It's always hard to get users to change their habits. That is one reason media and content companies spend so much time and money on promotion and marketing. And it appears that applies to the ways people find content as well.
According to comScore, one obstacle the Yahoo!-Microsoft partnership faces is changing user habits. The reason is simply habit. Users who search on Google tend to stick with Google for most searches, comScore notes. About 69 percent of users conducted their searches on Google-owned sites.
Users of the engines at the combined Yahoo! and Microsoft Sites conducted 32.6 percent of their searches on the combined Yahoo! and Microsoft Sites, but a much higher 60.7 percent of their searches on Google sites.
In the content business as well as in the real world, friction and inertia require inputs of energy to "force" objects to change direction.
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