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Yahoo Leads Japanese Search Engine Searches

By Andrew Redfern @ 27th November 2008 12:11 am

comScore, Inc. (Nasdaq: SCOR) today released its ranking of the top search properties in Japan based on data from the comScore qSearch service.

In September, 5.9 billion searches were conducted in Japan with each searcher conducting an average of 96 searches during the month. Yahoo! Sites led in search query volume with 3 billion searches, followed by Google Sites with 2.3 billion searches.

“The search market in Japan is dominated by Yahoo! and Google, which combine for more than 90 percent of the market,” said Maru Sato, managing director of comScore Japan.

“Other players in the search market include both local Web properties, such as Rakuten, NTT and Mixi, and other American brands, such as Microsoft and Amazon.”

Yahoo! Sites led the search ranking in Japan with more than 3 billion searches, representing a 51 percent market share, followed by Google Sites with 2.3 billion searches (39 percent market share). Rakuten Inc. captured the third position with 120 million searches (2 percent market share) and Microsoft Sites ranked fourth with 90 million searches (1.5 percent market share).

In September, more than 340 million searchers conducted nearly 29 billion searches in the Asia-Pacific region, ranking it as the largest searcher population and search volume total of the five global regions reported by comScore.

China had the largest searcher population in the region with more than 149 million searchers, and the greatest number of searches conducted (12.8 billion). Japan ranked second on both measures with more than 61 million searchers and nearly 6 billion searches.

Australia exhibited the heaviest search intensity with an average of 115 searches per searcher during the month, followed by South Korea (109 searches per searcher) and Singapore (106 searches per searcher).

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