Search Engine Market Share Statistics in 2024

Search engines are the starting point of information for over 5 billion internet users worldwide. While Google leads the search engine market by a landslide of 86.99%, there are more search engines with their unique capabilities and features. 

Google has extended its enterprise to various services and products, not just its search engine. That powers Google to become the highest-earning tech company with a $305.6 billion revenue.

The alternative search engines follow diminutively from Google. Bing comes second with a 5.8% market share, Yahoo! holds 3.06% in the third place, and 1.61% of the market share belongs to Yandex.

Some search engines apart from Google are the market leaders in different countries. For instance, Baidu may only make up 1.08% of the worldwide market share, but it’s the search engine leader in China with a 51.6% market share.

Still, Google is unbeatable globally and on all platforms. According to various statistics, Google leads the search engine market across all devices: desktop, tablet, and mobile phones.

Understanding the current search engine market share statistics guides marketers to foresee preferred platforms, devices, etc. Discover more data on the search engine market by reading on.

Search Engine Market Share Key Findings

1. Google is the #1 search engine with a market share of 86.99% in April 2024.
2. Although leading worldwide, Google is not number one in China and Russia. Instead, Baidu is at the forefront of China’s search engine market share with 51.6%.
3. Russia’s search engine market is topped by Yandex with a share of 41.29%.
4. The famous “Korean Google” in South Korea called Naver follows Google closely with a market share of 41.11%.
5. Bing is the second-most used search engine among desktop users since it’s the default search engine for Microsoft Windows devices.

Google Search Engine Market Share: The Highest Share of All at 86.99% as of April 2024

Since its introduction in 1997, Google has led the search engine market. Its highest market share ever recorded was 93.37% worldwide in February 2023. Recent statistics show that, despite the share decrease to 86.99% in April 2024, Google still holds the most market share over other search engines worldwide.

At the same time, Google had a total of 85.5 billion visits in a month. It also has a bounce rate of 28.04% with an 11-minute average visit duration. 

Individuals looking for everyday information and businesses relying on search engines for lead generation prefer Google for numerous reasons, such as:

• Efficient Google Ads and toolsets
• Evolving AI and ML for content analyses
• Personalized results through geo-location targeting
• Search engine algorithm that prioritizes search intent
• Tools like Google translator for the user’s convenience
• Receiving millions of results swiftly (in under one second)

These stats clearly show that Google dominates the search engine industry. Google consistently holds the top position in market share and is expected to maintain its lead due to constant improvements.

Bing Search Engine Market Share: The Runner-Up in the Search Engine Market With a Share of 5.80%

Bing Search Engine Market Share Statistics

• Bing receives 1.4 billion visitors per month, far from Google’s 85.5 billion monthly visitors.
• Yahoo! lags behind the search engine market share with only 3.06% and a bounce rate of 34% among its 3.5 billion monthly visitors.
• One of the search engines with the lowest market share is DuckDuckGo with only 0.51%.

While Google thrived, the global share of other search engine platforms has been lopsided.

Second in the Search Engine Market is Bing with a 5.80% Share as of April 2024 and 900 Million Daily Searches

Microsoft Bing was launched in 2009, predating Google. However, Bing only comes second to Google in terms of search engine market share. Its monthly visitors of 1.4 billion is only one-third of what Google receives per month.

Bing owes its popularity to millions of console users who have Microsoft Bing as their default search engine. In the US, Bing has a 54.68% market share among console users.

In a Nutshell

All of Bing’s data reports and statistics point out that it has always been a runner-up after Google. Regardless, Bing has a competitive stand in the industry, seeing that it’s higher than other search engines.

As of April 2024, Yahoo! follows Google and Bing with a 3.06% Market Share

Yahoo! was created in 1994, a time when there was no competition from Google or Facebook. However, the once-dominant search engine became a platform that only evokes nostalgia for the Internet’s early days. 

Today, Yahoo! is the third market leader in search engines with only a 3.06% market share. There are 3.5 billion internet users that visit Yahoo! monthly with a bounce rate of 34%.

Yahoo! retains this standing thanks to its Yahoo! Finance sector which generates the most revenue streams and users. Other ventures that keep it relevant in the market are Yahoo! News and Yahoo! Answers.

DuckDuckGo is Still Making Its Mark in the Market With Only a 0.51% Market Share in April 2024

Although launched in 2008, DuckDuckGo has been experiencing slow success in the search engine market. It holds a share of only 0.51% as of April 2024. It’s a unique search engine that promotes user privacy. Unlike Google, DuckDuckGo does not create cookies, store IP addresses, and keep search and browsing histories.

The search engine used to have a lower market share, but it steadily increased starting in July 2019. Around the start of the COVID-19 Pandemic to the US elections, DuckDuckGo recorded a market share close to 2%. 

DuckDuckGo has failed to retain its market share growth and is now down to 767.4 million monthly visitors with an 11.41% bounce rate.

In a Nutshell

DuckDuckGo may be at the bottom of the market in terms of shares, but DuckDuckGo sees nearly 100 million search queries per day.

