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.

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.

Google held the majority of the market share of leading search engines in Sweden in June 2025, with 89.35 percent. Bing and DuckDuckGo followed with around 5.98 percent and 2.06 percent of the market share, respectively. There was a slight difference, regarding mobile search engines and desktop search engines. While Google was still the leader in both categories, its share was over 98 percent for mobile engines and roughly 87 percent for desktop engines . Google Google search has been widely used over the past years. According to the source, it was used most frequently among people between the ages of 16 and 25. Furthermore, 74 percent of them reported to have used it daily in 2018. Worldwide Regarding Google’s market share worldwide, it has slightly decreased over the years. It was reported to be highest in April 2012, when Google search reached 91.7 percent global market share. It amounted to roughly 79.1 percent as of March 2025. Despite that, Google search has been the worldwide leader over the evaluated period, followed by bing, Yahoo! and YANDEX.

In July 2025, Google held the largest share of 83.71 percent in desktop search engine market in Hong Kong. The most popular desktop search engine in China, Baidu, accounted for about 1.74 percent in Hong Kong's market.

Between January 1st and December 31st, 2024, "Wetter" (Weather) was the most popular search query on the Google search engine in Germany. "Google" was ranked second, reaching an index point value of only 50 relative to the top search query ("Wetter").

In January 2025, online search engine Bing accounted for almost six percent of the global tablet search market, while market leader Google had a share of over 89 percent. Meanwhile, Yandex's tablet search market share was of 2.73 percent, while Yahoo! represented little less than one percent on these devices.

In 2025, “Google” was the most searched term on Google worldwide. “YouTube” ranked second, recording an index value of 79 points. That same year, “ChatGPT” and “GPT” entered the ranking for the first time, with index values of 27 and 18 points, respectively.

In January 2025, the South Korean search engine Naver had a global market share of 0.33 percent. This is not a lot compared to the dominant market leader Google. However, Naver has the largest share of the search engine market in its home market South Korea.

"Clima" weather was the most probed query in the Google search engine in Brazil in 2024, indexing at 100 in terms of search volume. Compared to the top ranking search result, the weather forecast-related terms "Tempo" and "Previsão do tempo" were also some of the most searched terms on the engine, scoring index values of 77 and 28. Additionally, the messenger solution "WhatsApp" and "WhatsApp Web" scored relative index values of 78 and 59 each.

We asked Mexican 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 Mexico.

We asked French consumers about "Most used search engines by brand" and found that ******** takes the top spot, while ************ is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 2,754 consumers in France.

In 2025, leading marketplaces were the primary source for starting to search for products online worldwide, along with search engines. According to a survey, roughly 17 percent of online shoppers searched for products through these channels. Online supermarkets and grocers followed, with 13 percent of respondents. Popularity contest Online shopping has become increasingly popular globally. In various countries, including the United Kingdom, the United States, Germany, and many others, consumers have stated that they prefer to shop online rather than in-store. On a weekly basis, however, in European countries, offline shopping is still more popular among consumers. Germany had the largest share of weekly online shoppers, with 45 percent of consumers. The preference for online shopping also depends on the product category and shopping events occurring at the time. Over 70 percent of consumers prefer to use the internet over in-store shopping to complete their holiday and entertainment purchases. It is a preference While marketplaces are the primary source for consumers to search for products online, they are also the leading source for online shopping inspiration in 2024. Around 35 percent of global consumers expressed their preference for marketplaces over any other online channel as a source of inspiration for their upcoming purchases. Consumers in different regions in the world tend to prefer different marketplaces, with consumers in Europe, the United States, and the United Kingdom preferring to use Amazon. The most visited marketplace in China was Taobao, Alibaba's B2C e-commerce platform. In Latin America, consumers use the local online marketplace Mercado Libre.

We asked South Korean consumers about "Most used search engines by brand" and found that ******* takes the top spot, while ************ is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 2,748 consumers in South Korea.

In June 2025, Google ranked first among the leading search engines in Denmark, holding more than 87.9 percent of the market share. Bing ranked second with 4.77 percent of the market share for the evaluated month, followed by YANDEX with 4.57 percent.

According to a survey in China in May 2023, mobile users were the most satisfied with the search experience of using Shenma Search and Quark Search. Both search engine platforms gained a mean score of 4.5 points among the respondents. Regarding search response speed and search content quality, 360 Search scored the highest points.

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.

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.

We asked German consumers about "Most used search engines by brand" and found that ******** takes the top spot, while ******** is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 8,142 consumers in Germany.

We asked Brazilian consumers about "Most used search engines by brand" and found that ******** takes the top spot, while ************ is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 2,745 consumers in Brazil.

We asked Spanish consumers about "Most used search engines by brand" and found that ******** takes the top spot, while ************ is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 2,740 consumers in Spain.