A comparison of the most popular search engines in Japan showed that Google held a market share of more than ** percent. It was followed by Yahoo! and Bing. Together these three services accounted for a market share of more than ** percent.

We asked Japanese 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 2,736 consumers in Japan.

A comparison of the most popular desktop search engines in Japan showed that Google held a market share of about ** percent in August 2025. Google was followed by Bing and Yahoo. Together these three services accounted for a market share of more than ** percent.

A comparison of the most popular mobile search engines in Japan showed that Google held a market share of more than ** percent in January 2024, which made it the leading service. It was followed by Yahoo! and Bing. Together these three services accounted for a market share of more than ** percent.

A comparison of the most popular tablet search engines in Japan showed that Google held a market share of more than ***percent in January 2025. It was followed by Yahoo! and Bing. Together these three services accounted for a market share of more than ** percent.

A comparison of the most popular desktop search engines in Japan showed that Google held a market share of more than 74 percent in January 2024, which made it the leading service. Google was followed by Bing and Yahoo. Together these three services accounted for a market share of more than 98 percent.

A comparison of the most popular tablet search engines in Japan showed that Google held a market share of more than 76 percent in January 2024, which made it the leading service. It was followed by Yahoo! and Bing. Together these three services accounted for a market share of more than 98 percent.

A comparison of the most popular mobile search engines in Japan showed that Google held a market share of more than 84 percent in August 2025. Yahoo! ranked second. Together these two services accounted for a market share of more than 97 percent.

With a market share of more than ** percent, Google was the most popular desktop search engine in Japan in August 2025. It was followed by Bing, which accounted for more than ** percent of the desktop search engine market.

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.

Number of searches for long-COVID using the Yahoo! JAPAN search engine, by gender and age in the years 2020, 2021, and 2022.

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Recommendation Engine Market Size 2024-2028

The recommendation engine market size is forecast to increase by USD 1.66 billion, at a CAGR of 39.91% between 2023 and 2028.

The market is experiencing significant growth, driven by the increasing digitalization of various industries and the rising demand for personalized recommendations. As businesses strive to enhance customer experience and engagement, recommendation engines have become essential tools for delivering tailored product or content suggestions. However, this market is not without challenges. One of the most pressing issues is ensuring accuracy in data prediction. With the vast amounts of data being generated daily, the ability to analyze and make accurate predictions is crucial for the success of recommendation engines. This requires advanced algorithms and machine learning capabilities to effectively understand user behavior and preferences. Companies seeking to capitalize on this market's opportunities must invest in developing sophisticated recommendation engines that can navigate the complexities of data analysis and prediction, while also addressing the challenges related to data accuracy. By doing so, they will be well-positioned to meet the growing demand for personalized recommendations and stay competitive in the digital landscape.

What will be the Size of the Recommendation Engine Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2018-2022 and forecasts 2024-2028 - in the full report.
Request Free SampleThe market continues to evolve, driven by advancements in big data, machine learning, and artificial intelligence. These technologies enable the development of more sophisticated recommendation systems, which are finding applications across various sectors. Model evaluation and cloud computing play a crucial role in ensuring the accuracy and efficiency of these systems. Feature engineering and data visualization help in extracting insights from complex data sets, while collaborative filtering and search engines facilitate personalized recommendations. Ethical considerations, privacy concerns, and data security are becoming increasingly important in the development of recommendation engines. User behavior analysis and user interface design are essential for optimizing user experience. Offline recommendations and social media platforms are expanding the reach of recommendation systems, while predictive analytics and performance optimization enhance their effectiveness. Data preprocessing, data mining, and customer segmentation are integral to the data analysis phase of recommendation engine development. Real-time recommendations, natural language processing, and recommendation diversity are key features that differentiate modern recommendation systems from their predecessors. Hybrid recommendations, data enrichment, and deep learning are emerging trends in the market. Recommendation systems are transforming e-commerce platforms by improving product discovery and conversion rate optimization. Model training and algorithm optimization are ongoing processes to ensure recommendation accuracy and relevance. The market dynamics of recommendation engines are constantly unfolding, reflecting the continuous innovation and evolution in this field.

How is this Recommendation Engine Industry segmented?

The recommendation engine industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments. End-userMedia and entertainmentRetailTravel and tourismOthersTypeCloudOn-premisesGeographyNorth AmericaUSEuropeGermanyAPACChinaIndiaJapanRest of World (ROW)

By End-user Insights

The media and entertainment segment is estimated to witness significant growth during the forecast period.In the digital age, recommendation engines have become an essential component for various industries, particularly in the media and entertainment segment. These engines utilize big data from content management systems and user behavior analysis to deliver accurate and relevant recommendations for articles, news, games, music, movies, and more. Advanced technologies like machine learning, artificial intelligence, and deep learning are integrated to enhance their capabilities. Recommendation engines segregate data based on categories, languages, and ratings, ensuring a personalized user experience. The surge in online platforms for content consumption has fueled the demand for recommendation engines. Social media platforms and e-commerce sites also leverage these engines for product discovery and conversion rate optimization. Privacy concerns and ethical considerations are addressed through data security measures and user profiling. Predictive analytics and performance optimization ensure recommendation relevanc

With a market share of more than ** percent, Google was the most popular mobile search engine in Japan in August 2025. It was followed by Yahoo!, which accounted for more than ** percent of the mobile search engine market.

