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.

We asked Swedish consumers about "Most used search engines by brand" and found that "Google" takes the top spot, while "ZapMeta" is at the other end of the ranking.These results are based on a representative online survey conducted in 2024 among ***** consumers in Sweden.

In April 2023, Google ranked first among the leading desktop search engines in Sweden, with nearly 87.36 percent of the market share. Meanwhile, Bing ranked second with 9.33 percent of the market share for the evaluated period, followed by Yahoo! with 2.2 percent.

In April 2023, Google ranked first among the leading mobile search engines in Sweden, with nearly ** percent of the market share. Yahoo! ranked second with approximately *** percent of the market share, while DuckDuckGo ranked third with a market share of almost *** percent in the examined month.

Sweden Internet Usage: Search Engine Market Share: Desktop: t-online data was reported at 0.010 % in 16 Jul 2024. This stayed constant from the previous number of 0.010 % for 15 Jul 2024. Sweden Internet Usage: Search Engine Market Share: Desktop: t-online data is updated daily, averaging 0.010 % from Jul 2024 (Median) to 16 Jul 2024, with 6 observations. The data reached an all-time high of 0.020 % in 13 Jul 2024 and a record low of 0.000 % in 14 Jul 2024. Sweden Internet Usage: Search Engine Market Share: Desktop: t-online data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Sweden – Table SE.SC.IU: Internet Usage: Search Engine Market Share.

Internet Usage: Search Engine Market Share: Desktop: Dogpile data was reported at 0.010 % in 15 Mar 2025. This records an increase from the previous number of 0.000 % for 14 Mar 2025. Internet Usage: Search Engine Market Share: Desktop: Dogpile data is updated daily, averaging 0.000 % from Mar 2025 (Median) to 15 Mar 2025, with 9 observations. The data reached an all-time high of 0.060 % in 11 Mar 2025 and a record low of 0.000 % in 14 Mar 2025. Internet Usage: Search Engine Market Share: Desktop: Dogpile data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Sweden – Table SE.SC.IU: Internet Usage: Search Engine Market Share.

In March 2024, Google ranked first among the leading tablet search engines in Sweden, with ** percent of the market share, while Microsoft-owned Bing ranked second with less than *** percent of the market share for the evaluated period. Yahoo! ranked third, with market share of approximately **** percent.

Sweden Internet Usage: Search Engine Market Share: Tablet: Coc Coc data was reported at 0.000 % in 17 Oct 2024. This stayed constant from the previous number of 0.000 % for 16 Oct 2024. Sweden Internet Usage: Search Engine Market Share: Tablet: Coc Coc data is updated daily, averaging 0.000 % from Oct 2024 (Median) to 17 Oct 2024, with 9 observations. The data reached an all-time high of 0.080 % in 13 Oct 2024 and a record low of 0.000 % in 17 Oct 2024. Sweden Internet Usage: Search Engine Market Share: Tablet: Coc Coc data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Sweden – Table SE.SC.IU: Internet Usage: Search Engine Market Share.

This industry includes the activities of web search portals, data processing and hosting activities, as well as other activities that primarily supply information.

We asked Swedish consumers about "Flight search engine online bookings by brand" and found that "Booking.com" takes the top spot, while "RCG" is at the other end of the ranking.These results are based on a representative online survey conducted in 2024 among 695 consumers in Sweden.

This group includes the provision of infrastructure for hosting, data processing services and related activities, as well as search facilities and other portals for the Internet.

Sweden Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data was reported at 0.130 % in 16 May 2025. This records an increase from the previous number of 0.070 % for 15 May 2025. Sweden Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data is updated daily, averaging 0.050 % from Mar 2024 (Median) to 16 May 2025, with 435 observations. The data reached an all-time high of 0.200 % in 05 Sep 2024 and a record low of 0.000 % in 25 May 2024. Sweden 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 Sweden – Table SE.SC.IU: Internet Usage: Search Engine Market Share.

This data comprises data traces related to search queries used in climate obstruction. It is based on "klimatsans" (Climate Sense or Climate Reason; translated from Swedish, cf. Vowles & Hultman, 2021), a Swedish blog and network which exists since 2014 and runs a Swedish-language blog and submits opinion pieces and letters to the editor to various Swedish news outlets. The stated aims of the network amount to first-level obstruction, i.e. they reject the scientific consensus that increased atmospheric CO2 leads to climate change.

The data concerns how the network throughout its various publications invite readers to “google” certain words (keyphrases). The data set includes: 1) all blog posts published on klimatsans.com from January 2014 to June 2022; 2) all hyperlinks from the blog; 3) tabulation, count, and coding of all search queries suggested in the blog, as identified by following after the Swedish imperative verb "googla"; 4) tabulation of all uses of 25 selected keyphrases in Swedish newspapers; 5) results of search engine results pages for these 25 queries from Google and DuckDuckGo (each run three times: in plain, in verbatim using quotation marks, and preceded by the term "googla") (original data available via Sünkler et al., 2023); 6) tabulation and coding of domains frequently targeted by hyperlinks and/or listed in search engine results pages.

