In April 2025, Google accounted for ***** percent of the search market in the United States across all devices. Bing followed as the second leading search provider in the United States during the last examined month, with a share of around *** percent, among the engine's highest quotas registered in the country to date.

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 January 2025, Google accounted for 93.82 percent of the global mobile search engine market worldwide. Yandex had 2.5 percent of the global mobile search, while, competitors like Baidu and Yahoo! accounted for less than one percent each on a global scale.

In January 2025, Google remained by far the most popular search engine in the UK, holding a market share of ***** percent across all devices. That month, Bing had a market share of approximately **** percent in second place, followed by Yahoo! with approximately **** percent. The EU vs Google Despite Google’s dominance of the search engine market, maintaining its position at the top has not been a smooth ride. Google’s market share saw a decline in the summer of 2018, plummeting to an all-time-low in July. The search engine experienced a similar dip in June and July 2017. These two low points coincided with the European Commission’s antitrust charges against the company, both of which were unprecedented in the now decade-long duel between both parties. As skepticism towards search engine platforms grows in line with public concern regarding censorship and data privacy, alternative services like Duckduckgo offer users both information protection and unfiltered results. Despite this, it still held less than *** percent of the industry’s market share as of June 2021. Perception of fake news in the UK According to a questionnaire conducted in the United Kingdom in 2018, **** percent of respondents had come across inaccurate news on social media at least once before. Rising concerns over fake news, or information which has been manipulated to influence the public has been a hot topic in recent years. The younger generation however, remains skeptical with nearly **** of Generation Z claiming to be either unconcerned about fake news, or believed that it did not exist altogether.

In January 2025, Google accounted for 93.89 percent of the global mobile search engine market worldwide. Ever since the release of Google Search in 1997, the company's search engine has dominated the search engine market, maintaining a margin of more than 93 percentage points since January 2015. Currently owned by the parent corporation Alphabet Inc., Google has one of the highest tech company revenues, with roughly 305.63 billion U.S. dollars in 2023.

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. Over the past decade, a climb in the percentage of households with internet access has supported revenue growth, while increasing technological integration with daily life has increased demand for industry services. 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 increasing the focus on digital marketing as a core strategy. Industry revenue is expected to increase at a compound annual rate of 4.7%, to reach £5.1 billion over the five years through 2024-25. Revenue is forecast to climb by 4.7% in 2024-25. Industry profit has remained high, expanding to 34.2% in 2024-25. 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 do not use Google as the default engine benefits other search providers. 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 6% over the five years through 2029-30, to reach £6.8 billion.

Search engines, which collect, organize and display knowledge of the internet, are the backbone of the information age and have helped popularize the ad-supported attention economy that prevails throughout the internet. From 2019 to 2024, spending on internet advertising has maintained strong momentum as consumer demand for internet access continued to surge, driven by the adoption of LTE, 5G and unlimited mobile data plans. Despite COVID-19 depressing total advertising expenditure, digital advertising continued to grow as consumers practically lived online while stay-at-home orders were in place. As a result, search engine revenue from advertising is slated to mount at a CAGR of 10.4% to $287.5 billion, including an anticipated hike of 8.4% in 2024, with profit at 18.7%. The search engine industry is fundamentally differentiated from the rest of the economy by its advertising sales framework, market aggregation and high interconnection with other industries. While search is a consumer product, search revenue comes from a platform's desirability to advertisers, not users. Search platforms must balance providing the best search experience while integrating as many advertisements as possible. This difficult balance is challenging to achieve because advertising dollars tend to scale best on the leading search platform, increasing aggregation forces for search providers. The market leaders in search, Google and Microsoft, have met this balance by using advertising revenue to grow a suite of services designed to collect extensive behavior information on and off the search website. This data then targets ads to hyper-specific markets, funding the search business model. As the number of hours spent on the internet continues to mount, search engine revenue is poised to climb at a CAGR of 7.1% to $404.9 billion through the end of 2029. Advertisers will rely increasingly on search engine marketing due to its cost-effectiveness and efficiency advantages over traditional media. With proper analytics software installed, marketers can track which terms, advertisements and websites are the most effective, enabling incremental real-time tweaks and improvements in advertising campaigns. Artificial intelligence has promised to change the purpose of search from navigation to finding answers, which will change the structure of the internet, just as search engine providers have done many times before.

In the observed period, Google increased its lead as the search engine with the largest market share in Czechia. At the beginning of 2015, it had roughly 75 percent, however, this figure rose to nearly 80 percent by March 2025. Accordingly, the market share of the second-largest Czech search engine - Seznam, slowly decreased over time. In January 2015, it still amounted for 20.43 percent market share, however, the share fell to less than 12 percent. The share of the other engines fluctuated except for YANDEX RU, as its market share dropped to zero, yet Yandex was still active in Czechia.