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Internet Advertising Market Size 2024-2028

The internet advertising market size is forecast to increase by USD 651.2 billion at a CAGR of 18.69% between 2023 and 2028. The market is experiencing significant growth, driven by various sectors such as media and entertainment, transport and tourism, and IT and telecom. One of the primary growth factors is the digital transformation that is reshaping industries, leading to increased online presence and advertising spend. Another trend is the advancement of advertising technology, including the emergence of streaming platforms and the widespread use of smartphones and high-speed internet. However, challenges persist, such as the rise of ad fraud and the increasing use of ad blockers. To address these challenges, the industry is embracing automation, with automated bidding strategies, ad copy, PPC reporting, and rules becoming increasingly common. By leveraging these tools, businesses can optimize their ad campaigns and improve their return on investment.

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The market continues to evolve, providing businesses with numerous opportunities to reach their target audiences and drive conversions. By implementing strategic ad formats across various channels, companies can increase website traffic, generate brand exposure, and ultimately, boost sales. Promotional messages play a crucial role in capturing the attention of potential customers. In the digital realm, businesses can utilize banners, pop-ups, and e-newsletters to engage their target consumers. These ad formats offer precision in reaching specific demographics and geographic locations, ensuring that businesses maximize their return on investment.

Simultaneously, search engines are a primary digital channel for advertising, as they cater to users actively seeking information or products. By optimizing ad campaigns for search engines, businesses can reach consumers who are most likely to make a purchase. However, the Internet advertising landscape extends beyond digital channels. Traditional media, such as magazines, newspapers, and television, also offer valuable opportunities for businesses to reach their target audiences. By integrating ad strategies across both digital and print channels, companies can create a cohesive marketing approach that resonates with consumers. The mobile segment represents a significant portion of internet usage, making it an essential channel for businesses to consider.

Moreover, mobile-optimized ads, including banners and pop-ups, can effectively reach consumers on the go, increasing the likelihood of conversions. Demographics and geographic locations are essential factors in determining the most effective ad strategies. By understanding the unique characteristics of their target audiences, businesses can tailor their messaging and channel selection to maximize conversions and sales. Precision is key in the market. Businesses must continually refine their ad strategies to ensure they are reaching the right consumers with the most effective messages. By monitoring ad performance and adjusting tactics as needed, companies can optimize their advertising efforts and drive growth.

In conclusion, the market offers businesses a wealth of opportunities to reach their target audiences and drive conversions. By implementing strategic ad formats across various channels, businesses can increase website traffic, generate brand exposure, and ultimately, boost sales. Effective ad strategies require a deep understanding of consumer demographics, geographic locations, and channel selection, ensuring that businesses maximize their return on investment.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Platform

  Mobile
  Desktop and laptop
  Others


Type

  Large enterprises
  SMEs


Geography

  North America

    Canada
    US


  APAC

    China
    Japan


  Europe

    Germany


  South America



  Middle East and Africa

By Platform Insights

The mobile segment is estimated to witness significant growth during the forecast period. The market holds significant value in fostering human connection and storytelling for brands, reaching increasingly diverse target audiences through various ad strategies on digital channels. With the dominance of mobile devices, this sector has gained prominence, as mobile phone ownership has reached 78% of the global population aged 10 and above, according to ITU data. In 2023, approximately 5.4 billion people, or 67% of the world population, accessed the internet. European and American regions boasted high internet penetration rates of nearly 90%, while the Arab States and Asia-Pacific regions saw about two-thirds of their populations using the inte

With a market share of more than ** percent, Google was the most popular tablet search engine in Japan in August 2025. It was followed by Yahoo!, which accounted for more than ** percent of the tablet search engine market.

The number of smartphone users in Japan amounted to almost 86.6 million in 2022. It was forecast to reach more than 95 million by 2028. Domestic smartphone market Japan was one of the first countries to develop a mobile phone culture, being home to inventions such as the world’s first camera phone in 1999 as well as the nowadays ubiquitous emojis. The largest mobile phone operators in the country are NTT Docomo, au by KDDI, and SoftBank. Rakuten Mobile joined as the fourth proper mobile network operator (MNO) in 2020. As for mobile phone types, Japanese consumers show a clear preference for smartphones, which make up the majority of monthly domestic mobile phone shipments. The popularity of smartphones in Japan goes hand in hand with an increasing usage of streaming services as well as other forms of mobile entertainment. Popularity of smartphone gaming Home to global gaming industry giants such as Nintendo and Sony, Japan also boasts a very competitive mobile gaming market. A survey regarding the frequency of playing smartphone games showed that a majority of smartphone gamers play games on a daily basis. The most commonly played smartphone game genres are puzzle games, location-based games, and role-playing games (RPGs) of various kinds. Dating back to as early as 1999, when NTT Docomo made RPGs such as “Dragon Quest” and “Final Fantasy” available for download on its platform, this genre has been among the more popular ones.

According to a survey conducted in February 2020, four out of five respondents in Japan stated that they used their smartphones in order to access internet search engines. While more than ** percent of respondents used PCs when looking up things online, other devices were used to a much lower degree.

According to a survey conducted in February 2020, about ** percent of respondents in Japan stated that they used their current internet search engine because of its good functions and user-friendliness. More than ** percent were using their current search engine because it had previously been set as the default service of the device they were using.

According to a survey conducted in Japan in July 2021, ** percent of the respondents stated that they used search engines to find out more about words or people they do not know. A slightly lower share of respondents used search engines to look for things related to their hobbies.

According to a survey conducted in Japan in July 2021, ** percent of the respondents stated that they used a search engine when searching things online via smartphone. Close to ** percent of the respondents used social networking services (SNS) for this purpose.