Number of Searchers
Total Searches Conducted
From these numbers, we can then derive a variety of consumption metrics such as Searches per Searcher and Searcher Conversion. For this analysis, I used comScore qSearch, which is based on a two million desktop/PC based searcher panel covering more than 170 countries.
In June 2012, 1.47 billion searchers conducted 173 billion searches (with year-over-year increases of 10% and 12%, respectively), making for 117 searches for every searcher on the planet. If you were to add in the number of searches now performed on mobile devices and tablets, the numbers would be even more staggering. Social Media may get most of the news clippings lately, but search activity is still one of the most popular activities on the Internet.
Search is a relatively mature online activity that will not continue to experience double digit growth in new searchers forever, so the ongoing growth opportunity would appear to be in the number of searches each person conducts. But 117 searches per searcher worldwide already seems like a lot, doesn’t it? However, when you break this number down by different regions and countries, you begin to get a better sense of where the search growth will come from in succeeding years.
While Europe and Asia Pac have the highest number of searchers and generate the highest overall volume of search queries, the search utilization by region shows a different story with Latin America taking the gold:
Latin America: 162
North America: 129
Asia Pacific: 97
Middle East-Africa: 92"