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.

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.

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.

Israel Internet Usage: Search Engine Market Share: Desktop: Sogou data was reported at 0.010 % in 27 Sep 2024. This stayed constant from the previous number of 0.010 % for 26 Sep 2024. Israel Internet Usage: Search Engine Market Share: Desktop: Sogou data is updated daily, averaging 0.010 % from Sep 2024 (Median) to 27 Sep 2024, with 24 observations. The data reached an all-time high of 0.030 % in 07 Sep 2024 and a record low of 0.000 % in 20 Sep 2024. Israel Internet Usage: Search Engine Market Share: Desktop: Sogou data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Israel – Table IL.SC.IU: Internet Usage: Search Engine Market Share.

Guyana Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data was reported at 0.000 % in 29 Jul 2024. This stayed constant from the previous number of 0.000 % for 28 Jul 2024. Guyana Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data is updated daily, averaging 0.000 % from Jul 2024 (Median) to 29 Jul 2024, with 18 observations. The data reached an all-time high of 0.210 % in 25 Jul 2024 and a record low of 0.000 % in 29 Jul 2024. Guyana Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Guyana – Table GY.SC.IU: Internet Usage: Search Engine Market Share.

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.

Search Engine Market size was valued at USD 167 Billion in 2024 and is projected to reach USD 531.2 Billion by 2031, growing at a CAGR of 11.1% during the forecast period 2024-2031.

Global Search Engine Market Drivers

The market drivers for the Search Engine Market can be influenced by various factors. These may include:

Growth in Internet Penetration: Increase in internet accessibility worldwide, with more individuals and businesses going online.

Rising Mobile Device Usage: Surge in smartphone and tablet usage, leading to more searches conducted via mobile devices.

E-commerce Expansion: Growth in online shopping boosts search engine usage as consumers look for products and services online.

Technological Advancements: Innovations in artificial intelligence (AI), machine learning, and natural language processing enhance search engine functionalities.

Marketing and Advertising Needs: Increased demand for digital marketing and search engine optimization (SEO) as companies seek to improve online visibility.

Big Data Analytics: Use of big data to refine search algorithms and provide more personalized search results.

Voice Search and Virtual Assistants: Rising popularity of voice-activated searches through devices like Amazon Echo and Google Home.

Local Search Optimization: Growth in localized searches as businesses focus on targeting specific geographic areas.

Content Digitalization: Increasing volumes of digital content available on the internet, making search engines critical tools for information retrieval.

Improvement in User Experience: Enhanced user interfaces and faster search results improve user satisfaction and drive more frequent usage.

Search Engine Market Outlook 2032

The global search engine market size was USD 205.48 Billion in 2023 and is projected to reach USD 507.37 Billion by 2032, expanding at a CAGR of 11.0 % during 2024–2032. The market growth is attributed to the growing use of social media data across the globe.



Rising use of social media data is a key driver of the search engine market. The continuous engagement of users with diverse social media platforms results in the generation of a vast amount of data. This data offers invaluable insights into user behavior, preferences, and emerging trends. Search engines leverage this data to deliver personalized and relevant search results.



The analysis of a user's social media activity allows search engines to gain a deeper understanding of their interests, thereby enabling them to deliver search results that are closely aligned with these interests. This enhances the user's search experience and increases the likelihood of user engagement and conversion for businesses. Furthermore, integrating social media data into search algorithms improve ad targeting, leading to effective advertising campaigns. This trend, offers an opportunity for businesses to enhance their search engine strategies and gain a competitive edge.

Impact of Artificial Intelligence (AI) in Search Engine Market

Artificial Intelligence has a significantly impact on search engine market, creating personalized and efficient user experience. Through machine learning algorithms, search engines have become adept at understanding user intent, thereby delivering accurate and relevant results. AI's ability to process and analyze large volumes of data has enhanced search engine optimization strategies, enabling businesses to better understand user behavior and preferences.



AI has facilitated the development of voice search technology, which is rapidly gaining popularity due to its convenience and efficiency. This has necessitated a shift in SEO strategies, with a greater focus on natural language. Additionally, AI's predictive capabilities have improved ad targeting, leading to higher conversion rates. The integration of AI in the search engine market has improved user experience and revolutionized digital marketing strategies. Fo

Germany Internet Usage: Search Engine Market Share: All Platforms: Sogou data was reported at 0.000 % in 04 Oct 2024. This stayed constant from the previous number of 0.000 % for 03 Oct 2024. Germany Internet Usage: Search Engine Market Share: All Platforms: Sogou data is updated daily, averaging 0.020 % from Sep 2024 (Median) to 04 Oct 2024, with 31 observations. The data reached an all-time high of 0.030 % in 28 Sep 2024 and a record low of 0.000 % in 04 Oct 2024. Germany Internet Usage: Search Engine Market Share: All Platforms: Sogou data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Germany – Table DE.SC.IU: Internet Usage: Search Engine Market Share.

