Yahoo Gains, But Google Still The Leader In Mobile Searches

In a surprise move, Yahoo is gaining market share in mobile searches compared to Google, according to a new report.

The Rimm-Kaufman Group Q3 Digital Marketing Report found that Yahoo accounts for 31 percent of its searches on mobile devices, slightly outpacing Google's searches at 30 percent. However, Google's search query share rose in the third quarter to reach 80 percent. Google pushed consumers toward secure searches, regardless of users' browsers or log-in status, according to RKG.

Plus, Yahoo's share of organic search visits slipped slightly to 9.1 percent, while Google's rose to 78.1 percent. Bing's share of organic search visits rose to 10.5 percent in the third quarter.

Demonstrating the power of mobile searches, smartphones and tablets now account for 28 percent of organic search visits, led by the iPad at 10 percent. Overall, iOS devices generated 19 percent of organic search visits in the third quarter, according to the RKG report. Android devices accounted for 8 percent of organic search visits.

Social media is also pushing mobile site visits, accounting for around 0.8 percent of all visits. Facebook's share of referrals to web sites was highest at 52 percent in the third quarter, followed by 15 percent from Pinterest and 1 percent from Google+.

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