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.
Search Engine Market Share (Top Picks)
Discover the current state of the search engine market, including the dominant players and emerging competitors shaping online search.
- Google holds more than 91.85% of the total search engine market share globally as of August 2023.
- 4.82 billion Internet users are using Google as of 2023.
- Bing’s market share in the United States is 3.58% higher than Bing’s global market share.
- In 2024, the eco-friendly search engine, Ecosia will have 0.28% of the market share in the United Kingdom.
- Among all the countries, India holds the most market share of Google, with 98.35%.
- Google remains the leading player, with 92.51% in Canada.
- Bing has a notable presence in the German market, with a 5.03% share.
- Google leads the search engine market in Asia with a share of 93.37%, followed by Bing with 1.60%.
- DuckDuckGo and Ecosia currently represent 0.71% of the European search engine market share as of 2023.
- Bing has a significant market share in North America, accounting for 5.79%.
- In South America, DuckDuckGo, Petal Search, and YANDEX account for only 0.23% of the market.
- Bing holds 2.21% of the market share in Africa.
- Google dominates the global mobile search engine market with a 96.12% market share as of 2023.
- Bing and Yahoo! Combined hold 8.83% of the desktop search engine market.
- Globally, Google holds 92.28% of the tablet search engine market.
Global Search Engine Market Share
Google is the dominant player in the global market share of search engines, with no other search engine coming close.
As of November 2023, Google holds 92.45% of the global market share, with Bing being second on the list with 2.93%.
Here is a breakdown of the search engine market shares globally:
| Search Engine | Market Share |
| 92.45% | |
| Bing | 2.93% |
| YANDEX | 1.32% |
| Yahoo! | 1.16% |
| DuckDuckGo | 0.54% |
| Baidu | 0.74% |
As of 2023, there are approximately 5.18 billion Internet users worldwide, which means Google is being used by 4.82 billion Internet users, while 143 million are using Bing, and 59 million are using YANDEX.
Here is a table showing the number of users by the search engine:
| Search Engine | The Number of users |
| 4.82 billion | |
| Bing | 143 million |
| YANDEX | 59 million |
| Yahoo! | 57 million |
| DuckDuckGo | 26 million |
| Baidu | 25 million |
We have already observed the market shares of search engines in 2023. Let’s look at the market shares of search engines in previous years to understand better.
Below is a table that provides a comprehensive overview of search engine market share from 2015 to 2023:
| Year | Bing | YANDEX | Yahoo! | Baidu | |
| 2015 | 91.10% | 3.05% | 0.39% | 2.99% | 0.97% |
| 2016 | 92.37% | 2.75% | 0.44% | 2.09% | 1.05% |
| 2017 | 91.79% | 2.75% | 0.57% | 1.61% | 1.66% |
| 2018 | 92.25% | 2.41% | 0.63% | 2.07% | 1.01% |
| 2019 | 92.71% | 2.32% | 0.56% | 1.59% | 1.06% |
| 2020 | 91.38% | 2.69% | 1% | 1.46% | 1.36% |
| 2021 | 91.94% | 2.86% | 1.10% | 1.50% | 1.37% |
| 2022 | 92.58% | 3.03% | 1% | 1.24% | 0.73% |
| 2023 | 92.45% | 2.93% | 1.32% | 1.16% | 0.74% |
Search Engine Market Share By Country
The search engine market differs from country to country. In this section, we will examine the search market share of the United States, the United Kingdom, India, Canada, and Germany.
Now, let’s take a closer look.
The United States
Based on Stat Counter’s data, as of June 2023, Google dominates the search engine market in the United States, with a market share of 89.11%. Bing, on the other hand, holds a significant percentage of 6.35%.
In the United States, Google’s market share is 4.01% lower than Google’s global market share. And Bing’s market share is 3.58% higher than Bing’s global market share.
The table below displays the current search engine market share in the United States as of June 2023. You can use this table to compare the market share in the United States with the global search engine market share.
| Search Engine | Market Share |
| 89.11% | |
| Bing | 6.35% |
| Yahoo! | 2.23% |
| DuckDuckGo | 1.92% |
| YANDEX | 0.17% |
| Startpage | 0.06% |
Have you noticed something interesting? In the United States, the Startpage search engine is preferred over Baidu despite its relatively small market share of only 0.06%.
