《大行報告》美銀證券:Alphabet(GOOGL.US)2月搜尋市場份額按月改善 維持「買入」
美銀證券發表研報指,Statcounter數據顯示,Alphabet(GOOGL.US)旗下谷歌上月全球搜尋引擎市場份額按月增長0.15個百分點至91.6%,按年比較則下跌1.75個百分點,而同業微軟(MSFT.US)旗下搜尋引擎Bing的份額則按月跌至3.3%。移動設備及個人電腦搜索引擎市場方面,谷歌的市場份額分別降至95.4%及82.3%。
生成式人工智能方面,Similarweb數據反映ChatGPT、Bing Chat及谷歌的Gemini(前稱Bard)上月訪問量均錄得按月增長,但谷歌在當中佔比仍然較小。總體而言,美銀認為谷歌的流量未受到太大影響,從行業前景來看谷歌首季度搜尋量仍有上行潛力。
該行提到,大型語言模型(LLM)集成未來將持續推動搜索量增長,加上廣告商加強採用PMax等人工智能自動化工具,以及谷歌搜索業務定位更清晰、商業變現能力更高時,都將成為潛在增長催化劑,維持對Alphabet的「買入」評級,目標價為173美元。
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