google, which accounts for 65 percent of the market.
But by another important measure, the two sides are much closer. ComScore found that for the combined Yahoo-Microsoft, “searcher penetration,” or the percentage of the online population in the United States that uses one of those search engines, is 73 percent. Google’s searcher penetration is higher, but not by that much: at 84 percent.
