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 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 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.

Google was by far the most used search engine in India, holding a market share of ***** percent in May 2025. Despite having already reached a market share of more than ***** percent in 2018, Bing ranked second in the same month, with a market share of approximately **** percent, followed by DuckDuckGo and Yahoo!, with shares of **** percent and *** percent each.

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.

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.

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.

Much like the alternatives to mainstream social media platforms, China has pioneered the production of search engines that provide an alternative to Google and Bing. Some of the most prominent Chinese search engines are ***** and ************************, with a combined market share of ***** percent. Baidu – China’s internet giant Since its founding in 2000, Baidu’s revenue surged swiftly and totaled about ****** billion yuan in 2024. A majority of the revenue was generated through online marketing services. However, the operating profit bounced back after having contracted in 2019 and 2021. Baidu used to control about ** to ** percent of China’s online search market, a new contender Haosou emerged and is expected to close the gap shortly. Other search engines in China In a country with around *** million online search users, there are multiple local options besides Baidu. In a 2023 consumer survey in China, Shenma and Quark Search were rated the best in user experience whereas Haosou or 360 Search led the pack in search response speed and the diversity in search results.

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 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.

Google was by far the most used search engine in Germany, holding a market share of ***** percent in May 2025. Bing ranked second, with a market share of approximately **** percent in the same month, followed by Yandex, DuckDuckGo, and Yahoo!, with shares of **** percent, **** percent and **** percent.

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

In 2024, Google led the search engine market in Thailand with almost ** percent share of the market. Despite having little share in the market, some of the other search engines were still active, namely Bing, Yahoo, and DuckDuckGo.

In June 2025, Google was the leader among search engines in Norway, with 90.49 percent of the market share. Bing and YANDEX, followed, accounting for market shares of roughly 3.79 percent and 3.14 percent respectively. The figures were similar for desktop search engines in the country. Google’s growth can be seen in the company’s revenue figures over the years, with a dramatic increase from 0.4 billion U.S. dollars in 2002, to over 348 billion U.S. dollars in 2024. What were Norwegians "googling"? Google offers limitless information online, but the most commonly entered search term by Norwegians in 2024 was “Google”. “VG”, abbreviated from “Verdens Gang”, or “The course of the World” was the leading online newspaper in Norway and ranked second. Google search engine worldwide Google has been the global leader among search engines for the past decade. Despite a slight decrease in its market share, the figures have been relatively stable throughout the observed period. As of March 2025, Google accounted for over 79 percent of the global search engine market.

As of March 2024, Google led the search engine market in Laos with a 96.28 percent share. Comparatively, Bing accounted for about two percent of the search engine market in the country as of March 2024.

As of March 2024, Google led the search engine market in Myanmar with a 95.29 percent share. Comparatively, Bing accounted for less than three percent of the search engine market in the country as of March 2024.

With a market share of more than ** percent, Google was the most popular desktop search engine in Japan in January 2024. It was followed by Bing, which accounted for more than ** percent of the desktop search engine market.

With an estimated 95.4 percent market share as of January 2025, Bing, Baidu, and Haosou were among the top desktop search engines in China. In contrast, Google only accounted for less than two percent of the page views after being blocked by the Chinese government.