Digital marketers need to have a good understanding of the search engine market to successfully run online campaigns. While Google is the most popular search engine internationally, there are other search engines worth paying attention to, depending on your audience’s location. Read on for some fascinating search engine statistics and find out who dominates the market in various countries.
Search Engines and Their Market Share
Google has the highest search engine market share worldwide, followed (distantly) by Bing and Yahoo. In China, Baidu has the biggest search engine market share, and in Russia, the biggest slice goes to Yandex.
Google market share
Google holds the biggest slice of the global search engine market pie, with 92% of the market share to its name. However, in China, they only hold 2.98% of the market and only 48.64% in Russia. Originally started by Sergei Brin and Larry Page in 1998, Google has become the most favoured search engine on the market today.
Desktop vs Mobile vs Tablet searches
- Desktop searches – 84.14% Global | 40.46% Russia | 6.03% China
- Tablet Searches – 89.67% Global | 49.32% Russia | 1.85% China
- Mobile searches – 94.94% Global | 57.16% Russia | 0.95% China
More than half of Google’s worldwide search traffic comes from mobile users. What’s more, Google is the search engine of choice for more than 94% of mobile search requests globally.
How many searches are performed on Google per day?
Google processes approximately 5.6 billion searches per day, with an average of 3.8 million searches per minute globally. Up to 15% of all searches on Google are unique searches – an astounding statistic which was released in a blog post from the company in 2017.
Bing market share
Bing’s market share is surprisingly high in China, coming in third with 10%. Internationally, Bing holds 3.29% of the global market share.
Created as an attempt to compete with Google in 2009, Microsoft’s search engine didn’t gain the traction they’d hoped for. With most users between the ages of 45 and 65, these internet users mainly use Bing as it is the default search engine on their machines. The most searched term on Bing is “Google”.
While Microsoft’s search engine isn’t the most popular, it does have a significantly cheaper cost per click when compared to its competition. This means it’s a great way to reach your target market if you’re running a paid ads campaign on a limited budget.
Desktop vs Mobile vs Tablet searches
- Desktop searches – 8.85% Global | 1.33% Russia | 21.38% China
- Tablet Searches – 5.77% Global | 0.55% Russia | 9.05% China
- Mobile searches – 0.59% Global | 0.56% Russia | 2.36% China
How many searches are performed on Bing per day?
Despite the low marketing investment from Microsoft in its search engine, Bing has approximately 900 million search queries per day.
Yahoo market share
Originating in 1994, Yahoo Search was the first website to compile online web pages. In the early days of the internet, Yahoo held the largest chunk of the search engine market, but that changed as Google gained traction. As of July 2022, Yahoo’s market share is 2.55%.
Desktop vs Mobile vs Tablet searches
- Desktop searches – 2.54% Global | 0.29% Russia
- Tablet Searches – 1.27% Global | 0.27% Russia
- Mobile searches – 0.77% Global | 0.16% Russia
Yahoo beats Bing when it comes to mobile search popularity, although only by a small margin.
How many searches are performed on Yahoo per day?
According to SEO.com, Yahoo receives more than 560 million search requests per day, ranking it the 4th most popular search engine.
Baidu market share
If you’re looking to reach the Chinese market, then it is important to learn about their leading search engine, Baidu. Launched in 2000, it is similar to Google, although it adheres to China’s laws and censors much of its content. 86% of internet users in China use Baidu, and it has a global share of 1.5%.
Desktop vs Mobile vs Tablet searches
- Desktop searches – 0.67% Global | 39.73% China
- Tablet Searches – 0.4% Global | 86.48% China
- Mobile searches – 1.05% Global | 91.23% China
Baidu is incredibly popular on mobile devices in China, partly due to the fact that Google access requires a VPN. Not many people will opt to install a VPN on their phones, so they make use of the Chinese search engine instead.
How many searches are performed on Baidu per day?
Baidu accounts for more than 580 million daily search requests on the web.
Yandex market share
Want to reach the Slavic-speaking market? Then Yandex is the way to go – holding 52.87% of the search engine market shares in Russia and highly popular in other Slavic-speaking nations. Globally it has a market share of 0.9%.
Desktop vs Mobile vs Tablet searches
- Desktop searches – 1.5% Global | 52.87% Russia | 0.3% China
- Tablet Searches – 1.46% Global | 48.24% Russia | 1.04% China
- Mobile searches – 1.49% Global | 41.2% Russia | 0.79% China
60% of Yandex users are mobile users, while the remaining 40% use the search engine on desktop. 75% of mobile app users have Android devices.
How many searches are performed on Yandex per day?
