Yahoo!'s share of the US search engine market has slumped to its lowest-ever point.
The latest comScore data suggests the former giant's search engine is in terminal decline.
Despite appointing former Google vice president of local, maps and location services, Marissa Mayer, as its CEO in July 2012, Yahoo! has seen its share of the search engine market continue to dwindle.
Its share during September (2012) fell from 12.8 per cent in August to 12.2 per cent - representing a fall of 0.6 per cent. When compared to data for the same month last year, these latest figures look considerably worse. At that point Yahoo! held a 15.5 per cent share.
Having formerly been the search engine of choice for many Internet users and Internet marketing professionals, Yahoo! has been overtaken by Google in the past five years.
The ignominy of such a huge loss of market share is sure to set alarm bells ringing at its Sunnyvale headquarters.
Yahoo!'s Search Alliance partner Bing saw its market share remain the same - 15.9 per cent.
However, because of the dip seen by Yahoo!, the overall share of the market held by the Microsoft-Yahoo! Search Alliance slipped to 28.1 per cent. Since its formation, earlier this year, the Microsoft-Yahoo! Search Alliance has seen its share lingering around the 29 per cent mark.
Meanwhile, Google continued its dominance, seeing its share of the market increase, albeit only marginally, by 0.3 per cent - to 66.7 per cent. In comparison to last year's data Google also registered an improvement - of 1.4 per cent.
Like Google, the smaller search engines, AOL and Ask, also saw positive results for September. AOL saw its share increase to 1.8 per cent - from 1.7 per cent in August - whilst Ask's share rose by 0.3 per cent - to 3.5 per cent.
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