In the fiscal year ending December 2023, Google UK Limited reported revenues of over 2.81 billion British pounds. The British subsidiary has seen consistent profit growth over the reported years. In 2022, the company changed its financial year-end from June 30 to December 31, generating a higher revenue due to this longer accounted period.

In 2023, Google's ad revenue amounted to 264.59 billion U.S. dollars. The company generates advertising revenue through its Google Ads platform, which enables advertisers to display ads, product listings and service offerings across Google’s extensive ad network (properties, partner sites, and apps) to web users. Google advertising Advertising accounts for the majority of Google’s revenue, which amounted to a total of 305.63 billion U.S. dollars in 2023. The majority of Google's advertising revenue comes from search advertising. Google market share These revenue figures come as no surprise, as Google accounts for the majority of the online and mobile search market worldwide. As of September 2023, Google was responsible for more than 84 percent of global desktop search traffic. The company holds a market share of more than 80 percent in a wide range of digital markets, having little to no domestic competition in many of them. China, Russia, and to a certain extent, Japan, are some of the few notable exceptions, where local products are more preferred.

In the fiscal year that ended December 31, 2023, Google UK Limited reported tax expenses of 128.56 million British pounds. In its previous financial year, the British subsidiary reported around 59.13 million British pounds in tax charges, little less than half of the latest announced values. Google Ads is Alphabet's main source of revenue Alphabet, Google's parent company, has seen an increase in global revenue each year since 2017. By 2024, this had reached a total of 348.16 billion U.S. dollars, with the majority of profit being made through Google advertising. Through its in-house advertising platform Google Ads, Google enables advertisers to bid for advertising spots on its search engine and apps. A closer look at the brand's year-on-year advertising revenue shows that it has been in constant growth since 2001, and is likely to remain on this upward trajectory. Global alternatives to Google Search The recent tech boom has also raised concerns regarding privacy and data collection, with an increasing number of internet users opting for alternative search engines, messaging apps and email services. DuckDuckGo and Ecosia are two search engine alternatives that have come to light in recent years for their focus on user privacy. The former in particular has seen an increased uptake in the United States since mid 2020. While Google still dominates globally, Microsoft's Bing and Yahoo! Search have consistently held their share of the market over the last ten years and remain longest-standing alternatives to Google Search.

Throughout 2023, cloud storage Google One was the highest-grossing app in the Google Play Store in Great Britain, generating more than **** million U.S. dollars in revenues from the store users. Mobile gaming app Coin Master was the second highest-grossing popular app in the country, with over ** million U.S. dollars in revenues from British users in the examined period.

The Search Engine industry is highly concentrated, with three companies controlling almost the entire industry; the largest company, Alphabet Inc., has a market share greater than 96%. Search engines provide web portals that generate and maintain extensive databases of internet addresses. Industry companies generate most, if not all, of their revenue from advertising. Technological growth has resulted in more households being connected to the Internet and a boom in e-commerce has made the industry increasingly innovative. A climb in the proportion of households with internet access has supported revenue growth, while expanding technological integration with daily life has boosted demand for web search. A greater proportion of transactions being carried out online has driven innovation in targeted digital advertising, with declines in rival advertising formats like print media and television expanding the focus on digital marketing as a core strategy. Industry revenue is expected to jump at a compound annual rate of 3.8%, to reach £5.4 billion over the five years through 2025-26. Revenue is forecast to climb by 3.5% in 2025-26. Industry profit has remained high and expanded alongside a surge in search and display advertising, with total UK digital ad spend. The rise of the mobile advertising market and the proliferation of mobile devices mean there are plenty of opportunities for search engines, which are expected to capitalise on these trends further moving forward. While continued growth in localised digital marketing and rising overall UK marketing budgets are set to propel industry revenues, Google faces mounting regulatory scrutiny. The Digital Markets, Competition and Consumers Act 2024, with the impending Strategic Market Status designation for Google, is poised to shake up the landscape by curtailing Google’s market power and fostering greater transparency. Search engines will need to innovate to fend off rising competition from social media platforms, which are attracting advertisers through advanced targeting capabilities. Although niche, privacy-centric search engines could capture incremental market share as consumer privacy concerns intensify, the industry’s overwhelming concentration, with Google’s unmatched user base and ad inventory, means transformative change will likely be incremental. Nonetheless, technological advancements that incorporate user data are anticipated to make it easier to tailor advertisements and develop new ways of using consumer data. Industry revenue is forecast to jump at a compound annual rate of 5.9% over the five years through 2030-31, to reach £7.2 billion.

In January 2025, Coin Master was the top-grossing gaming app in the Google Play Store in the United Kingdom. The casual game title generated *** million U.S. dollars in revenues from Android users. Royal Match was the second-most-grossing gaming app title with approximately *** million U.S. dollars in revenue during that month.

