According to a recent report of Millward Brown’s Compete states that search traffic is growing in desktop contradicting data of earlier research of comScore. The report is based on clickstream data and it contradicts the report of comScore data which showed a decline in desktop search volumes. In contrast to this report, Compete says search traffic is up 12 per cent since last year in the desktop.
Apart from that report says search visits per person has increased almost 50% from last year. It means users are visiting the search engines more frequently than last year. In addition to it, total time spent on search engines has grown by 25% from last year amounting to 111 billion minutes monthly.
But, users are visiting fewer page per session and it has declined to 8% in comparison to 2015 added the report.
A visitor is spending less time per visit which is 17% off from 2015. It shows people want an answer quickly and less willing to wade through multiple results in a search result.
However, the report doesn’t contain any mobile data and provides an incomplete view of the search behaviour of visitors. According to Google, a large chunk of search activity is happening on mobile devices these days.
The contradictory report has surprised search marketers and started debating in a forum. Some believe that the report is misleading and not complete while others think it’s to be true.
To this, Millward Brown has spilt light on the debate stating it is a growth of search unique and a number of searches per user not aggregate volume in the market. He further argued that if total searchers and search volumes per users is up, there is also an increase in search volume in a desktop.
Since the report is incomplete without accounting mobile data and user behaviour, comScore data about a market is more credible than Compete one.
Chance is, a percentage of PC user doing more searches but there is enough data that suggests desktop search is plateaued now. Search volume of the overall market is growing accounting mobile searches in the calculation.