Internet Marketing

Canadians Are More Active Online Searchers Than Their U.S. Counterparts, According to comScore Networks

comScore qSearch, the Industry Leading Search Measurement Service, Now Available for the Canadian Market

TORONTO, Ont., May 13, 2004 comScore Networks, the leader in the use of the Internet to measure and understand consumer behavior, today announced the launch of qSearch Canada. comScore qSearch is the only information service to track usage of online search engines by analyzing actual search queries across the top search engines and portals. Since its launch in April 2003, qSearch has become the standard in online search measurement, providing the leading search engines, marketers, government agencies, financial analysts and journalists with the most accurate and granular measurement of the online search marketplace. conference internet marketing
A qSearch analysis of the online search market in Canada found that Canadian residents are more active users of search engines than their U.S. counterparts. Approximately 85 percent of the Canadian Internet population conducted at least one search at the top engines each month, compared to 73 percent of the U.S. population. Not only are Canadian Internet users more likely to use a search engine, they also search more frequently than the average U.S. user. In April 2004, Canadian residents conducted approximately 575 million searches at major engines, or 40 searches per search engine user. By comparison, U.S. Internet users conducted approximately 3.6 billion searches per month, or 35 searches per searcher, on average in March 2004.

In the future, economics and marketing should drive online tactics to avoid what is happening with the steady proliferation of retailer coupon codes on disparate sites across the Internet.

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What's so complicated about online marketing With so much competition, it's getting harder for online businesses to maintain high placement in search results. And it's becoming more expensive to buy ads tied to search terms. Prices for these ads are set in online auctions and can jump on big bids from novices who don't know the going rates, as well as large competitors who can afford to drop lots of cash. Indeed, - such as "clothing" - that are most popular with searchers.

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With more than 60 percent of home users accessing the Web through a broadband connection, it didnt surprise us to find that Canadians are more frequent search engine users, said Brent Lowe-Bernie, president of comScore Media Metrix Canada. These numbers should offer a clear indication to search providers and marketers that Canada is fertile market for search engine advertising.

Jeremy's interview with RSS Ray continues in this segment. "Online Marketing with RSS Ray" Interview with Doba CEO, Segment 1 Online Marketing with RSS Ray is a one hour weekly radio program broadcast on wsRadio.com, the internet's talk radio leader with over 1.4 million monthly listeners. Each show brings online marketing experts to Ray's audience for sales growth, profit improvement and increased customer loyalty. In this interview, Jeremy talks about best practices and common challenges related to Product Sourcing for Online Sellers.

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Here in Canada, two out of three people believe the Internet makes it easier to meet new people, according to a 2004 survey by Leger Marketing. But about 80 per cent of those surveyed believe online chat rooms are dangerous. Tell that to the thousands of Canadians including many in Niagara who patronize dating sites specializing in affairs. Encounters can range from chat room cooing or "text sex" to a physical meeting.

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While Canadians are in many ways heavier Internet users than Americans, the online advertising market in Canada is less developed than it is in the U.S. Online advertising in Canada accounted for 1.5 percent of total advertising revenue in 20033 less than half of the 3.3 percent share in U.S. market4. In the U.S., search marketing has grown to become the single largest segment of online advertising revenue, accounting for 35 percent of total Internet advertising spending in 20034. With qSearch data showing that Canadians are heavier online searchers than Americans, clearly a similar opportunity for commercialization exists in Canada.

TradeDoubler’ “ operation with more than 500 active clients and thousands of large quality websites, who have understood that Internet marketing and sales via TradeDoubler generates great results. Important for us is that we can generate results for those working with us. Towards our clients, we proved it by generating sales for more than 200 million Euros during 2002, operation in terms of getting paid on a result basis for driving sales and other online activities.

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The combination of a mature search market and an underdeveloped online advertising market offers savvy advertisers a great opportunity to reach Canadians, said James Lamberti, vice president of comScore Networks. Canadian marketers should take note your target is online and searching. commerce internet marketing
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A comparison of search engine market share in Canada and the U.S. reveals significant differences in the competitive landscape of these two countries. Google, which has a 6-point share lead over Yahoo! in the U.S., holds a dominant share of the market in Canada, accounting for 62 percent of all searches conducted by Canadian Internet users in April 2004. In April, more than 40 percent of Canadian Internet users conducted at least one search at MSN and Yahoo! (as represented by Searcher Penetration), a reflection of the massive reach of their online properties, which are visited by 96 and 75 percent of the Canadian Internet population, respectively. information internet marketing
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For more information about comScore Search Solutions, please call (416) 960-6763 or e-mail searchsolutions@comscore.com. internet marketing promotional
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1Based on April 2004 data affiliate company internet
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2Based on March 2004 data (most recent available) campaign internet marketing
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3IAB Canada estimate firm internet law marketing
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42003 Interactive Advertising Bureau/PricewaterhouseCooper Internet Ad Revenue Report internet marketing software
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About comScore Networks en internet marketing
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comScore Networks provides unparalleled insight into consumer behavior. This capability is based on a representative cross-section of more than 1.5 million global Internet users who have given comScore explicit permission to confidentially capture their Web-wide browsing, buying and other transaction behavior, including offline purchasing. Through its patent-pending technology, comScore measures what matters across the entire spectrum of surfing and buying behavior. This deep knowledge of customers and competitors helps clients design more powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as Microsoft, The Newspaper Association of America, Knight Ridder Digital, Best Buy, Verizon, Nestl, Wells Fargo & Company, GlaxoSmithKline, and Orbitz. For more information, please visit www.comscore.com. internet marketing targeted
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