The United Kingdom
According to Stat Counter Data, Google holds the largest share of the United Kingdom’s online search market, with a 93.74% share as of November 2023. Bing remains in second rank with a 3.79% share of the total market share.
Ecosia entered the table in the United Kingdom with 0.22% of the market share.
A table shows the leading search engine market in the United Kingdom as of 2023.
| Search Engines | Market Share |
| 93.74% | |
| Bing | 3.79% |
| Yahoo! | 1.42% |
| DuckDuckGo | 0.61% |
| Ecosia | 0.22% |
| YANDEX | 0.12% |
India
India holds the most market share of Google, with a whopping 98.47 share. This shows that more than 98% of total internet users prefer Google as their primary search engine.
The following table shows the complete insights into India’s market share as of November 2023.
| Search Engines | Market Share |
| 98.47% | |
| Bing | 1.01% |
| Yahoo! | 0.30% |
| DuckDuckGo | 0.18% |
| YANDEX | 0.01% |
| Ecosia | 0.01% |
| Other | 0.02% |
Canada
In Canada, Bing has a significant market share of 4.70% as of 2023. However, Google remains the leading player with 92.51%.
Yahoo! ranks third with 1.45% of the market share, followed by DuckDuckGo at 1.05%.
A table shows comprehensive insights into the search engine market in Canada.
| Search Engines | Market Share |
| 92.51% | |
| Bing | 4.7% |
| Yahoo! | 1.45% |
| DuckDuckGo | 1.05% |
| YANDEX | 0.12% |
| Ecosia | 0.07% |
Germany
As of 2023, Google holds the top spot among search engines in Germany, with a 90.56% market share. Bing also has a notable presence in the German market, with a 5.03% share.
Here is a table showing the search engine market share in Germany.
| Search Engines | Market share |
| 90.56% | |
| Bing | 5.03% |
| Yahoo! | 1.09% |
| DuckDuckGo | 1.07% |
| YANDEX | 0.92% |
| Ecosia | 0.75% |
Search Engine Market Share By Region
The market for search engines varies by region. In this section, we will delve into the specifics of search engine market share in different regions of the world.
Africa
Google plays a crucial role in Africa and has the largest market share. In the search engine market, Google is the dominant player in Africa, holding 96.85% of the market share. Bing holds 2.21% of the market share in Africa.
In Africa, Petal Search holds a 0.41% market share and is considered an essential player in the search engine market.
There is another search engine in Africa called Ananzi, although it currently holds less than 1% of the market share.
Let’s get complete details on the search engine market in Africa.
| Search Engine | Market Share |
| 96.85% | |
| Bing | 2.21% |
| Petal Search | 0.41% |
| Yahoo! | 0.27% |
| DuckDuckGo | 0.16% |
| YANDEX | 0.06% |
Asia
Google leads the search engine market in Asia with a share of 93.37%, followed by Bing with 1.60%.
In Asia, a search engine called CocCoc is unique because it is designed for single users. Despite its small market share of 0.49%, it still has a significant regional presence.
Let’s include all the details in a table to understand the search engine market in Asia thoroughly.
| Search Engine | Market Share |
| 93.37% | |
| Bing | 1.60% |
| YANDEX | 1.45% |
| Baidu | 1.03% |
| Yahoo! | 0.98% |
| CocCoc | 0.49% |
Europe
As of June 2023, Google and Bing comprise 96.17% of Europe’s search engine market share. These two search engines are currently the top players in the European search engine market.
DuckDuckGo and Ecosia currently represent 0.71% of the European search engine market share as of 2023. Below is a table providing comprehensive insights into search engines in Europe.
| Search Engines | Market Share |
| 93.15% | |
| Bing | 3.02% |
| YANDEX | 1.8% |
| Yahoo! | 0.96% |
| DuckDuckGo | 0.48% |
| Ecosia | 0.23% |
North America
Bing has a significant market share in North America, accounting for 5.79%. However, Google maintains the top spot in the search engine market, commanding a 90.3% share.
Ecosia has only 0.06% of the market share in North America. Let’s get the complete details of the search engine market of North America as of 2023.
| Search Engine | Market Share |
| 90.3% | |
| Bing | 5.79% |
| Yahoo! | 1.96% |
| DuckDuckGo | 1.58% |
| YANDEX | 0.15% |
| Ecosia | 0.06% |
South America
As of 2023, Google and Bing hold almost 99% of South America’s search engine market share. Google is the most widely used search engine in the region, with a market share of 96.52%.