Furthermore, the data set includes some scripts for replication, an extensive README file for methodological additions, and details on coding schemes.

The data was originally collected to investigate to trace data voids through the texts of their creators or proponents. This provides insights into how data voids are created, promoted, used, and if they do not disappear also abandoned.

The Web Portal Operation industry is highly concentrated, with three companies controlling almost the entire industry; the largest company in the industry, Alphabet Inc, has a market share greater than 90% in 2025. This market concentration has fostered significant advertising revenue but made it exceedingly difficult for smaller web portals to survive. Yet, the presence of local champions like Yandex in Russia and Seznam in the Czech Republic demonstrates that regional portals can find niches, particularly where differentiated content or national digital policies shape market dynamics. Search engines generate most, if not all, of their revenue from advertising. Technological growth has led to more households being connected to the internet and a boom in e-commerce has made the industry increasingly innovative. Over the past decade, a boost in the percentage of households with internet access across Europe has supported revenue expansion, while strengthening technological integration with daily life has boosted demand for web portals. Industry revenue is expected to swell at a compound annual rate of 17.4% over the five years through 2025, including growth of 15% in 2025, to reach €74.9 billion. While profit is high, it is projected to dip amid hiking operational pressures, changing advertising dynamics and heightened regulatory compliance costs. A greater proportion of transactions being carried out online has driven innovation in targeted digital advertising, with declines in rival advertising formats like print media and television expanding the focus on digital marketing as a core strategy. Market leaders have maintained dominance via exclusive agreements, like Google’s multi-billion-euro deals to remain the default search engine on Apple and Android devices, embedding themselves deeper into users’ daily digital interactions. At the same time, the rise of privacy-first search engines like DuckDuckGo, Ecosia and Qwant reflects shifting consumer attitudes toward data privacy and environmental impact. However, Google's status as the default search provider on most mainstream platforms, coupled with robust integration through Chrome and Google's broader ecosystem, has significantly constrained market entry for competitors, perpetuating the industry’s concentration. The rise of the mobile advertising market and the proliferation of mobile devices mean there are plenty of opportunities for search engines, which are expected to capitalise on these trends further moving forward. Smartphones could disrupt the industry's status quo, as the rising popularity of devices that don’t use Google as the default engine benefits other web portals. Technological advancements that incorporate user data are likely to make it easier to tailor advertisements and develop new ways of using consumer data. Initiatives like the European Search Perspective (EUSP) joint venture between Ecosia and Qwant signal the beginnings of intensified competition, especially around privacy and regional digital sovereignty. Nonetheless, industry growth is set to continue, fuelled by surging demand for localised, targeted digital advertising and heightened investment in mobile marketing. Industry revenue is forecast to jump at a compound annual rate of 20.4% over the five years through 2030 to reach €189.7 billion.

In 2024, search advertising spending in Sweden stood at 783 million Swedish kronor. This constitutes an increase of five percent compared to the value of 723 million reported a year earlier.

Sweden Internet Usage: Search Engine Market Share: Tablet: Kvasir data was reported at 0.000 % in 13 May 2024. This stayed constant from the previous number of 0.000 % for 12 May 2024. Sweden Internet Usage: Search Engine Market Share: Tablet: Kvasir data is updated daily, averaging 0.000 % from May 2024 (Median) to 13 May 2024, with 9 observations. The data reached an all-time high of 0.090 % in 09 May 2024 and a record low of 0.000 % in 13 May 2024. Sweden Internet Usage: Search Engine Market Share: Tablet: Kvasir data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Sweden – Table SE.SC.IU: Internet Usage: Search Engine Market Share.

Internet Usage: Search Engine Market Share: Mobile: Coc Coc data was reported at 0.020 % in 18 Feb 2025. This records an increase from the previous number of 0.010 % for 17 Feb 2025. Internet Usage: Search Engine Market Share: Mobile: Coc Coc data is updated daily, averaging 0.010 % from Feb 2025 (Median) to 18 Feb 2025, with 5 observations. The data reached an all-time high of 0.020 % in 18 Feb 2025 and a record low of 0.000 % in 15 Feb 2025. Internet Usage: Search Engine Market Share: Mobile: Coc Coc data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Sweden – Table SE.SC.IU: Internet Usage: Search Engine Market Share.

"Google" was the most entered query into the Google search engine by internet users in Sweden in 2024, with an index value of 100. Next were "Translate" and "Aftonbladet", with index values of 74 and 54 each during the examined year.

Engine generator imports into Sweden amounted to 398K units in 2023, with an increase of 4.7% against 2022 figures.

Google held the majority of the market share of leading search engines in Sweden in March 2024, with 91.86 percent. Bing and Yahoo! followed with around 5.78 percent and 1.3 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 87.8 percent as of June 2021. Despite that, Google search has been the worldwide leader over the evaluated period, followed by bing, Yahoo! And Baidu.