In 2024, Google held around 51.3 percent of South Korea's search engine market share. Following Google was the domestic web portal Naver with a market share of roughtly 42.3 percent. Other search engines were lagging far behind.

In 2023, Google held around 55.4 percent of South Korea's mobile search engine market share. Following Google was the domestic web portal Naver with a market share of more than 42 percent. Google dominance in the South Korean search engine market also extended to the mobile market.

In 2023, Google held almost 60.8 percent of South Korea's search engine market share. Following Google was the domestic web portal Naver with a market share of roughtly one third. Other search engines were lagging far behind.

In 2023, Google held almost 68 percent of South Korea's desktop search engine market share, placing far ahead domestic competitor Naver which stood at approximately 22 percent. Microsoft's search engine Bing placed third, accounting for around 6 percent of the search engine market for desktop PCs.

As of the fourth quarter of 2024, Naver accounted for around 58 percent of the mobile search engine market in South Korea. Since the second quarter of 2021 there has been a continuous increase of Naver's market share, reaching the peak during the time of consideration in the second quarter of 2024. Despite not being the search engine with the overall highest market share, Naver had a stronger position on the mobile search market than on the desktop search market.

Internet Usage: Search Engine Market Share: Mobile: Ecosia data was reported at 0.000 % in 19 Mar 2025. This stayed constant from the previous number of 0.000 % for 18 Mar 2025. Internet Usage: Search Engine Market Share: Mobile: Ecosia data is updated daily, averaging 0.000 % from Nov 2024 (Median) to 19 Mar 2025, with 131 observations. The data reached an all-time high of 100.000 % in 16 Feb 2025 and a record low of 0.000 % in 19 Mar 2025. Internet Usage: Search Engine Market Share: Mobile: Ecosia data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s North Korea – Table KP.SC.IU: Internet Usage: Search Engine Market Share.

As of the first quarter of 2024, Google accounted for roughly 53 percent of the mobile search engine market in South Korea. This was a decrease compared to previous years, and continued the downwards trend mobile Google search engine usage recorded since the second quarter in 2021.

South Korea Internet Usage: Search Engine Market Share: Desktop: Start Page data was reported at 0.010 % in 29 Nov 2024. This records an increase from the previous number of 0.000 % for 28 Nov 2024. South Korea Internet Usage: Search Engine Market Share: Desktop: Start Page data is updated daily, averaging 0.010 % from May 2024 (Median) to 29 Nov 2024, with 70 observations. The data reached an all-time high of 0.050 % in 08 Jun 2024 and a record low of 0.000 % in 28 Nov 2024. South Korea Internet Usage: Search Engine Market Share: Desktop: Start Page data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s South Korea – Table KR.SC.IU: Internet Usage: Search Engine Market Share.

In 2024, the most used search engine in South Korea was Naver, with a share of around 58 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 two-thirds 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 90 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 20 hours per week online.

South Korea Internet Usage: Search Engine Market Share: Mobile: Haosou data was reported at 0.000 % in 26 Oct 2024. This records a decrease from the previous number of 0.010 % for 25 Oct 2024. South Korea Internet Usage: Search Engine Market Share: Mobile: Haosou data is updated daily, averaging 0.020 % from Sep 2024 (Median) to 26 Oct 2024, with 33 observations. The data reached an all-time high of 0.040 % in 25 Sep 2024 and a record low of 0.000 % in 26 Oct 2024. South Korea Internet Usage: Search Engine Market Share: Mobile: Haosou data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s South Korea – Table KR.SC.IU: Internet Usage: Search Engine Market Share.

In 2024, Google held almost 61 percent of South Korea's desktop search engine market share, placing far ahead domestic competitor Naver which stood at approximately 26.6 percent. Microsoft's search engine Bing placed third, accounting for around 7.66 percent of the search engine market for desktop PCs.

（停止更新）互联网使用：搜索引擎市场份额：台式机：起始页在11-29-2024达0.010%，相较于11-28-2024的0.000%有所增长。（停止更新）互联网使用：搜索引擎市场份额：台式机：起始页数据按日更新，05-18-2024至11-29-2024期间平均值为0.010%，共70份观测结果。该数据的历史最高值出现于06-08-2024，达0.050%，而历史最低值则出现于11-28-2024，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：起始页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韩国 – Table KR.SC.IU: Internet Usage: Search Engine Market Share。

In 2023, search engine Daum accounted for 1.13 percent of search engine usage in South Korea. Daum had been losing ground during the last few years and placed far behind the leading search engines on the Korean market, Google and Naver.

In 2023, the search engine google.com had the highest share in traffic referrals in South Korea at around 47.4 percent of all search engine referrals. The top spots were all occupied by either Google or domestic web portal Naver. As for Naver, mobile searches made up the majority of search referral traffic.