The Payment Service Providers industry's revenue is expected to expand at a compound annual rate of 2.7% over the five years through 2024-25. The continued rise of e-commerce and the mounting popularity of contactless card spending have spurred significant growth. The pandemic-induced lockdowns fuelled the surge in online shopping. Concurrently, cash's decline and card payments' rising share, particularly contactless ones, have backed this solid performance further. The Financial Conduct Authority's hike in the contactless limit to £100 in October 2021 only amplified this trend. Over the last half-decade, technical advancements and regulatory support have played critical roles in shaping the industry's trajectory. Since its establishment in 2008, Faster Payment Services has become a cornerstone in the UK's financial infrastructure, supporting near-instant online bank transfers supporting a virtually cashless society. With an impressive spike from 2.4 billion transactions in 2019 to 4.5 billion by 2023, the service is credited for streamlining the payment processing systems for businesses across sectors. Revenue is projected to climb by 4.3% in 2024-25 to £12.6 billion, with the average industry profit margin set to reach 9.8%. Revenue is expected to mount at a compound annual rate of 3.6% to £15 billion over the five years through 2029-30. As consumer spending recovers post the cost-of-living crisis, cutting-edge payment systems like Buy Now, Pay Later (BNPL) services are expected to redefine consumer budgeting, pushing up transaction volumes. Cryptocurrencies, despite being largely unexplored, are projected to add significant value. The proliferation and diversification of offerings, including stablecoins, can widen inn providers' service portfolio, turbocharging customer retention and revenue. However, the spectre of cyber threats looms large. Despite this, companies that continue to innovate, strengthen cybersecurity and stay aligned with the digital trends will likely have the upper hand in the dynamic industry landscape.

In the fiscal year that ended December 31, 2023, Google UK Limited reported a net profit of 373.864 million British pounds. In its previous financial year, the British subsidiary reported a net income of 282.95 million British pounds.

The Web Portal Operation industry is highly concentrated, with three companies controlling almost the entire industry; the largest company in the industry, Alphabet Inc, has a market share greater than 90% in 2025. This market concentration has fostered significant advertising revenue but made it exceedingly difficult for smaller web portals to survive. Yet, the presence of local champions like Yandex in Russia and Seznam in the Czech Republic demonstrates that regional portals can find niches, particularly where differentiated content or national digital policies shape market dynamics. Search engines generate most, if not all, of their revenue from advertising. Technological growth has led to more households being connected to the internet and a boom in e-commerce has made the industry increasingly innovative. Over the past decade, a boost in the percentage of households with internet access across Europe has supported revenue expansion, while strengthening technological integration with daily life has boosted demand for web portals. Industry revenue is expected to swell at a compound annual rate of 17.4% over the five years through 2025, including growth of 15% in 2025, to reach €74.9 billion. While profit is high, it is projected to dip amid hiking operational pressures, changing advertising dynamics and heightened regulatory compliance costs. A greater proportion of transactions being carried out online has driven innovation in targeted digital advertising, with declines in rival advertising formats like print media and television expanding the focus on digital marketing as a core strategy. Market leaders have maintained dominance via exclusive agreements, like Google’s multi-billion-euro deals to remain the default search engine on Apple and Android devices, embedding themselves deeper into users’ daily digital interactions. At the same time, the rise of privacy-first search engines like DuckDuckGo, Ecosia and Qwant reflects shifting consumer attitudes toward data privacy and environmental impact. However, Google's status as the default search provider on most mainstream platforms, coupled with robust integration through Chrome and Google's broader ecosystem, has significantly constrained market entry for competitors, perpetuating the industry’s concentration. The rise of the mobile advertising market and the proliferation of mobile devices mean there are plenty of opportunities for search engines, which are expected to capitalise on these trends further moving forward. Smartphones could disrupt the industry's status quo, as the rising popularity of devices that don’t use Google as the default engine benefits other web portals. Technological advancements that incorporate user data are likely to make it easier to tailor advertisements and develop new ways of using consumer data. Initiatives like the European Search Perspective (EUSP) joint venture between Ecosia and Qwant signal the beginnings of intensified competition, especially around privacy and regional digital sovereignty. Nonetheless, industry growth is set to continue, fuelled by surging demand for localised, targeted digital advertising and heightened investment in mobile marketing. Industry revenue is forecast to jump at a compound annual rate of 20.4% over the five years through 2030 to reach €189.7 billion.

Google Pay users in the United Kingdom made up ** percent of respondents in 2025 and were likely to come from a ****** income. This is according to questions asked in Statista's Consumer Insights, focusing on what payment services consumers used in the past 12 months. The typical user profile of an Google Pay user in the United Kingdom was that they were ****, were between ********* years old, and fell in the ****** quantile in terms of income. According to Statista surveys, in 2024, Google Pay in the United Kingdom was used more in online shopping than it was in offline POS.

In the fiscal period ended December 31, 2023, Google UK Limited reported operating profits of 518.34 million British pounds. In its previous financial year, the British subsidiary reported an operating income of 362.24 million British Pounds.