Google is the Top Search Engine in the Market in All but Two Countries: China (#1 Baidu: 51.6%) and Russian Federation (#1 Yandex: 41.29%)

Search Engine Market Share Per Country Statistics

• Baidu is the biggest Chinese search engine with a 51.6% market share.
• In China, Google is only ranked third in search engine market share with 8.17%.
• Russian search engine, Yandex, leads the search engine market in the country with a 41.29% share.

There’s no denying that Google is the worldwide leader in search engines. It’s the number one search engine in terms of market share in the following countries and regions:

• USA
• United Kingdom
• India
• Japan
• Africa
• Canada
• Mexico
• Hong Kong

Still, Google does not hold control over all countries. Google is only the second search engine market leader in Russia, while it holds third place in China. 

Read on to learn which search engines toppled the tech giant that Google is and what regions are in the Google chokehold.

China Search Engine Market Share: Baidu is the Market Leader in China with a 51.6% Share

Baidu is a Chinese multinational tech company. Its primary business is from various internet-related services, including its search engine which leads the market share by 51.6%.

The search engine platform sees 4.6 billion visitors every month. Baidu’s large user base in China puts it in the 6th place of global website rankings.

Baidu is a world-class search engine with high accuracy, a large database, and complete and special functions, just like Google.

In terms of law compliance, Baidu is more compliant with the Chinese government which has tight control over its internet’s content. Meanwhile, Google is forced to restrict any content that does not align with the Chinese Government’s terms.

Surprisingly, Google does not follow Baidu in China’s search engine market. Instead, Bing comes in second with a 20.9% market share. Whereas Google only has 8.17% shares in the market.

Other Chinese-originating search engines top China’s market, such as:

• Haosou: 8.02%
• Sogou: 3.92%

Yahoo! follows closely with a 3.81% market share. 

Russia Search Engine Market Share: Yandex is Russia’s Market Leader with a 41.29% Share

Yandex is a sought-after Google alternative in Russia and other European countries. The leading search engine is an internet services company based in Russia and has a 41.29% search engine market share in the country. 

The Russian-popular search engine provides localized search results, appreciated by locals within specific regions.

Google follows Yandex closely with a 34.91% market share, while Bing and Yahoo hold 13.12% and 10.27%, respectively.

A Russian mailing service called Mail.ru has the fifth largest market share in the country with 0.14%, followed by Baidu with 0.13%.

Korea Search Engine Market Share: Naver Has a Market Share of 41.11% in South Korea

Internet users in South Korea are split between using Google and Naver. The latter is often referred to as the “Korean Google.”

Naver comes directly after Google with a 41.11% share in the search engine market.  That makes Naver rank globally at the 26th spot with over 1.3 billion monthly visitors. 

Naver’s services are tailored for South Korean users with special features integrated into its search engine. The “Korean Google” is also the number one news and media publisher source in South Korea. 

Bing has the third-largest search engine market share in South Korea with 3.79%. Following this is another South Korean web portal called Daum, which holds 1.59% of the search engine market share in the country.

Some 0.63% of South Korea’s search engine market share falls to CocCoc, a Vietnamese freeware web browser. 

Google Also Holds the First Position in the Search Engine Market Across All Types of Devices

Search Engine Market Share Per Device Statistics

• Bing holds the second-most market share across desktop devices. Its 12.74% market share is mainly from Microsoft Windows 10 devices.
• In mobile phones, Google has the highest market share with 97.03%.

Google is available across various devices, which further emphasizes success in the search engine market.

Desktop Search Engine Market Share: 82.61% of the Search Engine Market Share Across Desktop Devices Belongs to Google

Bing is second-best in terms of search engine market share among desktop users. It has a share of 12.74%, which it owes to Microsoft Windows 10 desktops. These devices direct users to Microsoft Bing as their default search engine. 

Meanwhile, only 2.92% and 1.19% of the market share belong to Yahoo and DuckDuckGo, respectively.

Mobile Phone Search Engine Market Share: Google Holds the First Position for Search Engine Market Share on Mobile Phones with 97.03%

Mobile phone users make up the majority of the internet’s daily traffic, and it’s brought by none other than Google. It’s the number one search engine across mobile phones with a market share of 97.03%.

The rest of the search engines follow measly, with DuckDuckGo coming second at 1.06% of shares and Bing with 0.81% of the shares. After Yahoo! (0.77%) and Yandex (0.17%), Ecosia only holds 0.06% of the mobile phone search engine market share.

Google Is the Indisputable Search Engine Market Leader and Will Continue To Be the Top Search Engine

In 2022, the global search engine market size held a value of $185.4 billion. The data forecast tells us that it will double to $368.93 billion by 2031 at a CAGR of 11%.

Based on the statistics, the search engine market will only grow further. With Google’s history of innovation and technological adaptations, the leading search engine will surely grow along with the market. Meanwhile, its undertaking competitors fight for the second seed in the search engine market.