The global search market is at an important time to shift from desktop search to mobile search

Absrtact: BusinessInsider, a famous science and technology blogger, said today that the global search market is in the midst of a shift from desktop search to mobile search, which has both pros and cons for search giant Google, and is clearly ready to do so.

The global search market is in the midst of a shift from desktop search to mobile search, which has both pros and cons for search giant Google, which is clearly poised to do so, according to a commentary published today by BusinessInsider, a leading technology blogger. But its rival, Microsoft, apparently did not recognize or pay attention to changes in market trends and is still investing heavily in Bing for the desktop Search market.

The total number of core organic desktop searches in December last year fell year-on-year, according to comscore, a market research firm, the 4th consecutive month of Year-on-year declines in the index.

Ben Schachter, an analyst at investment bank Macquarie, said in a study that mobile search and vertical search, such as retail search, travel search and social search, are eating away at traditional desktop search businesses.

"We estimate that around 25% to 30% of Internet search traffic will come from mobile devices by the end of the year," Schart said. In specific areas such as restaurants, internet search traffic from mobile devices accounts for more than 30%. Mobile search traffic has also accounted for a significant proportion of consumer electronics, financial insurance, beauty and other key areas such as personal and automotive. ”

This is certainly not good news for Google, but it is not entirely bad news.

The downside for Google is that the mobile search business is less profitable than desktop search. And in the mobile field, the importance of application will have a great impact on Google's search business.

What's good for Google is that Google has almost total control over the mobile search market, which has a market share of more than 90%. It is the default search engine on the most popular mobile operating system platforms, such as the iphone and Android, and is ready to take advantage of the mobility trend.

On the other hand, Microsoft's situation is more embarrassing. In order to make Bing search on the desktop search firm footing, it has invested billions of of dollars of money, although achieved some effect, but not particularly obvious.

Bing currently has a 16.3% share in the search market, a little more than 16.2% a year earlier, according to the latest figures from ComScore. In fact, Bing's market share has remained flat or slightly increased for 32 consecutive months. But Google's share of the desktop search market has reached a record high of 66.7%.

In fact, Bing's relative strength in the desktop search market has also been a big help to Google. That's why Google survived the Federal Trade Commission's investigation.

In the big picture, Microsoft's investment in Bing to scramble for the desktop search market was a bad choice, as the world was ready to abandon desktop search and move to mobile search.