It would take radical changes that users really did not like for people to abandon Google's online marketing services, according to one expert.

Discussing the impact of the Instant feature that was launched in the autumn, senior research analyst at Econsultancy Jake Hird said that people are likely to continue using Google "no matter what".

He stated that unless the site make any extremely unpopular modifications to the service it provides, it is unlikely to see its market share drop significantly.

Mr Hird also suggested that the only real impact Google Instant had on paid search may be to slightly affect a link's quality score, as the feature could result in more impressions for an ad, but fewer clicks.

Recently, the head engineer on the project Ben Gomes told Fast Company magazine that the firm has seen good results for the service, with just two per cent of users opting out of the predictive search functions.

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