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.

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.

Afghanistan Internet Usage: Search Engine Market Share: Mobile: Russian Search data was reported at 0.000 % in 21 Mar 2025. This stayed constant from the previous number of 0.000 % for 20 Mar 2025. Afghanistan Internet Usage: Search Engine Market Share: Mobile: Russian Search data is updated daily, averaging 0.000 % from Mar 2025 (Median) to 21 Mar 2025, with 9 observations. The data reached an all-time high of 0.050 % in 17 Mar 2025 and a record low of 0.000 % in 21 Mar 2025. Afghanistan Internet Usage: Search Engine Market Share: Mobile: Russian Search data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Afghanistan – Table AF.SC.IU: Internet Usage: Search Engine Market Share.

Internet Usage: Search Engine Market Share: Mobile: Coc Coc data was reported at 0.010 % in 04 May 2025. This stayed constant from the previous number of 0.010 % for 03 May 2025. Internet Usage: Search Engine Market Share: Mobile: Coc Coc data is updated daily, averaging 0.010 % from Oct 2022 (Median) to 04 May 2025, with 703 observations. The data reached an all-time high of 0.080 % in 07 May 2023 and a record low of 0.000 % in 22 Apr 2025. Internet Usage: Search Engine Market Share: Mobile: Coc Coc data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Russian Federation – Table RU.SC.IU: Internet Usage: Search Engine Market Share.

Belgium Internet Usage: Search Engine Market Share: Desktop: Russian Search data was reported at 0.000 % in 12 Aug 2024. This stayed constant from the previous number of 0.000 % for 11 Aug 2024. Belgium Internet Usage: Search Engine Market Share: Desktop: Russian Search data is updated daily, averaging 0.000 % from Aug 2024 (Median) to 12 Aug 2024, with 9 observations. The data reached an all-time high of 0.090 % in 08 Aug 2024 and a record low of 0.000 % in 12 Aug 2024. Belgium Internet Usage: Search Engine Market Share: Desktop: Russian Search data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Belgium – Table BE.SC.IU: Internet Usage: Search Engine Market Share.

In January 2025, the search engine Bing had a market share of **** percent. Bing, Microsoft's search engine, holds a far smaller share of the search engine market compared to Google. In some markets, like Russia and China, Bing is less popular as there are local search engines; Yandex and Baidu, for example.

（停止更新）互联网使用：搜索引擎市场份额：移动服务：俄语搜索在03-21-2025达0.000%，相较于03-20-2025的0.000%保持不变。（停止更新）互联网使用：搜索引擎市场份额：移动服务：俄语搜索数据按日更新，03-13-2025至03-21-2025期间平均值为0.000%，共9份观测结果。该数据的历史最高值出现于03-17-2025，达0.050%，而历史最低值则出现于03-21-2025，为0.000%。CEIC提供的（停止更新）互联网使用：搜索引擎市场份额：移动服务：俄语搜索数据处于定期更新的状态，数据来源于Statcounter Global Stats，数据归类于全球数据库的阿富汗 – Table AF.SC.IU: Internet Usage: Search Engine Market Share。

This industry includes the activities of web search portals, data processing and hosting activities, as well as other activities that primarily supply information.

The share of Yandex search engine users on smartphones in Russia was forecasted to increase after the law requiring to pre-install Russian-made software would come into force on July 1, 2020. In particular for smartphones running on Apple iOS, this share was predicted to reach 56 percent by 2024, compared to 41.5 percent in 2019.

This group includes the provision of infrastructure for hosting, data processing services and related activities, as well as search facilities and other portals for the Internet.

（停止更新）互联网使用：搜索引擎市场份额：台式机：俄语搜索在08-12-2024达0.000%，相较于08-11-2024的0.000%保持不变。（停止更新）互联网使用：搜索引擎市场份额：台式机：俄语搜索数据按日更新，08-04-2024至08-12-2024期间平均值为0.000%，共9份观测结果。该数据的历史最高值出现于08-08-2024，达0.090%，而历史最低值则出现于08-12-2024，为0.000%。CEIC提供的（停止更新）互联网使用：搜索引擎市场份额：台式机：俄语搜索数据处于定期更新的状态，数据来源于Statcounter Global Stats，数据归类于全球数据库的比利时 – Table BE.SC.IU: Internet Usage: Search Engine Market Share。

As of June 2020, the share of Yandex RU in the desktop search market across India stood at a less than **** percent.