DuckDuckGo, Petal Search, and YANDEX account for only 0.23% of the market. Now, let’s take a closer look at the market share of each search engine in South America.
| Search Engine | Market Share |
| 96.52% | |
| Bing | 2.24% |
| Yahoo! | 0.95% |
| DuckDuckGo | 0.09% |
| Petal Search | 0.08% |
| YANDEX | 0.06% |
Oceania
As of 2023, Google dominates the search engine market share in Oceania with a staggering 94.65%, while Bing trails behind with 3.81% as the second leading search engine in the region.
Here is a rundown of popular search engines and their respective market shares in the Oceania region.
| Search Engine | Market Share |
| 94.65% | |
| Bing | 3.81% |
| Yahoo! | 0.75% |
| DuckDuckGo | 0.53% |
| Petal Search | 0.09% |
| YANDEX | 0.06% |
Search Engine Market Share By Platform
Like country and region, the market shares of search engines vary by platforms, such as Mobile, Desktop, and Tablet.
Let’s see the market shares of search engines by platforms.
Mobile
Google continues to dominate the search engine market when it comes to mobile users. Google is on the top with a 95.78% share, while YANDEX is second on the list at 1.12%.
Based on the above statistics, Google is the largest search engine in most countries and regions, with Bing in second place. However, in the mobile search engine market, YANDEX holds second place.
Yahoo! and Baidu hold almost the same market share, with 0.59% and 0.58%, respectively.
Here is a table showing the mobile search engine market.
| Search Engine | Mobile Market Share |
| 95.78% | |
| YANDEX | 1.12% |
| Yahoo! | 0.58% |
| Baidu | 0.87% |
| Bing | 0.50% |
| DuckDuckGo | 0.48% |
In the United States, Google holds the most mobile search engine market shares as of 2023, with 95.03%. But, here DuckDuckGo is the second largest mobile search engine market, with 1.83%.
Startpage also holds a significant mobile search engine market share, with 0.05% in the United States. Here is a table showing the mobile search engine markets in the United States.
| Search Engine | Mobile Market Share |
| 95.03% | |
| DuckDuckGo | 1.83% |
| Yahoo! | 1.59% |
| Bing | 1.26% |
| YANDEX | 0.14% |
| Startpage | 0.05% |
Desktop
Compared to the global mobile search engine market, Google has a smaller desktop search engine market share of 8.39%, which means it holds 87.73% of the desktop market share.
As of 2023, Bing holds the second-largest share of the global desktop search engine market, with 6.76%.
Here is a table showing the desktop search engine markets worldwide as of 2023.
| Search Engine | Desktop Market Share |
| 87.73% | |
| Bing | 6.76% |
| Yahoo! | 2.07% |
| YANDEX | 1.50% |
| DuckDuckGo | 0.61% |
| Baidu | 0.34% |
In the United States, Google has a smaller desktop market share than it does globally.
As of 2023, Google’s desktop market share in the United States is 81.92%, 5.81% less than the global market share. Bing is also important, with 12.51% of the market share.
Here is a table showing the desktop search engine market share in the United States as of 2023.
| Search Engine | Desktop Market Share |
| 81.92% | |
| Bing | 12.51% |
| Yahoo! | 3.1% |
| YANDEX | 1.98% |
| DuckDuckGo | 0.20% |
| Baidu | 0.09% |
Tablet
Google dominates the tablet search engine market worldwide as of June 2023, with a leading share of 92.28%. Bing comes in second with 4.4%, while Yahoo! lags at only 1%.
Here is a table that shows the tablet search engine market shares worldwide.
| Search Engine | Tablet Market Share |
| 92.28% | |
| Bing | 4.4% |
| Yahoo! | 1% |
| YANDEX | 0.93% |
| DuckDuckGo | 0.79% |
| Baidu | 0.20% |
According to data from 2023, Bing has a 12.82% share of the tablet market in the United States. Google holds the top position, with a market share of 82.27%.
As of 2023, DuckDuckGo also has a significant share of the search engine market, with 2.87% in the United States.
Let’s see important details of the top table search engine market shares in the United States.
| Search Engine | Tablet Market Share |
| 82.27% | |
| Bing | 12.82% |
| Yahoo! | 2.87% |
| YANDEX | 1.62% |
| DuckDuckGo | 0.2% |
| Baidu | 0.11% |
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FAQs
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