In the same period the integration of images remained constant at around 30%, but for video it declined from 76% to 62%.

Google monopolises its own shopping results

Searchmetrics also analyzed the shopping integrations based on which brands appear most frequently, with the results showing that Google dominates its own search results.

Google consistently accounted for more than 50% of the shopping integrations during 2012, with Amazon its closest competitor with around 10% market share.

Video integrations

As the first chart showed, the biggest loser in universal search integration last year was video content although it still appears in 62% of universal search results.

The report shows that, as with shopping results, Google dominates video integrations with YouTube enjoying more than 75% market share throughout the year.

In fact YouTube slightly increased its market share in the summer, which obviously led to a converse trend among its competitors.


Searchmetrics’ report is based on search results from several million keywords analyzed over the course of 2012. The data pool generally consisted of the first five pages of search results.