Total search volume decrease by 4%

Source: Business Insider, Oct 2012

total core organic searches declined 4% y/y, representing the first decline in total search volume since we began tracking the data in 2006. While this month marks the first y/y decline in total search volume, growth rates have been decelerating since February’s recent peak at 14% y/y growth (for the prior two years, growth rates were largely stable in the high single-digit to low double-digit range).

Tech insiders have been predicting this would happen for some time, as people shifted from using websites, where search is a natural activity, to using mobile apps. No less a luminary than Steve Jobs made this prediction in 2010 at the D8 conference:

We discovered something—people are going into apps. They’re not just going onto to websites. And people love apps. This is an entirely new thing—they aren’t using search, they’re using apps like Yelp.

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