Google’s new Google Instant displays and updates results in real time as users type in queries, shaving an estimated 2-5 seconds off the average 9 seconds taken to carry out a search

Available in the US and UK now and key European markets shortly with other territories and mobile to follow in 2011, Instant will help Google to differentiate its search engine in an increasingly competitive market

Google Instant should stabilise, if not boost, the company’s share of queries, which has fallen both in the US and globally since February, and may also enhance the value of ads on Google

Part Two of our annual report on classifieds covers property, auto (used) and directories

As with recruitment, covered in Part One, a step change downwards has occurred in the underlying volumes of transactions driving classifieds in property, autos and directories

Publishers of commercially-run classified sites must contend to different degrees with the presence of Google

Advertiser interest in print editions of directories will remain as these continue to attract mainly older consumers and households outside urban areas

Advertisers face a fragmented marketplace online for directory services, as desktops are used for in-home services, while smartphone apps supply the destination services prized by the affluent, young urban dweller

Germany, the UK and France are the three largest advertising markets in Europe, worth €40.3 billion in 2009, of which €8.9 billion was spent on internet ads, 65% of the total across the continent (based on IAB Europe survey of 19 countries)

In per capita terms, the UK and Germany spend the most on advertising: in 2009, roughly €200 per head was spent in the UK and Germany, 40% more than in France

Google’s UK results and other key indicators for the first half of the year confirm that online advertising increased in line with our overall forecast for 2010

We anticipate that deteriorating consumer confidence in H2 2010 will lead to deceleration of advertising growth, including the internet – confirmed by early anecdotal feedback from agencies and ad networks

Our revised forecast for Google’s UK ad revenue is 15% YoY growth in 2010 and 11% YoY growth for UK internet ad spend to £3,800 million

The Apple ‘antennagate scandal’ has received massive press attention, reflecting perhaps more the extent of Apple’s smartphone incumbency than the extent of the reception issues with the iPhone 4

The problem may be greater than Apple publicly admits to, but it is less than it first appeared to be. The resulting consumer confusion will not help unit sales, but we still expect them to grow, supported by a number of feature set advances in the iPhone 4

Android handset sales are growing very rapidly, and are in a sense ‘catching up’ with the iPhone; while Android may end up dominating the mid-range, the iPhone can still enjoy an (enlarged) position at the top end, provided it can maintain a premium price justification

Vodafone Europe’s revenue growth again notched up, increasing by 0.7ppts as reported or 0.3ppts in underlying terms, with minutes volume growth accelerating by 1.8ppts

This is a little disappointing in the context of the rate of reported GDP recovery, but consumer confidence, particularly in Southern Europe, has re-dipped in the last few months, making raw GDP figures less relevant than they once were

Data revenue is forging ahead, but voice pricing is steadily weakening, and with many offers linking voice, text and data into an inseparable bundle the former may be causing the later, implying that data’s contribution to overall revenue is easy to overestimate

Launching in the US this autumn, with international rollout due in 2011, Google TV uses enhanced versions of the Android mobile OS and Chrome browser to deliver full access to the internet via ‘Smart TV’ sets and devices

Google TV extends the company’s vision of the open internet to the living room, beyond the PC and mobile, where internet-enabled TV sets will take increasing share, raising search revenues, with potential to take a piece of the $150 billion global TV ad market

Pay TV platform operators’ are unlikely to embrace Google TV to avoid cannibalising their own business models, limiting adoption to free-to-air TV homes, at least initially, and direct revenues are likely to be slow to develop

In June, Apple’s new ‘iAd’ unit will begin serving ads within iPhone apps. iAd will compete with Google’s AdMob, paralleling Google Android’s competition with the iPhone, as the two companies contend to shape how people will use the mobile internet

The iPhone’s success is underpinned by apps, which draw in both consumers and publishers in a virtuous circle, but undercut Google’s search model. With iAd, Apple seeks to make sure iPhone apps remain the most profitable place for publishers

Steve Jobs has suggested a multi-billion dollar revenue potential – the true figure could be a tenth of that, but the real value of iAd will be in defending and supporting the iPhone

Vodafone Europe’s organic revenue growth improved again, from -3.2% to -2.4%, with it enjoying a fair share of the improvement in mobile market growth driven by improving economies across Europe

EBITDA margin fell, partly as a result of weak cost control but mainly because SAC/SRCs rose as Vodafone subsidised consumers getting more expensive handsets, which involves a short term (but not long term) profitability hit

Vodafone Europe could move back into positive revenue growth this year as it rides the wave of market recovery, but short term margin targets will be hard to hit as handset subsidies continue to rise

Facebook CEO Mark Zuckerberg has set out a vision of the social network as the hub of a personalised internet based on real identities and connections – the so called ‘Social Graph’, with Facebook providing the infrastructure

Simplified tools for apps and new social plug-ins for third party sites will increase Facebook’s influence both on and off the core platform, but raise some privacy concerns

These initiatives should help to drive Facebook’s user growth and engagement and ultimately improve monetisation, which we estimate on a per user basis is now more than half that of Microsoft’s online properties