互联网使用：搜索引擎市场份额：所有平台：Ecosia在03-19-2025达0.000%，相较于03-18-2025的0.000%保持不变。互联网使用：搜索引擎市场份额：所有平台：Ecosia数据按日更新，11-09-2024至03-19-2025期间平均值为0.000%，共131份观测结果。该数据的历史最高值出现于02-16-2025，达50.000%，而历史最低值则出现于03-19-2025，为0.000%。CEIC提供的互联网使用：搜索引擎市场份额：所有平台：Ecosia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朝鲜 – Table KP.SC.IU: Internet Usage: Search Engine Market Share。

互联网使用：搜索引擎市场份额：移动服务：Ecosia在03-19-2025达0.000%，相较于03-18-2025的0.000%保持不变。互联网使用：搜索引擎市场份额：移动服务：Ecosia数据按日更新，11-09-2024至03-19-2025期间平均值为0.000%，共131份观测结果。该数据的历史最高值出现于02-16-2025，达100.000%，而历史最低值则出现于03-19-2025，为0.000%。CEIC提供的互联网使用：搜索引擎市场份额：移动服务：Ecosia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朝鲜 – Table KP.SC.IU: Internet Usage: Search Engine Market Share。

The market size of the Asia Pacific Web And Mobile App Analytics Market is categorized based on Application (Search Engine Ranking & Tracking, Mobile Advertising & Marketing Analytics, Marketing Automation & Content Marketing, Application Performance & Advertising Optimization, In-App & Web Behavioral Analysis, Social Media Management & Others) and Type (Data Analytics Solutions, Data Management Solutions, Data Discovery Solutions, Data Visualization Solutions, Services) and Asia-Pacific region which includes China, Japan and South Korea.

As of the fourth quarter of 2024, Google held a market share of around 56.6 percent of the desktop search engine market in South Korea. Despite being the current market leader Google recorded a notable decrease compared to the previous years.

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Online Ad Spending Market Size 2024-2028

The online ad spending market size is forecast to increase by USD 244.5 billion at a CAGR of 11.1% between 2023 and 2028.

The market has experienced significant growth due to the increasing usage of the internet and the shift of consumers towards digital platforms. One of the key trends driving this market is the rise of video ads on search engines and social media sites. As more consumers engage with digital content, advertisers have recognized the potential of artificial intelligence and video advertising to capture their attention. However, this growth comes with challenges, such as the issue of click fraud and the need for brands to navigate the complex digital advertising landscape. Despite these challenges, the market is expected to continue its expansion, with digital ad spending projected to surpass traditional ad spending in the coming years. As consumers become more engaged with digital content, it is essential for businesses to adapt and invest in effective digital advertising strategies to reach their audience.

What will be the Size of the Market During the Forecast Period?

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The market has witnessed significant growth over the past few years, driven by the increasing popularity of smartphone and digital channels for reaching consumers. According to recent studies, digital ad expenditure is projected to continue its upward trend, surpassing traditional advertising methods. Digital marketing strategies have become essential for businesses aiming to engage customers effectively. Marketers are increasingly focusing on digital ad campaigns to reach their target audience, with mobile advertising leading the charge. In fact, mobile advertising is expected to account for a significant portion of digital ad expenditure due to the widespread use of smartphones and tablets. Measuring the return on investment (ROI) of digital ad campaigns is a critical aspect of digital marketing. Marketers use various metrics, such as click-through rates, cost per click, and conversion rates, to evaluate the success of their campaigns. By analyzing these metrics, marketers can optimize their ad spend to maximize ROI. Ethical considerations are also essential in the digital advertising market. Marketers must ensure that their digital ad campaigns are transparent, respect user privacy, and comply with relevant regulations.

How is this market segmented and which is the largest segment?

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 devices
  Desktops


Geography

  North America

    Canada
    US


  APAC

    China
    India
    Japan


  Europe



  South America



  Middle East and Africa

By Platform Insights

The mobile devices segment is estimated to witness significant growth during the forecast period.

The digital advertising market, particularly online spending, is experiencing significant growth due to the increasing usage of the internet and the popularity of digital platforms among consumers. Video ads on these platforms have gained considerable traction, with search engines continuing to dominate as the primary avenue for online advertising. According to recent studies, mobile devices, specifically smartphones, are driving this growth. In 2023, over 1.17 billion smartphone units were shipped worldwide, leading to a wave in mobile internet usage and, consequently, mobile advertising.

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The mobile devices segment was valued at USD 164.90 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 41% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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In the global digital marketplace, North America holds a substantial share in online ad spending. The region's growth can be attributed to the widespread adoption of smartphones and advanced broadband infrastructure. Traditional advertising mediums, such as print newspapers and radio, are becoming saturated, leading companies to shift their focus towards digital channels. Mobile advertising is a significant driver of the regional market, as more individuals spend an increased amount of time using mobile devices for daily activities and content consumption. As a result, marketing efforts will continue to integrate into mobile devices throughout the forecast period.

Market Dynamics

Our researchers analyzed the data wi

As of the first quarter of 2024, Naver accounted for close to 22 percent of the desktop search engine market in South Korea. While this was a slight decrease compared to the previous quarter, overall Naver's position in the market has improved greatly, up from around 7.3 percent market share compared to the beginning of 2021.