As of March 2025, Google represented 79.1 percent of the global online search engine market on desktop devices. Despite being much ahead of its competitors, this represents the lowest share ever recorded by the search engine in these devices for over two decades. Meanwhile, its long-time competitor Bing accounted for 12.21 percent, as tools like Yahoo and Yandex held shares of over 2.9 percent each. Google and the global search market Ever since the introduction of Google Search in 1997, the company has dominated the search engine market, while the shares of all other tools has been rather lopsided. The majority of Google revenues are generated through advertising. Its parent corporation, Alphabet, was one of the biggest internet companies worldwide as of 2024, with a market capitalization of 2.02 trillion U.S. dollars. The company has also expanded its services to mail, productivity tools, enterprise products, mobile devices, and other ventures. As a result, Google earned one of the highest tech company revenues in 2024 with roughly 348.16 billion U.S. dollars. Search engine usage in different countries Google is the most frequently used search engine worldwide. But in some countries, its alternatives are leading or competing with it to some extent. As of the last quarter of 2023, more than 63 percent of internet users in Russia used Yandex, whereas Google users represented little over 33 percent. Meanwhile, Baidu was the most used search engine in China, despite a strong decrease in the percentage of internet users in the country accessing it. In other countries, like Japan and Mexico, people tend to use Yahoo along with Google. By the end of 2024, nearly half of the respondents in Japan said that they had used Yahoo in the past four weeks. In the same year, over 21 percent of users in Mexico said they used Yahoo.

As of March 2025, Google continued to dominate the global search engine industry by far, with an 89.62 percent market share. However, this stronghold may be showing signs of erosion, with its share across all devices dipping to its lowest point in over two decades. Bing, Google's closest competitor, currently holds a market share of 4.01 percent across, while Russia-based Yandex hikes to the third place with a share of around 2.51 percent. Competitive landscape and regional variations While Google's overall dominance persists, other search engines carve out niches in various markets and platforms. Bing holds a 12.21 percent market share across desktop devices worldwide, as Yandex and Baidu have found success inside and outside of their home markets. Yandex is used by over 63 percent of Russian internet users, but Baidu has seen its market share significantly in China As regional variations highlight the importance of local players in challenging Google's global supremacy, the company is likely to face more challenges with the AI-powered online search trend and increasing regulatory scrutiny. Search behavior and antitrust concerns Despite facing more competition, Google remains deeply ingrained in users' online habits. In 2024, "Google" itself was the most popular search query on its own platform, followed by "YouTube" - another Google-owned property. This self-reinforcing ecosystem has drawn scrutiny from regulators, with the European Commission imposing millionaire antitrust fines on the company. As its influence extends beyond search into various online services, the company's market position continues to be a subject of debate among industry watchdogs and authorities worldwide.

Yandex was the leading search engine in Russia in the second quarter of 2025, having accounted for roughly ********** of total user visits over that period. The second-most visited search engine in the country was Google, whose share of visits decreased slightly from the previous quarter. Yandex search usage in Russia Despite the global dominance of Google as a primary search engine, Russian consumers give their preference to homegrown Yandex and Mail.ru. Furthermore, Yandex is the most popular search engine for news reading, as well as the most-visited online resource in the country, with a reach of over ** percent. Besides the search engine, Yandex offers a wide range of online services, such as food delivery, maps, and a voice assistant. Mail.ru and Rambler search engines The third-most visited search engine, Mail.ru, belonged to the VK Group, one of the most expensive internet companies operating in Russia, whose value was measured at *** million U.S. dollars in 2025. Rambler, launched in 1996, saw a decline in usage compared to the 2000s. It was a part of the Rambler Group, which consisted of several media organizations, including the online video service Okko and news services Lenta.ru and Rambler News Service. The corporation Sber acquired the group in 2020.

In April 2025, Google accounted for ***** percent of the search market in the United States across all devices. Bing followed as the second leading search provider in the United States during the last examined month, with a share of around *** percent, among the engine's highest quotas registered in the country to date.

Much like the alternatives to mainstream social media platforms, China has pioneered the production of search engines that provide an alternative to Google and Bing. Some of the most prominent Chinese search engines are ***** and ************************, with a combined market share of ***** percent. Baidu – China’s internet giant Since its founding in 2000, Baidu’s revenue surged swiftly and totaled about ****** billion yuan in 2024. A majority of the revenue was generated through online marketing services. However, the operating profit bounced back after having contracted in 2019 and 2021. Baidu used to control about ** to ** percent of China’s online search market, a new contender Haosou emerged and is expected to close the gap shortly. Other search engines in China In a country with around *** million online search users, there are multiple local options besides Baidu. In a 2023 consumer survey in China, Shenma and Quark Search were rated the best in user experience whereas Haosou or 360 Search led the pack in search response speed and the diversity in search results.

In February 2025, Microsoft Sites handled **** percent of all search queries in the United States. During the same period, Verizon Media (formerly known as Yahoo and Oath) had a search market share of little less than ** percent. Market leader Google generated **** percent of all core search queries in the United States.

