University of Kwazulu-Natal

Search Engine Market Share From 2015 2025 Latest Trends

Bonisiwe Shabane
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search engine market share from 2015 2025 latest trends

Keeping an eye on market share is essential, especially if you want to rank well on certain devices or in a specific country. These leading search engines receive significant traffic, but their popularity may not be as apparent as Google’s. Let’s take a closer look at the market share of search engines and how it varies by region, country, and device globally. Discover the current state of the search engine market, including the dominant players and emerging competitors shaping online search. Google is the dominant player in the global market share of search engines, with no other search engine coming close. 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. 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... 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. Show sources information Show publisher information Use Ask Statista Research Service includes all devices; data is based on StatCounter tracking environment; wider industry metrics may vary and regional data should be approached with caution We respect your privacy and will never share your email address with any third party.

See why over 1,500,000 bloggers, web designers, marketing and SEO professionals and small business owners use Statcounter to grow their business. © StatCounter 1999-2025. All rights reserved. As of 2025, it is estimated that over 5.56 billion people will surf the Internet. Search engines such as Google, Yahoo, DuckDuckGo, Bing, and many more are included in the total number of people using the Internet. Google leads all search engine platforms, with a 90.4% market share.

It has now become a trusted site, attracting over 100 million people worldwide. Further in the article, we have covered all the search engine marketing statistics, both current and historical, that highlight key insights from search engines and other relevant aspects. It is very surprising to hear that Internet usage increased by 1355% from the beginning of 2000. The use of the Internet is increasing day by day. The internet user base is projected to grow by 200 million worldwide by 2025. *Disclaimer: Major Players sorted in no particular order

Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0. The search engine market size is valued at USD 252.5 billion in 2025 and is forecast to expand at an 11.8% CAGR to reach USD 440.6 billion by 2030. Strong growth reflects the shift from keyword retrieval to AI-native, conversational engines that require far greater compute resources, especially for multimodal queries that combine text, voice and visuals. Enterprise demand for vertical search APIs, the rise of multimodal monetization, and ongoing privacy regulation shape competitive strategies as providers balance innovation with compliance costs. APAC, boosted by 5G rollouts and mobile-first user bases, remains the largest regional contributor, while Africa records the fastest growth as broadband coverage accelerates.

Crawler-based engines still dominate revenues, yet specialist vertical engines now set the pace for expansion thanks to enterprise demand for domain-aware results. Subscription and SaaS payment models, attractive to corporate customers seeking predictable costs, outpace pure advertising growth as compute-heavy AI search needs sustainable funding. Voice interfaces permeate smartphones, vehicles and smart speakers as hardware vendors embed AI search directly into devices. Samsung’s investment in Perplexity AI will preload conversational capabilities on future handsets, while Bixby integrates object-recognition to let users query physical items through augmented-reality overlays. Enterprise scenarios gain from voice APIs that support hands-free retrieval in manufacturing, clinical and logistics settings. Patent activity shows suppliers refining voice-to-visual interaction, a foundation for monetizing ambient, context-aware search moments.

As users embrace conversational queries, search providers enrich data signals, enhance ad targeting and diversify revenue beyond text ads. Rising Demand for AI-Powered Content Intelligence The search engine landscape is evolving rapidly. Google is still the top player in the world and in the U.S. However, its market share is slowly going down. AI-powered options are growing.

There are also privacy-focused platforms. Additionally, regional competitors like Yandex and Baidu are emerging. For digital marketers, understanding these shifts is crucial to stay ahead with a strong, adaptive SEO strategy. Global Search Engine Market Share (March 2025) According to Statcounter Global Stats, the current global market shares are: <img decoding="async" class="alignnone wp-image-12568 size-full" src="https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025.webp" alt="search engine share 2025" width="512" height="512" srcset="https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025-66x66.webp 66w, https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025-150x150.webp 150w, https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025-200x200.webp 200w, https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025-300x300.webp 300w, https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025-400x400.webp 400w, https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025.webp 512w" sizes="(max-width: 512px) 100vw, 512px" />

Google has tending below the 90% mark for the first time in over a decade, indicating increased competition and extension of user preferences. Want to learn more about search engine market share? I’ve got you covered. In this post, I’ll reveal the market share of each of the world’s leading search engines this year globally, by region, and by device. Plus, I’ll also show you how that market share has changed over time, so you can see which search engines are still growing and which are losing ground. Note: We’ve used StatCounter’s dataset for this post.

Market share estimates are based on search engine referrals. Billions of page clicks referred by search engines were recorded via a tracking code installed on 1.5 million websites and used to estimate market share. Let’s start by looking at the top 10 search engines by market share globally, across all devices (as of 2024). Google’s search engine dominance continues in 2025, though its global market share has shown subtle but significant shifts. The search giant now holds approximately 89-90% of worldwide search market share, marking the first sustained dip below 90% since 2015. This comprehensive analysis examines Google search market share statistics across devices, regions, and emerging trends using verified 2024-2025 data.

The latest google search statistics reveal a nuanced picture of market dominance. While Google maintains overwhelming control, its share varies significantly by platform. Mobile searches show Google’s strongest position at 94.64%, while desktop searches reveal more competition with Google holding 82.23% as of September 2025. Understanding how search behavior has evolved provides context for these market share changes. The emergence of AI-powered alternatives and privacy-focused search engines contributes to Google’s slight market share erosion, particularly in desktop environments. Device segmentation reveals critical insights about google search engine market share patterns.

Desktop users demonstrate greater willingness to explore alternatives, with Microsoft Bing capturing 10.57% and Yahoo maintaining 2.79% of desktop searches. Geographic analysis of google share of search market demonstrates significant regional differences. The United States shows increased competition, with Google’s share dropping from 88% to 85.28% between September 2024 and 2025. Meanwhile, South America exhibits the highest Google penetration at approximately 92%, reflecting different competitive landscapes and user preferences. As of early 2025, Google dominates the global search engine market with approximately 89.6% to 89.7% market share, maintaining its position as the clear leader worldwide. Bing holds the second position with around 4.0% to 4.6% market share, showing growth partly due to AI integration and Microsoft product synergy.

Other notable players include Yandex (~2.5%), Yahoo! (~1.3%), DuckDuckGo (~0.8%), and Baidu (~0.6%). The overall trend shows Google’s share slightly declining from above 90% in previous years, while Bing and privacy-focused or AI-powered search engines are gaining modest traction. Key trends and forecasts for 2025 include: This evolving landscape suggests that while Google remains the primary search engine, competition is increasing due to AI innovations and privacy concerns, which could further diversify market shares by 2025 and beyond. In summary, the forecast for 2025 indicates continued Google dominance with slight erosion of market share, growth in Bing and AI-driven search platforms, and a gradual shift in user behavior toward alternative and privacy-conscious...

Home » Statistics & Examples » Top 10 Most Used Search Engines in 2025 (With Market Share) Search behavior in 2025 is more dynamic than ever. With the rise of AI-powered assistants, privacy-focused browsing, and visual discovery platforms, the way users interact with search engines has fundamentally shifted. But even with new players emerging, a few giants still dominate global internet queries. In this article, we explore the top 10 most used search engines in 2025, backed by the latest market share data, regional trends, and real user insights. Whether you’re an SEO strategist, marketer, or just curious about the evolving web, this list will help you understand where the majority of global search traffic flows today.

📊 Data Sources: StatCounter Global Stats, Similarweb, DataReportal, Ahrefs, and internal industry tracking. Note: Market share percentages are based on data from April 2025 and may vary slightly depending on the source.

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