ComScore today released its first report on global search market share, showing Google's lead worldwide is even bigger than in the United States.
Most of the widely reported Internet search metrics measure just the U.S. or North American markets. As the comScore report indicates, that misses the majority of the world's Internet searches. Broken down by region, the Asia-Pacific region in August had the most searchers (258 million) and searches (20.3 billion), followed by Europe, North America, Latin America and the Middle East-Africa. Latin Americans conducted the most searches per capita (95).
Worldwide, the comScore report found "that more than 750 million people age 15 and older -- or 95 percent of the worldwide Internet audience -- conducted 61 billion searches worldwide in August, an average of more than 80 searches per searcher."
Google sites -- mainly the company's search engine and video site YouTube -- were responsible for about 37.1 billion of the August searches, 60.8 percent. During the same month, Google sites had 56.5 percent of the U.S. search market.
Yahoo sites had 14 percent. Chinese-language search engine Baidu.com was third globally with 5.3 percent.
Microsoft sites came in fourth with 3.5 percent. The company is struggling to improve its search share with a series of improvements to be released gradually this month.