In January 2025, Google remained by far the most popular search engine in the UK, holding a market share of ***** percent across all devices. That month, Bing had a market share of approximately **** percent in second place, followed by Yahoo! with approximately **** percent. The EU vs Google Despite Google’s dominance of the search engine market, maintaining its position at the top has not been a smooth ride. Google’s market share saw a decline in the summer of 2018, plummeting to an all-time-low in July. The search engine experienced a similar dip in June and July 2017. These two low points coincided with the European Commission’s antitrust charges against the company, both of which were unprecedented in the now decade-long duel between both parties. As skepticism towards search engine platforms grows in line with public concern regarding censorship and data privacy, alternative services like Duckduckgo offer users both information protection and unfiltered results. Despite this, it still held less than *** percent of the industry’s market share as of June 2021. Perception of fake news in the UK According to a questionnaire conducted in the United Kingdom in 2018, **** percent of respondents had come across inaccurate news on social media at least once before. Rising concerns over fake news, or information which has been manipulated to influence the public has been a hot topic in recent years. The younger generation however, remains skeptical with nearly **** of Generation Z claiming to be either unconcerned about fake news, or believed that it did not exist altogether.

In June 2025, Google was the leader among search engines in Norway, with 90.49 percent of the market share. Bing and YANDEX, followed, accounting for market shares of roughly 3.79 percent and 3.14 percent respectively. The figures were similar for desktop search engines in the country. Google’s growth can be seen in the company’s revenue figures over the years, with a dramatic increase from 0.4 billion U.S. dollars in 2002, to over 348 billion U.S. dollars in 2024. What were Norwegians "googling"? Google offers limitless information online, but the most commonly entered search term by Norwegians in 2024 was “Google”. “VG”, abbreviated from “Verdens Gang”, or “The course of the World” was the leading online newspaper in Norway and ranked second. Google search engine worldwide Google has been the global leader among search engines for the past decade. Despite a slight decrease in its market share, the figures have been relatively stable throughout the observed period. As of March 2025, Google accounted for over 79 percent of the global search engine market.

In April 2023, Google alone concentrated more than April 2023 percent of the web search market in Bolivia. Bing ranked second with **** percent of the market share. Google also was the most popular online search engine in South America altogether.

We asked U.S. consumers about "Most used search engines by brand" and found that "Google" takes the top spot, while "Yandex" is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among ***** consumers in the United States.

In March 2024, Google search engine had a market share of 91.53 percent in Belgium across all devices. Bing ranked second, holding a market of share of 5.95 percent. Meanwhile, all other search engines held less than one percent of market shares in the country each.

In April 2024, Google was the most popular search engine in the UK, holding a market share of ***** percent across all devices. Bing had a relatively large market share of approximately **** percent in second place, followed by Yahoo! with approximately **** percent.

As of June 2025, Google accounted for 94.8 percent of the search engine web traffic in Spain, being the most popular tool of this kind in the country across all devices. Bing was the second-main search engine, with 3.18 percent of the web traffic, while Yahoo! followed with 1.11 percent.

As of April 2023, Google ranked first among the leading desktop search engines in Denmark with nearly ** percent of the desktop search market share. Bing was ranked second with **** percent of the market share, followed by Yahoo! with **** percent.

Google was by far the most used search engine in Germany, holding a market share of ***** percent in May 2025. Bing ranked second, with a market share of approximately **** percent in the same month, followed by Yandex, DuckDuckGo, and Yahoo!, with shares of **** percent, **** percent and **** percent.

From January 2018 to April 2023, Google alone concentrated between ***** and ** percent of the market share of online search engines in South America. Microsoft's Bing ranked second, with little more than * percent of the search engine market share in the region at its peak throughout the analyzed period.

In November 2021, Google had the highest market share of all search engines in Australia, accounting for almost 94 percent of web traffic referred by search engines. Bing followed as the second most popular search engine with a four percent market share that month.

Google's dominance in Poland's search engine market is striking, with a 88.92 percent share in April 2025. The disparity between Google and its rivals highlights the challenges alternative search engines face in gaining traction in the Polish market. Google's reach across devices Google's supremacy extends across both desktop and mobile platforms in Poland. On desktop computers, Google commanded an 86.41 percent share in March 2024, while its dominance was even more pronounced on mobile devices, reaching an impressive 98.49 percent. This consistent leadership across platforms demonstrates Google's ability to cater to users' search needs regardless of their device. Impact on advertising and e-commerce The search engine giant's influence extends beyond user preferences, significantly impacting Poland's digital advertising landscape. In 2023, search engine marketing accounted for 31.2 percent of the online advertising market in the country. This substantial share reflects the importance of search engines in reaching consumers. Additionally, Google's search results play a crucial role in e-commerce visibility, with popular marketplace Allegro topping the rankings on Google's search engine by reaching over 2.6 million phrases in January 2024.

In May 2025, Google had a search engine market share of approximately ***** percent in Brazil across all devices. Microsoft's Bing ranked second, with a share of **** percent, while other engines like Yahoo! and DuckDuckGo followed with smaller shares.

In June 2025, Google search engine had a market share of ***** percent in the Netherlands across all devices. Bing ranked second, holding a market share of **** percent. Meanwhile, Yandex and DuckDuckGo held smaller market shares of **** percent and *** percent each. Additionally, Google’s high popularity is probably one of the reasons why many Dutch B2B marketers tend to use Google AdWords for their digital advertising. Google products have the highest reach in the Netherlands According to a ranking of 15 online brands with the highest monthly reach in the Netherlands, Google products could be found as five different entries: the Google brand itself, excluding YouTube (in first place), Google Search (third), Google Maps (sixth), Gmail (eighth) and Google Play (14th). Roughly ** percent of Dutch individuals visited the Google Search at least once a month at the end of 2018. Gmail more popular than other e-mail providers Both Gmail and Hotmail (Outlook.com) ranked among the most popular e-mail providers in the Netherlands in 2018. Google’s free email service saw an increase in its use, whilst domestic e-mail providers from companies as KPN or Ziggo saw a decrease.