In April 2023, desktop computer searches represented ***** percent of the search engine market in the UK. Mobile searches followed with ***** percent, with the remaining **** percent for consoles.

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 November 2021, mobile devices have provided most of the access to the most visited websites in Brazil. Google.com, the most visited website in Brazil in total visits, saw **** percent of its traffic from mobile devices. Bit.ly had **** percent of its traffic originating from mobile. Youtube.com was the only website that gathered more traffic from computers and desktops, with around **** percent.

In 2025, “Google” was the most searched term on Google worldwide. “YouTube” ranked second, recording an index value of 79 points. That same year, “ChatGPT” and “GPT” entered the ranking for the first time, with index values of 27 and 18 points, respectively.

As of the fourth quarter of 2021, it was found that mobile devices accounted for 63 percent of organic search engine visits. This value has remained almost the same over the past two quarters. In the first quarter of 2021, though, it decreased to 59 percent.

In January 2025, the South Korean search engine Naver had a global market share of 0.33 percent. This is not a lot compared to the dominant market leader Google. However, Naver has the largest share of the search engine market in its home market South Korea.

In November 2021, mobile devices have provided most of the access to the most visited websites in Argentina. Google.com, the most visited website in Argentina in total visits, saw **** percent of its traffic from mobile devices. Clarin.com had **** percent of its traffic originating from mobile. Youtube.com was the only website that gathered more traffic from computers and desktops, with around **** percent.

Between January 1st and December 31st, 2024, "Wetter" (Weather) was the most popular search query on the Google search engine in Germany. "Google" was ranked second, reaching an index point value of only 50 relative to the top search query ("Wetter").

In January 2025, online search engine Bing accounted for almost six percent of the global tablet search market, while market leader Google had a share of over 89 percent. Meanwhile, Yandex's tablet search market share was of 2.73 percent, while Yahoo! represented little less than one percent on these devices.

In November 2021, mobile devices provided the majority of traffic to the most visited websites in Mexico. Google.com, the most visited website in the country regarding total visits, saw **** percent of its traffic from mobile devices. Bit.ly had virtually all of its traffic originating from mobiles. Youtube.com was the only website that gathered more traffic from computers and desktops, with around **** percent.

In November 2021, Google had the highest market share of all search engines in Australia, accounting for almost ** percent of web traffic referred by search engines. Bing followed as the second most popular search engine with a **** percent market share that month.

"Clima" weather was the most probed query in the Google search engine in Brazil in 2024, indexing at 100 in terms of search volume. Compared to the top ranking search result, the weather forecast-related terms "Tempo" and "Previsão do tempo" were also some of the most searched terms on the engine, scoring index values of 77 and 28. Additionally, the messenger solution "WhatsApp" and "WhatsApp Web" scored relative index values of 78 and 59 each.

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.

In December 2024, the average monthly cost-per-click (CPC) in Google Ads search advertising for the marketing and advertising industry in the United States reached 7.66 U.S. dollars and was the highest among the presented countries. In France, the value stood at 68 U.S. cents.

Between January and March 2021, the largest share of traffic to YouTube's website was direct traffic, with more than ** percent of monthly visits landing on the website page directly from the address bar on their browser. Traffic generated by search-engines results accounted for ***** of the total, while traffic from other social networks made up three percent of the visits to YouTube.com

In 2025, leading marketplaces were the primary source for starting to search for products online worldwide, along with search engines. According to a survey, roughly 17 percent of online shoppers searched for products through these channels. Online supermarkets and grocers followed, with 13 percent of respondents. Popularity contest Online shopping has become increasingly popular globally. In various countries, including the United Kingdom, the United States, Germany, and many others, consumers have stated that they prefer to shop online rather than in-store. On a weekly basis, however, in European countries, offline shopping is still more popular among consumers. Germany had the largest share of weekly online shoppers, with 45 percent of consumers. The preference for online shopping also depends on the product category and shopping events occurring at the time. Over 70 percent of consumers prefer to use the internet over in-store shopping to complete their holiday and entertainment purchases. It is a preference While marketplaces are the primary source for consumers to search for products online, they are also the leading source for online shopping inspiration in 2024. Around 35 percent of global consumers expressed their preference for marketplaces over any other online channel as a source of inspiration for their upcoming purchases. Consumers in different regions in the world tend to prefer different marketplaces, with consumers in Europe, the United States, and the United Kingdom preferring to use Amazon. The most visited marketplace in China was Taobao, Alibaba's B2C e-commerce platform. In Latin America, consumers use the local online marketplace Mercado Libre.

In September 2021, Google ranked first among the most used websites and apps in the United Kingdom (UK). The website accumulated 50 million users in the measured month. Facebook and Messenger were the second, with a combined number of 47 million users. YouTube followed, reaching 46 million users.

In the United States, digital products made up the e-commerce website category with the highest monthly traffic, with almost **** million average visits per month in 2021. Consumer electronics was the second most visited site category, with nearly ** million monthly average visits.

As of December 2021, Germany had the highest number of internet users among all European Union (EU) countries. This stood at over 79.1 million, roughly 95 percent of the entire population. The second highest figure was seen in France. Meanwhile, there were nearly 390 thousand internet users in Malta, making it the country with the lowest number of internet users in the European Union (EU).

Internet access in the EU

Over the past decade the share of households with access to the internet in the European Union (EU) has grown to reach 91 percent in 2020 . This was over a 30 percent increase from 2008, when just 59 percent of all EU households had internet access. As a whole, internet usage in Europe continues to rise with mobile internet in particular having seen substantial year-on-year growth since its infancy a decade ago. This growth is expected to continue, with 83 percent of Europeans forecast to have mobile internet access by 2025.

Internet use worldwide

In 2021, the highest percentage of internet usage worldwide was among the Europeans. Meanwhile, the Philippines ranked first in the daily time spent online, an average of 10 hours and 23 minutes. Thanks to the boom in mobile internet, worldwide spending on both the Google Play and Apple App Store is also forecast to increase each year. Overall, spending on the App Store is expected to be more than double that on Google Play by 2026.

As of May 2021, the major source of website traffic for the online beauty retailer Nykaa was direct search with a share of more than ** percent. A direct access through the URL was the second largest source for the website's traffic during the same time period.