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SUMMARY:IS COMPETITION ONLY ONE CLICK AWAY? THE DIGITAL MARKETS ACT IMPACT
  ON GOOGLE MAPS - Michelangelo Rossi\, Assistant Professor\, Télécom Par
 is\, Institut Polytechnique de Paris
DTSTART:20241120T150000Z
DTEND:20241120T160000Z
UID:TALK225340@talks.cam.ac.uk
CONTACT:Emily Brown
DESCRIPTION:This paper examines the impact of the Digital Markets Act (DMA
 ) on consumer behavior\, focusing on changes in Google’s search result p
 resentation in the European Union (EU). Specifically\, it investigates the
  effects of Google’s removal of clickable maps in search results\, a mod
 ification implemented in January 2024. This change forces users to perform
  additional searches to access Google Maps or alternative mapping services
 \, thus increasing search costs. Using a difference-in-differences approac
 h\, we compare Google search volumes from EU to non-EU countries before an
 d after the implementation of the DMA. By eliminating Google Maps’ advan
 tage of being only one click away from Google Search users\, we find that 
 EU consumers search significantly more for online mapping services. We mea
 sure a 25% and 18% increase in Google’s search volume for the query term
 s maps and Google Maps\, resulting in an excess of 34\,407\,000 and 8\,901
 \,000 searches over six months\, respectively. This search increase sugges
 ts potential exposure to alternative mapping services. However\, searches 
 for services like Apple Maps and Bing Maps also rose\, but not as signific
 antly. Moreover\, traffic data shows a non-significant decrease in visits 
 to Google Maps\, suggesting minimal migration to alternative services. The
 se findings indicate that removing Google’s one-click advantage can lead
  to higher search costs for users without significantly boosting the disco
 very or adoption of alternative mapping services in the short run.\n\nPlea
 se note\, all our research seminars can be found on the CJBS website:\n"CJ
 BS Research Seminars":https://www.jbs.cam.ac.uk/events/?term=&category=+32
 63&audience=&location=&date=&pagination=1
LOCATION:Sinyi Seminar Room\, Cambridge Judge Business School
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