Canada Internet Usage: Search Engine Market Share: Mobile: Haosou data was reported at 0.010 % in 28 Sep 2024. This stayed constant from the previous number of 0.010 % for 27 Sep 2024. Canada Internet Usage: Search Engine Market Share: Mobile: Haosou data is updated daily, averaging 0.010 % from Sep 2024 (Median) to 28 Sep 2024, with 11 observations. The data reached an all-time high of 0.010 % in 28 Sep 2024 and a record low of 0.010 % in 28 Sep 2024. Canada 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 Canada – Table CA.SC.IU: Internet Usage: Search Engine Market Share.

Internet Usage: Search Engine Market Share: All Platforms: Coc Coc data was reported at 0.000 % in 01 Jun 2024. This stayed constant from the previous number of 0.000 % for 31 May 2024. Internet Usage: Search Engine Market Share: All Platforms: Coc Coc data is updated daily, averaging 0.000 % from Jan 2024 (Median) to 01 Jun 2024, with 18 observations. The data reached an all-time high of 0.490 % in 28 May 2024 and a record low of 0.000 % in 01 Jun 2024. Internet Usage: Search Engine Market Share: All Platforms: Coc Coc data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Virgin Islands (British) – Table VG.SC.IU: Internet Usage: Search Engine Market Share.

Internet Usage: Search Engine Market Share: Mobile: Start Page data was reported at 0.000 % in 04 Sep 2024. This stayed constant from the previous number of 0.000 % for 03 Sep 2024. Internet Usage: Search Engine Market Share: Mobile: Start Page data is updated daily, averaging 0.000 % from Feb 2024 (Median) to 04 Sep 2024, with 199 observations. The data reached an all-time high of 8.330 % in 28 May 2024 and a record low of 0.000 % in 04 Sep 2024. Internet Usage: Search Engine Market Share: Mobile: Start Page data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Kiribati – Table KI.SC.IU: Internet Usage: Search Engine Market Share.

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.

Singapore Internet Usage: Search Engine Market Share: Tablet: Seznam data was reported at 0.000 % in 12 Aug 2024. This stayed constant from the previous number of 0.000 % for 11 Aug 2024. Singapore Internet Usage: Search Engine Market Share: Tablet: Seznam data is updated daily, averaging 0.000 % from Mar 2024 (Median) to 12 Aug 2024, with 27 observations. The data reached an all-time high of 0.130 % in 06 Mar 2024 and a record low of 0.000 % in 12 Aug 2024. Singapore Internet Usage: Search Engine Market Share: Tablet: Seznam data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Singapore – Table SG.SC.IU: Internet Usage: Search Engine Market Share.

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.

Internet Usage: Search Engine Market Share: Mobile: Haosou data was reported at 0.000 % in 24 Dec 2024. This records a decrease from the previous number of 0.030 % for 23 Dec 2024. Internet Usage: Search Engine Market Share: Mobile: Haosou data is updated daily, averaging 0.000 % from Dec 2024 (Median) to 24 Dec 2024, with 6 observations. The data reached an all-time high of 0.050 % in 20 Dec 2024 and a record low of 0.000 % in 24 Dec 2024. 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 Syrian Arab Republic – Table SY.SC.IU: Internet Usage: Search Engine Market Share.

Peru Internet Usage: Search Engine Market Share: Mobile: Naver data was reported at 0.000 % in 18 Mar 2025. This records a decrease from the previous number of 0.010 % for 17 Mar 2025. Peru Internet Usage: Search Engine Market Share: Mobile: Naver data is updated daily, averaging 0.010 % from Dec 2024 (Median) to 18 Mar 2025, with 10 observations. The data reached an all-time high of 0.020 % in 16 Mar 2025 and a record low of 0.000 % in 18 Mar 2025. Peru Internet Usage: Search Engine Market Share: Mobile: Naver data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Peru – Table PE.SC.IU: Internet Usage: Search Engine Market Share.

This statistic shows the market share of search engines in the United States in December 2008 to 2020. In December 2020, Verizon Media's search market share was **** percent, down *** percent from the previous year. The subsidiary was formed in 2017 by Verizon Communications as a merge between newly acquired Yahoo! and AOL.

Internet Usage: Search Engine Market Share: All Platforms: Naver data was reported at 0.000 % in 17 Apr 2025. This stayed constant from the previous number of 0.000 % for 16 Apr 2025. Internet Usage: Search Engine Market Share: All Platforms: Naver data is updated daily, averaging 0.000 % from Jan 2025 (Median) to 17 Apr 2025, with 12 observations. The data reached an all-time high of 0.030 % in 15 Apr 2025 and a record low of 0.000 % in 17 Apr 2025. Internet Usage: Search Engine Market Share: All Platforms: Naver data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s El Salvador – Table SV.SC.IU: Internet Usage: Search Engine Market Share.

Internet Usage: Search Engine Market Share: Desktop: Naver data was reported at 0.020 % in 01 Feb 2025. This records an increase from the previous number of 0.010 % for 31 Jan 2025. Internet Usage: Search Engine Market Share: Desktop: Naver data is updated daily, averaging 0.010 % from Jan 2025 (Median) to 01 Feb 2025, with 5 observations. The data reached an all-time high of 0.020 % in 01 Feb 2025 and a record low of 0.000 % in 29 Jan 2025. Internet Usage: Search Engine Market Share: Desktop: Naver data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Indonesia – Table ID.SC.IU: Internet Usage: Search Engine Market Share.