Market Overview

Smartphone Browsing Creates Vertical Search Needs

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Smartphones have changed the way consumers browse the Internet, something that could make traditional search engines nearly obsolete in the coming years.

Google Inc. (NASDAQ: GOOG) has dominated as the world's most popular search engine, but the rise in popularity of tablets and smartphones has slowly chipped away at the number of people using Google as a verb.

Instead, consumers are looking to apps to find the things they need.

Specialized search engines like TripAdvisor Inc. (NASDAQ: TRIP) and, Inc. (NASDAQ: AMZN) are rising in popularity and threatening to leave Google behind.

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In an effort to maintain its hold on Internet browsing, Google is looking to make its searches more efficient by creating topic-specific sites that provide search results relating to a particular category. The company is nearing the rollout of an auto insurance search engine called Google Compare Auto Insurance Services, which will allow customers to compare deals from different companies.

The service would allow Google to write policies for different carriers in exchange for a commission; it has been in the works for over two years.

So far, Google Compare has signed on six insurers, with many reluctant to make a deal with the Internet mogul due to competition worries.

If the project moves forward, it could propel Google to build more vertical search engines to meet the needs of changing browsing habits.

The following article is from one of our external contributors. It does not represent the opinion of Benzinga and has not been edited.

Posted-In: Tech


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