Entertainment apps were the highest-grossing category among users in the United Kingdom (UK) in 2024, with ***** million U.S. dollars in revenue. Strategy gaming apps followed, as users in the UK spent approximately *** million U.S. dollars on apps in this category across the Google Play Store and the Apple App Store. Casual gaming apps ranked third, as UK mobile consumers spent over *** million U.S. dollars on apps in this category during the examined period.

The revenue in the public cloud market in the United Kingdom was forecast to continuously increase between 2024 and 2029 by in total **** billion U.S. dollars (+****** percent). After the ninth consecutive increasing year, the revenue is estimated to reach ***** billion U.S. dollars and therefore a new peak in 2029. Notably, the revenue of the public cloud market was continuously increasing over the past years.Find more information concerning Spain and the United States. The Statista Market Insights cover a broad range of additional markets.

In January 2025, the United Kingdom had more than **** million Facebook users. Four years before, in September 2020, the number of Facebook users in the UK stood at *****, showing a **** percent growth in audience size in four years. Facebook remains the leading social network Despite a recent history of controversies and user privacy breaches - not least of which being the Cambridge Analytica scandal of 2018 - Facebook has managed to remain the top social network in the UK. As of July 2024, the platform had a **** percent market share, almost six times over that of X, formerly known as Twitter. Besides being the most popular social network across all age groups, Facebook and its subsidiary WhatsApp report the highest use among those aged between 26 and 35 years old. Role in political advertising Facebook has also proved to be a lucrative advertising platform, having generated **** percent of online ad revenue in the UK in 2018. This was forecast to increase to ** percent in 2021, placing the social network second to Google within the online advertising sector. Unsurprisingly, political groups aiming to capitalize on this reach have taken to large-scale advertising on Facebook. In 2019, **** million euros was spent on targeted political advertising in the UK alone, the second-highest reported figure in Europe.  

Google Pay was used more often for in-store payments in both India and Poland than in either the United States or the UK in 2024. This reveals itself when comparing two questions from Statista's Consumer Insights as ** out of 100 consumers from India replied they had used Google Pay. India ranks within the top three of countries in the world with the highest penetration of proximity mobile payments.

How many people use Google Pay?

Google's mother company Alphabet does not share user figures of Google Pay. This is because the company does not charge transaction fees, except in the United States when clients transfer money from a Google Pay account to a bank account with a debit card. A 2022 forecast predicted the number of Google Pay users in the United States would grow by more than *** million between 2022 and 2026. This prediction was from before May 2022, however. That month, Google announced it would replace Google Pay altogether with a resurrected Google Wallet app in ** countries across the world, except the U.S., Singapore, and India.

Google Pay used more often on websites outside the United States Website tracking focusing on payment technologies indicates Google Pay is used more often on websites from Canada, New Zealand or Ireland than on U.S. websites or platforms from Europe. Nearly **** percent of merchants in Italy with at least one Payment Acceptance or Payment Processor technology up to August 2023 had Google Pay on their website. Websites from India ranked relatively low in this list, potentially indicating Google Pay is either used more as an offline payment method or that Google Pay is integrated within UPI in the country.

According to Pi Datametrics, in the second quarter of 2021, approximately *** thousand individual search terms for “prom dresses” were typed on Google UK. In addition, UK consumers looked for boxers and dresses, using these search terms around *** thousand times, on average.

How the UK fashion e-commerce market measures up The UK is a mature e-commerce market, and the number of apparel digital shoppers is expected to grow on a sure and steady course. In the fashion segment, the UK has one of the largest e-commerce revenues in the world, though it still ranks far behind China and the United States. In 2020, the UK was the third biggest clothing and footwear market globally based on total consumer spending.

Johnlewis.com stands out as the leading online store based on e-commerce net sales in the UK. John Lewis Partnership plc generates around *********** British pounds from fashion sales every year. In terms of online traffic, the retail brand receives most of its visitors through online search.

UK fashion’s voice on Google For retailers, online presence has never been more key than now, when Google visibility determines a business’ reach and relevance for its customers. In the UK, Next.co.uk and ASOS.com are the fashion retailers whose websites had the highest share of voice.

With 438 billion U.S. dollars in net sales, the United States were Amazon’s biggest market in 2024. Germany was ranked second with 41 billion U.S. dollars, ahead of the UK with 37.9 billion U.S. dollars. Biggest internet company Founded in 1994, Amazon has grown into one of the biggest e-commerce marketplaces and cloud computing platforms worldwide. In 2020, Amazon was ranked first in terms of company revenue among global publicly traded internet companies. With an annual revenue of approximately 386 billion U.S. dollars, the e-retailer ranked far ahead of closest competitors Google (181.7 billion U.S. dollars) and Alibaba (109.5 billion U.S. dollars). Amazon shopping Amazon is the leading e-retailer in the United States. In September 2021, 65 percent of Amazon customers in the United States held a membership with the company’s subscription service Amazon Prime, benefitting from free 2-day shipping, music and video streaming and exclusive offers and deals. Amazon Prime members are very engaged shoppers: a June 2021 survey found that over four in ten of them were likely to shop not just during Prime days, but also during other retail events, with 56 percent of them showing interest for Cyber Monday.