Yandex RU is a search engine under the Russian multinational corporation Yandex N.V. and specializes in internet-related products.

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Digital Marketing Software (DMS) Market Size 2025-2029

The digital marketing software (DMS) market size is forecast to increase by USD 133.59 billion, at a CAGR of 18.4% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing adoption of new data sources and regulatory innovations. Businesses are leveraging these advancements to gain valuable customer insights and enhance their marketing strategies. Another key factor fueling market expansion is the widespread use of social media and e-commerce platforms for marketing purposes. These channels offer businesses an opportunity to reach a larger and more diverse audience, fostering increased competition and innovation. However, the market is not without challenges. Data privacy and security concerns continue to pose a significant obstacle, as companies strive to protect sensitive customer information while still delivering personalized marketing experiences.
Balancing these competing priorities will require continued investment in advanced security technologies and robust data management practices. By addressing these challenges and capitalizing on emerging opportunities, companies can effectively navigate the dynamic digital marketing landscape and drive growth in the DMS Market.

What will be the Size of the Digital Marketing Software (DMS) Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, with dynamic market activities shaping its landscape. Seamlessly integrated solutions are transforming marketing efforts across various sectors. Paid advertising (PPC) campaigns and website analytics provide valuable insights into customer behavior, enabling data-driven decision-making. Keyword ranking and technical SEO tools optimize websites for search engines, enhancing visibility. Multivariate testing and affiliate marketing foster conversion and customer segmentation. Website authority and content promotion bolster brand awareness. Form analytics and influencer marketing offer invaluable data on user experience (UX) and engagement. Scroll maps and video optimization cater to evolving consumer preferences. Content marketing and Google Analytics facilitate content strategy and performance measurement.

Local SEO, international SEO, and e-commerce SEO cater to diverse business needs. Website security, email marketing, and link building ensure trust and credibility. On-page optimization and website design optimize user experience. Search console and content syndication expand reach. Social media marketing and structured data enhance online presence. A/B testing and website traffic analysis facilitate continuous improvement. Mobile optimization and image optimization cater to the growing mobile user base. Marketing automation and competitor analysis streamline campaigns and inform strategy. Bing ads and lead generation tools expand advertising reach. Landing pages and XML sitemaps optimize conversion funnels. Bounce rate analysis and backlink checker ensure website health.

Schema markup and marketing automation tools improve search engine understanding of content.

How is this Digitaling Software (DMS) Industry segmented?

The digitaling software (dms) industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

End-user

  Large enterprises
  Small and medium enterprises (SMEs)


Service

  Professional services
  Managed services


Revenue Stream

  Subscription-based
  License-based
  Pay-per-use
  Freemium


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    Russia
    UK


  APAC

    China
    India
    Japan


  South America

    Argentina
    Brazil


  Rest of World (ROW)

By End-user Insights

The large enterprises segment is estimated to witness significant growth during the forecast period.

The market is witnessing significant growth due to the increasing adoption of advanced marketing tools by businesses of all sizes. Customer segmentation and social media engagement are key areas where DMS plays a pivotal role, enabling businesses to target their audience effectively and engage with them in real-time. With the rise of pay-per-click (PPC) advertising and search engine optimization (SEO) tools, marketing campaigns are becoming more data-driven and targeted. Local SEO and international SEO are essential for businesses looking to expand their reach, while domain authority and average session duration are crucial metrics for measuring the success of marketing efforts.

User experience (UX) is another critical factor, with content calendars, website audits

互联网使用：搜索引擎市场份额：移动服务：Cốc Cốc在05-04-2025达0.010%，相较于05-03-2025的0.010%保持不变。互联网使用：搜索引擎市场份额：移动服务：Cốc Cốc数据按日更新，10-16-2022至05-04-2025期间平均值为0.010%，共703份观测结果。该数据的历史最高值出现于05-07-2023，达0.080%，而历史最低值则出现于04-22-2025，为0.000%。CEIC提供的互联网使用：搜索引擎市场份额：移动服务：Cốc Cốc数据处于定期更新的状态，数据来源于Statcounter Global Stats，数据归类于全球数据库的俄罗斯联邦 – Table RU.SC.IU: Internet Usage: Search Engine Market Share。

Yandex's search and portal segment revenue amounted to *** billion Russian rubles in 2024, having increased by ** percent compared to the previous year. Yandex dominated the Russian search market, having occupied a share of over ** percent in the last quarter of 2024.

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.