Google has long been synonymous with online search engines, dominating the market for many years with over 90 percent market share. However, recent statistics indicate that more internet users have switched to other search engines than in the past decade. In the last three months of the previous year, Google’s market share fell below 90 percent for the first time since early 2015.
According to Search Engine Land, citing Statcounter statistics, Google’s share among globally used search engines remained consistently below 90 percent in the last quarter of 2024: 89.34 percent in October, 89.99 percent in November, and 89.73 percent in December. This is no longer just a one-month anomaly, and observers consider it a trend.
A market share of over 89 percent is still dominant. However, it is noteworthy when this extends over a period of three months. This last occurred in the first three months ten years ago. From January to March 2015, Google’s search engine market share fluctuated between 89.47 and 89.62 percent. Since then, Google consistently achieved between 90 to 92 percent.
Bing has managed to gain some ground, increasing pressure on Google. One might assume that internet users have turned to chatbots and other artificial intelligence models for information. However, the statistics do not support this, as they focus on traditional search engines. Microsoft’s Bing is the second most used internet search with 3.97 percent. About a year ago, Bing’s market share was three percent, despite integrating ChatGPT. Yandex and Yahoo have also gained slightly at Google’s expense, with recent shares of 2.56 and 1.29 percent, respectively. Baidu, DuckDuckGo, and others remain well below one percent.
Google faces pressure not only from competing search engines and AI chatbots but also politically and legally. Last summer, a US court deemed Google’s search engine business illegal. A federal judge called Google a monopolist, stating that the company abused its market power, particularly with Android smartphones and web browsers, to benefit its search engine business. This violates US competition law. However, the ruling is not yet final, leaving uncertainty about the consequences Google might face for its illegal search engine practices.
Despite these challenges, Google continues to hold a significant position in the search engine market. The slight decline in market share suggests a shift, but Google’s dominance remains largely unchallenged. The rise of Bing and other search engines indicates a growing interest in alternatives, possibly driven by users’ desire for diverse sources of information and privacy concerns.
As the digital landscape evolves, the competition among search engines may intensify. The integration of artificial intelligence and machine learning into search technologies could redefine how users interact with these platforms. Companies like Microsoft, with their investment in AI technologies like ChatGPT, are positioning themselves to capture a larger share of the market.
Legal and political pressures on Google may also influence its strategies and market behavior. The outcome of ongoing legal battles could impact Google’s operations and its approach to maintaining its market position. Additionally, regulatory actions in various countries could shape the future of the search engine industry, promoting fair competition and innovation.
Overall, while Google’s market share has slightly decreased, it remains a dominant force in the search engine industry. The emergence of competitors like Bing, along with legal and political challenges, highlights the dynamic nature of the market and the potential for change in the coming years. Users’ preferences and technological advancements will continue to play a crucial role in shaping the future of online search engines.