There are more than 150 million search queries sent through Yandex on a daily basis.
DuckDuckGo market share
DuckDuckGo is a search engine that values privacy. They hold 0.63% of the global search engine market share. This search engine gives you accurate results without any personalised filters getting in the way.
Desktop vs Mobile vs Tablet searches
- Desktop searches – 0.99% Global | 3.28% Russia
- Tablet Searches – 1.07% Global | 0.37% Russia
- Mobile searches – 0.56% Global | 0.21% Russia
The all-time number of app downloads for DuckDuckGo exceeds 10 million, and there are 5 million people using the Chrome extension. According to their search engine usage statistics, they have double the market share on desktop vs mobile devices, mainly due to Google being the default search engine on most Android devices.
How many searches are performed on DuckDuckGo per day?
Over 98 million search queries are sent through DuckDuckGo per day.
Ecosia market share
Save the planet with every search! This search engine is unique in that 100% of its revenue goes towards reforestation – they donate to various organisations that are planting trees globally. It holds 0.11% of the global search engine market.
Desktop vs mobile vs tablet searches
- Desktop searches – 0.11% Global
Ecosia is still very small, and there are not any statistics readily available about its mobile usage. However, they do have an app for both Android and iOS, so if you want to be more eco-friendly with your tech consumption, you can easily download Ecosia onto your mobile devices.
How many searches does Ecosia need to plant a tree?
A tree can be planted with every 45 searches sent through Ecosia. So far, they have planted more than 74 million trees internationally. On average, Ecosia receives 56 queries per second, which equates to 4.6 million queries per day.
Sogou market share
Originally built in 2004 for Sohu.com by Wang Xiaochuan, Sogou started out small and grew slowly. By 2015, thanks to some smart investments and mergers, it had become profitable and was making a good name for itself.
It was listed on the New York Stock Exchange in 2017 and has since been making net sales of over $1 billion a year. The CEO of Sogou has stated that they wish to take over 2-3% of Baidu’s market share on a yearly basis – so this is one company that you should definitely keep an eye on. It currently has a global market share of 1.76%.
Desktop vs Mobile vs Tablet searches
- Desktop searches – 28.66% China
- Tablet Searches – 0.61% China
- Mobile searches – 1.21% China
While they’re still coming in second to Baidu in China, Sogou is catching up fast, partly thanks to their excellent voice search capabilities, which can be used through their keyboard app, as well as the fact that they are the exclusive provider of WeChat’s search results.
How many searches are performed on Sogou per day?
Sogou is taking the lead when it comes to voice search in China, with more than 800 million voice search requests daily.
Specialised Search Platforms
You’d think that Google’s biggest battle was with other search engines, but that is not the case. Google’s biggest competitors are specialised search engines, such as Amazon, Facebook, and Youtube. In fact, if you were to view these platforms as search engines, they rank as some of the top search engines globally.
Facebook market share
Facebook has 2.9 billion users and is giving Google a run for its money when it comes to advertising. It is worth keeping an eye on what Facebook plans to do next, as they have an advantage when it comes to targeting, lower costs-per-click, and passive marketing.
Amazon market share
While product searches aren’t the biggest sector of search engine searches, it is significant to note that more than 50% of product searches happening today happen on Amazon rather than Google. This gives Amazon an interesting lead in the global search engine market.
YouTube market share
Accounting for more than 25% of mobile web traffic, YouTube is a close competitor with Google. However, the impact of this on the tech giant is small, as Google bought YouTube in 2006.
FAQs
How big is the search engine market?
The US search engine market is currently valued at $114.7 billion, with an annual growth rate of 8.9%.
What percentage of the world uses Google?
92% of search engine users worldwide use Google as their preferred search engine. In some countries, there are other preferred search engines with a higher usage rate, but for the vast majority of the world, Google has the monopoly share.
Which country uses Google the most?
As of July 2022, India is the biggest user of the Google search engine, with Google having 93.99% of the search engine market share, followed by 89.11% of the search engine market share in Brazil and 88.54% in Italy.
How much web traffic is created by organic searches?
Search engine marketing statistics show that the increasing use of ad blockers and consumers’ preferences for organic results mean that around 53% of traffic is from organic sources.
What percentage of web traffic do search queries account for?
Search queries make up almost a third of all web traffic globally, with a 29% slice of the pie, and 68% of website traffic is a result of paid and organic searches.
Final Thoughts
While there are a number of search engines trying to catch up to Google, they are currently all quite far from making an impact on the tech giant’s revenue. It appears that a real challenge could be coming from a more unexpected source, such as Facebook, rather than from any of the other search engines, despite the social media company not having a search engine market share at present.
