Tech Savvy Users Turn to DuckDuckGo
May 18, 2016
A recent report from SimilarWeb tells us what sorts of people turn to Internet search engine DuckDuckGo, which protects users’ privacy, over a more prominent engine, Microsoft’s Bing. The Search Engine Journal summarizes the results in, “New Research Reveals Who is Using DuckDuckGo and Why.”
The study drew its conclusions by looking at the top five destinations of DuckDuckGo users: Whitehatsec.com, Github.com, NYtimes.com, 4chan.org, and YCombinator.com. Note that four of these five sites have pretty specific audiences, and compare them to the top five, more widely used, sites accessed through Bing: MSN.com, Amazon.com, Reddit.com, Google.com, and Baidu.com.
Writer Matt Southern observes:
“DuckDuckGo users also like to engage with their search engine of choice for longer periods of time — averaging 9.38 minutes spent on DuckDuckGo vs. Bing.
“Despite its growth over the past year, DuckDuckGo faces a considerable challenge when it comes to getting found by new users. Data shows the people using DuckDuckGo are those who already know about the search engine, with 93% of its traffic coming from direct visits. Only 1.5% of its traffic comes from organic search.
“Roy Hinkis of SimilarWeb concludes by saying the loyal users of DuckDuckGo are those who love tech, and they use they use DuckDuckGo as an alternative because they’re concerned about having their privacy protected while they search online.”
Though Southern agrees DuckDuckGo needs to do some targeted marketing, he notes traffic to the site has been rising by 22% per year. It is telling that the privacy-protecting engine is most popular among those who understand the technology.
Cynthia Murrell, May 18, 2016