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.

We asked U.S. 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 13,689 consumers in the United States.

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.

Google was by far the most used search engine in India, holding a market share of ***** percent in May 2025. Despite having already reached a market share of more than ***** percent in 2018, Bing ranked second in the same month, with a market share of approximately **** percent, followed by DuckDuckGo and Yahoo!, with shares of **** percent and *** percent 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.

Zen (former Yandex) was the most popular search engine for news reading in Russia in 2023, according to almost a fifth of survey respondents. Further ** percent of Russians obtained media reports from Google News or were redirected to its links.

With a market share of more than ** percent, Google was the most popular desktop search engine in Japan in January 2024. It was followed by Bing, which accounted for more than ** percent of the desktop search engine market.

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 September 2023, Google was the most popular online search engine in Chile with a market share of over 95 percent. Microsoft's Bing ranked second with 2.85 percent of share throughout that period. Furthermore, Google Chrome was used by approximately eight out of ten Chilean internet users.

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 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.

According to a survey on search engines in China conducted in May 2023, almost ** percent of respondents stated that encyclopedia was their most frequently searched content format. Meanwhile, information and websites or webpages trailed with approximately ** percent.

In April 2025, Google accounted for over ** percent of the mobile search market in the United States. With approximately ** percent reach among mobile audiences, Google Search is also one of the most popular mobile apps in the United States. DuckDuckGo and Yahoo! followed as the leading mobile search providers in the United States during the last examined month, with shares of around *** percent each.

Google was by far the most used search engine in January 2025 in Romania, with a market share of ***** percent. It was followed by Bing and Yandex, with a market share of **** and **** percent, respectively.

In 2024, the most used search engine in South Korea was Naver, with a share of around ** percent of monthly active users. Naver is a South Korean online platform and search engine which is operated by Naver Corporation. Despite the domestic website being popular among users, Google took first spot as the market leader in the South Korean search engine market. Online search behavior Naver was still the first place to go for South Koreans looking up information on the web.The most successful search engine visit category in South Korea was related to studying, averaging over ********** of visits. At the same time, search engine results of the IT category had the highest bounce rate. Online education, on the other hand, had a rather low bounce rate, indicating that users were more satisfied with the shown search results. Internet usage in South Korea The significant majority of South Koreans used the internet, maintaining an internet usage rate of well over ** percent for years. Reasons for using the internet in South Korea are countless, as it has seeped into every facet of life. Nevertheless, the most commonly named reasons for going online were communication purposes and looking for information. Using the internet for multiple reasons, South Koreans spend on average more than ** hours per week online.

In May 2025, the online search engine Bing accounted for 4.11 percent of the European search market across all devices, while market leader Google held a search traffic share of around 89.45 percent. Meanwhile, Yandex's market share was 3.72 percent, while Yahoo! represented around 1.08 percent.

In 2024, Google held around **** percent of South Korea's search engine market share. Following Google was the domestic web portal Naver with a market share of roughtly **** percent. Other search engines were lagging far behind.

In April 2023, Google ranked first among the leading desktop search engines in Sweden, with nearly 87.36 percent of the market share. Meanwhile, Bing ranked second with 9.33 percent of the market share for the evaluated period, followed by Yahoo! with 2.2 percent.

As of June 2025, Google was the most popular search engine in Italy on desktop devices, with an 83.87 percent share of the search engine market. Considering the same period, Bing only reached 10.4 percent of the market share, while Yahoo! reached 3.43 percent. Furthermore, Italy was among the countries with some of highest desktop market shares for Google in the analyzed month. Internet in Italy: a growing habit... The internet usage in Italy has progressively grown over the last years, with the share of individuals accessing the web in Italy facing a permanent growth, passing from 34.1 percent in 2006, to 80.3 percent in 2023. The daily access to the internet in the country has also increased, from 40.3 percent in 2015, to 67.6 percent in 2023, although 18.4 percent of Italians claimed to not use the internet at all. ...with regional differences Even though the Internet usage in Italy is constantly growing in every region, the share of Internet users remains unbalanced throughout its territory. Northern Italy has a slightly higher share of Internet users in than in the other regions, with approximately 82.8 percent of the population in 2023 accessing the web. Meanwhile the southern region had the lowest share of internet users, with 75.7 percent in the same year.

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.