And then there is the phenomenon, especially in America, of consumers seeking alternatives when they feel like they are captive, even if voluntarily, to an industry giant. This last factor in particular has opened the door for an aggressive competitor like Yahoo! to recapture some of the many users it has lost over the past few years to Google. The latest Keynote Systems Customer Experience Rankings for search confirm that Yahoo! is, indeed, achieving noticeable improvements in user experience and beginning to close the gap with Google in several key search experience drivers.