In the UK, Yahoo is very much the poor relation when it comes to search. Estimates vary but Google has circa 90% of the market and Yahoo! perhaps 6%. An announcement in the USA that Firefox has chosen Yahoo! as it’s default search engine may change things over here as well. The announcement was that Yahoo and Mozilla Firefox just announced a “strategic five-year partnership that makes Yahoo the default search experience for Firefox in the United States on mobile and desktop.”
The companies said they will explore other potential “future product integrations and distribution opportunities to other markets.” In other words, the UK and many other countries.
Firefox enjoys around 11% of the UK market and is respected for it’s security and ease of use.
The market share is more likely to increase than decrease and so this is a serious blow for Google UK and will make SEO experts take what pleases Yahoo! more into account when devising strategies.
This excellent article explains all in more depth.