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 A study released by comScore, a company specialized in measuring the digital world, shows Google's dominance in the two emerging Internet markets of Brazil and India. As background, Google Sites ranked as the most visited Internet property worldwide with 854 million unique visitors age 15 and older in July, an increase of 18% during the past year.
Nearly 75% of all Internet users worldwide visited the Google Sites property, which accounted for 9.4% of all time spent online. Nearly one out of every ten minutes a person spends online around the world is spent on a Google site.
Google usage, however is more prevalent in certain global markets than others. Two particular markets stand apart from the rest in terms of their dependence on Google: Brazil and India.
In July, 29.8 percent of total time spent online in Brazil was spent on Google Sites, with India only slightly lower at 28.9 percent. The next highest global market was Ireland at 15.9 percent.
"It's interesting that the dynamics of Google usage would be so similar in Brazil and India given that the two markets are on opposite sides of the world and quite different culturally from one another," said Alex Banks, managing director of comScore Latin America.
"As it turns out, there are interesting similarities between Brazil and India as emerging Internet markets. Google's prevalence in these markets can perhaps best be explained by the fact that the time at which these markets really began to develop and flourish was around the same time that Google was becoming a major player in the search landscape.
"As a result, Google became the dominant Internet brand in these markets and its success appears to have bled from search into other areas of the web like social networking."
The Google brand has extended to success across most of the categories in which it plays in Brazil and India. In some categories, Google is the only player of consequence, commanding considerably high market shares.
For example, in Brazil, Google Sites accounts for 89.5 percent of all searches conducted, while Google Orkut has a dominant position in social networking (96.0 percent of time spent), as does Google Maps in the maps category (70.9 percent of time spent) and Google-owned YouTube in the multimedia category (91.6 percent).
In India, Google Sites accounted for 88.4 percent of all searches conducted, and had commanding share of time spent in social networking with Orkut (68.2 percent), maps with Google Maps (63.9 percent), multimedia with YouTube (82.8 percent).
It also commanded slightly less than half of all time spent in the blogs category with Blogger (47.6 percent) and email with Gmail (46.8 percent).
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Top Ten Global Internet Markets by Google Sites' Share of Time Spent
July 2009
Age 15+, Home & Work Locations
Source: comScore
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Total Minutes (MM)
-----------------
Google
Sites'
Share of
Total Internet Google Sites Total
Minutes
Spent
Online
------------------ ------------ ---------
Worldwide 1,541,617 145,473 9.4%
--------- --------- ------- ---
Brazil 46,352 13,808 29.8%
------ ------ ------ ----
India 21,799 6,294 28.9%
----- ------ ----- ----
Ireland 1,717 273 15.9%
------- ----- --- ----
Singapore 3,326 475 14.3%
--------- ----- --- ----
Portugal 4,430 590 13.3%
-------- ----- --- ----
South Africa 2,764 358 12.9%
------------ ----- --- ----
Mexico 23,035 2,950 12.8%
------ ------ ----- ----
Italy 21,776 2,699 12.4%
----- ------ ----- ----
Austria 3,435 417 12.1%
------- ----- --- ----
Denmark 3,458 417 12.1%
------- ----- --- ----
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Google-Owned Sites Across Selected Site Categories in Brazil and India
July 2009
Total Brazil and India, Age 15+, Home & Work Locations
Source: comScore World Metrix and comScore qSearch
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Category
Rank by Google's Share
Unique of Time Spent
Site Category Google Site Visitors in Category
------------- ----------- --------- --------------
Brazil
------
Search* Google Sites 1 89.5%
------ ------------ --- ----
Social
Networking Orkut 1 96.0%
----------- ------------ --- ----
Maps Google Maps 1 70.9%
---- ----------- --- ----
Photos Picasa Network 2 8.9%
------ -------------- --- ---
Blogs Blogger 1 43.7%
----- ------- --- ----
Multimedia YouTube 1 91.6%
---------- ------- --- ----
Email Gmail 2 9.7%
----- ----- --- ---
India
-----
Search* Google Sites 1 88.4%
------ ------------ --- ----
Social
Networking Orkut 1 68.2%
----------- -------------- --- ----
Maps Google Maps 1 63.9%
---- ----------- --- ----
Photos Picasa Network 1 16.2%
------ -------------- --- ----
Blogs Blogger 1 47.6%
----- ------- --- ----
Multimedia YouTube 1 82.8%
---------- ------- --- ----
Email Gmail 2 46.8%
----- ----- --- ----
*Search category market share based on share of searches conducted, not share of time spent like the other categories.
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