As of October 2025, Google represented ***** percent of the global online search engine referrals on desktop devices. Despite being much ahead of its competitors, this represents a modest increase from the previous months. Meanwhile, its longtime competitor Bing accounted for ***** percent, as tools like Yahoo and Yandex held shares of over **** percent and **** percent respectively. 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 **** 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 ****** 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 ** percent of internet users in Russia used Yandex, whereas Google users represented little over ** 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 ** percent of users in Mexico said they used Yahoo.

As of December 2025, Google continued to dominate the global search engine industry by far, with an 90.82 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 4.03 percent, while Russia-based Yandex hikes to the third place with a share of around 1.57 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.

In February 2025, Microsoft Sites handled **** percent of all search queries in the United States. During the same period, Verizon Media (formerly known as Yahoo and Oath) had a search market share of little less than ** percent. Market leader Google generated **** percent of all core search queries in the United States.

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 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.

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.

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 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 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.

In April 2023, search giant Google accounted for more than 92 percent of the search engine market in Canada. Bing was ranked a distant second with a 4.72 percent share, while Yahoo! represented 1.46 percent of the country's online search market share.

Google held the majority of the market share of leading search engines in Sweden in June 2025, with 89.35 percent. Bing and DuckDuckGo followed with around 5.98 percent and 2.06 percent of the market share, respectively. There was a slight difference, regarding mobile search engines and desktop search engines. While Google was still the leader in both categories, its share was over 98 percent for mobile engines and roughly 87 percent for desktop engines . Google Google search has been widely used over the past years. According to the source, it was used most frequently among people between the ages of 16 and 25. Furthermore, 74 percent of them reported to have used it daily in 2018. Worldwide Regarding Google’s market share worldwide, it has slightly decreased over the years. It was reported to be highest in April 2012, when Google search reached 91.7 percent global market share. It amounted to roughly 79.1 percent as of March 2025. Despite that, Google search has been the worldwide leader over the evaluated period, followed by bing, Yahoo! and YANDEX.

In January 2025, Google had the highest market share by far with **** percent of the desktop search engine market in the UK. Bing and Yahoo! followed, representing a share of **** percent and *** percent each.

In January 2025 Google represented a market of share of ***** percent across all devices, maintaining its post as the most popular search engine in the United Kingdom since January 2018. Google competitors in the UK After Google, the second most popular search engine site in the UK is Bing. Bing had a market share of **** percent as of January 2024. Yahoo! had a *** percent share of the search engine market in the UK during the same month. Search engines in the UK Further information on the use of search engines in the United Kingdom can be found in the Statista dossier on search engines in the United Kingdom, and more information on Google in the UK can be found in the Google in the United Kingdom Statista dossier.  

In the first quarter of 2025, Morocco had the highest percentage of people using search engines worldwide, at **** percent. China had the lowest rate among the analyzed countries, at **** percent. In the same quarter, the global average for search engine usage rate was about **** percent.

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.

As of September 2025, Google accounted for a market share of almost ** percent in the Asian search market. Bing followed, with a market share of about *** percent.

In February 2025, Verizon Media processed **** million online search queries in the United States, and market leader Google processed over **** million search queries. In total, Google accounted for ** percent of the U.S. desktop search queries. Google was also the leading mobile search provider in the United States, accounting for around ** percent of the market as of March 2024.

Global search advertising revenue was forecast to reach 357 billion U.S. dollars in 2025. Retail media was projected to account for roughly 140 billion dollars and traditional search for 217 billion.

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 August 2025, Google was the leading search engine in Hong Kong, dominating the market with 90.97 percent share across all devices. Baidu, the most popular search engine in China, accounted for merely one percent of Hong Kong's market.