Scott Devitt, Morgan Stanley analyst, thinks Google Instant, especially as used on mobile phones, is a big winner, and will drive revenue growth. If so, that also implies upside for search revenue and its possible effectiveness. Devitt also believes rapidly-growing e-commerce activity seen in the fourth quarter of 2010 also portends more strength for search advertising.
Google Instant, which makes searching more efficient by displaying search results as users type, could drive increased user loyalty and market share, Devitt believes. As a secondary benefit, it could also drive revenue upside.
Given the rapid growth in mobile usage and penetration, Google Instant on mobile may eventually prove more important to Google than its desktop search, as important as that has been.
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