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 May 2025, Google led the European desktop search market, holding a market share of around 77.93 percent. Its biggest worldwide competitor Bing accounted for 11.7 percent of the European desktop search market. Meanwhile, Yandex's mobile market share in Europe was 5.52 percent.

The Search Engines industry in California is expected to grow an annualized x.x% to $x.x billion over the five years to 2025, while the national industry will likely grow at x.x% during the same period. Industry establishments increased an annualized x.x% to x,xxx locations. Industry employment has increased an annualized x% to x,xxx workers, while industry wages have increased an annualized x.x% to $x.x billion.

In May 2025, Google led the European mobile search market, holding a market share of around 94.54 percent. Its biggest worldwide competitor, Bing, accounted for only 0.59 percent of the European mobile search market. Meanwhile, Yandex's mobile market share in Europe was 3.04 percent.

Over the period presented, the share of search engine marketing in the online total advertising market in Poland fluctuated. In 2024, search engine marketing accounted for **** percent of the online advertising market in the country.

The Search Engines industry in Delaware is expected to grow an annualized x.x% to $x.x million over the five years to 2025, while the national industry will likely grow at x.x% during the same period. Industry establishments increased an annualized x% to xx locations. Industry employment has increased an annualized x% to xxx workers, while industry wages have increased an annualized x.x% to $x.x million.

In the past five years, the web portal industry in Germany has seen dynamic growth, driven by high internet penetration and the increased use of mobile devices. Demand for digital services has remained robust across all sectors, with advertising revenue, premium models and commission business establishing themselves as key revenue pillars. At the same time, competition from international technology groups, increasing regulatory requirements and growing data protection awareness are intensifying the pressure to innovate. Web portals are increasingly investing in mobile applications, personalisation and a differentiated range of services in order to maintain user intensity and user loyalty despite increasing saturation and growing digital detox trends. Industry revenue increased by an average of 9.6% per year between 2020 and 2025 and is expected to reach 14 billion euros in the current year.In 2025, industry turnover is expected to increase by 3.9%. The industry is currently characterised by a greater awareness of data protection and user trust. New studies show that many users are sceptical about web portals with inadequate data protection measures and are switching. At the same time, content and community-orientated portals are gaining massive visibility, while traditional e-commerce and technology portals are coming under pressure. Increasing mobile use and the trend towards digital self-regulation functions are influencing development priorities. To ensure their competitiveness, providers are increasingly focussing on transparent data protection solutions, innovative content and cross-service platform strategies.In the next five years, turnover in the sector is expected to increase by an average of 3.2% per year to 16.5 billion euros. The web portal industry is undergoing a phase of profound change, which is primarily characterised by stricter data protection regulations, higher technological requirements and new tax regulations. In particular, the complex compliance with data protection regulations is hampering innovation and making the development of data-based business models more difficult. In addition, the minimum tax law deprives international providers of an important locational advantage and thus changes the competitive landscape. In response, companies are driving forward automation and the use of artificial intelligence in order to fulfil regulatory requirements more efficiently. At the same time, there is a strategic focus on the integration and diversification of digital services. The bundling of email, cloud, calendar and other services increases user loyalty and advertising revenue, but at the same time increases the pressure to consolidate and makes it more difficult for smaller providers to participate in the market.

The Search Engines industry in Georgia is expected to grow an annualized x.x% to $x.x billion over the five years to 2025, while the national industry will likely grow at x.x% during the same period. Industry establishments increased an annualized x.x% to xxx locations. Industry employment has increased an annualized x.x% to x,xxx workers, while industry wages have increased an annualized x.x% to $x.x million.

The Search Engines industry in Massachusetts is expected to grow an annualized x.x% to $x.x billion over the five years to 2025, while the national industry will likely grow at x.x% during the same period. Industry establishments increased an annualized x.x% to xxx locations. Industry employment has increased an annualized x.x% to x,xxx workers, while industry wages have increased an annualized x.x% to $x.x billion.

The Search Engines industry in Connecticut is expected to grow an annualized x.x% to $x.x billion over the five years to 2025, while the national industry will likely grow at x.x% during the same period. Industry establishments increased an annualized x.x% to xx locations. Industry employment has increased an annualized x.x% to x,xxx workers, while industry wages have increased an annualized x.x% to $x.x million.

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

Global market share of major search engines from January 2015 to March 2025