Global Search Engine Market Share in the Top 15 GDP Nations (Updated for 2024)
Search Engine Market Share Measurement Methodology:
A list of the 15 nations with the largest nominal GDPs in the world (as of 2024) was compiled. StatCounter was then used to calculate the search engine market penetration percentage within those nations. The resulting percentages were rounded to the nearest tenth, and the top 5-6 search engines were reported.
StatCounter’s web analytics service has tracking codes installed on more than 2 million sites globally. “These sites cover various activities and geographic locations. Every month, we record billions of page views to these sites. For each page view, we analyze the browser/operating system/screen resolution used, and we establish if the page view is from a mobile device. For our search engine stats, we analyze every page view referred to by a search engine. No artificial weightings are used. We removed bot activity and made a small adjustment to our browser stats for prerendering in Google Chrome. Aside from those adjustments, we publish the data as we record it.” – StatCounter FAQ
We chose not to utilize ComScore for this exercise, which uses a different tracking methodology and relies more on user panels. ComScore data shows higher market shares for Bing/Yahoo! in the US.
This article was originally written in 2018 and has been updated with new data for 2024.
When we originally wrote this article in 2018, the stats for global search engine market share looked very different from what they do today in 2024.
As you can see, a lot can change in International SEO in six years. It’s easy to get overly focused on Google when there are other search engines that capture market share around the world, especially if you are in charge of an Enterprise-Level SEO strategy.
In this post, we’ll share the percentage of market penetration of individual search engines across the top 15 GDP countries.
Global Search Engine Market Share 2024 Report Summary:
According to Statcounter, Google continues to lead the pack within the United States, with a 9% increase since 2014. Bing and Yahoo comprise most of the resulting percentages, with approximately 10% of the combined market share. Although, compared to the other nations on this list, Google has a higher penetration in 9 other countries. In China, Google has been eliminated from the top 4 search engines, compared to ranking in the top 4, with 1.5% of the market share in 2020. Search engine Baidu takes the lion’s share in China at nearly 53%, compared to 70% in 2020. Yahoo! continues to demonstrate a strong presence in Japan. There has also been growth in search engines that were not ranking in 2020, including Naver – which now has the second-highest search engine market share in South Korea.
If Eastern Europe is a strong market for your brand, make sure to pay attention to Yandex, the search engine market leader in Russia. Google has a 30% search market share, the second highest in Russia, compared to 45% in 2020. Nonetheless, with over 90% market share, Google dominates the search engine landscape in most of the top GDP nations in the world, including India, Germany, Mexico, Spain, Brazil, Italy, and Australia.
When you’re thinking globally, Google is a great start. But, depending on your market, you might find that you need to pivot your SEO efforts into a different search engine altogether, such as Bing, Baidu, or Yandex, to capture the largest amount of traffic. Use the 2024 data below to determine your next global SEO strategy.
1. Search Engine Market Share in the United States
Google: 87.93%
Bing: 7.09%
Yahoo!: 2.50%
DuckDuckGo: 2.04%
YANDEX: 0.19%
AOL: 0.09%
2. Search Engine Market Share in China
Baidu: 52.61%
Bing: 30.03%
Haosou: 7.47%
Sogou: 3.9%
Shenma: 2.45%
Google: 2.29%
3. Search Engine Market Share in Japan
Google: 80.20%
Yahoo!: 10.18%
Bing: 8.19%
DuckDuckGo: 0.39%
YANDEX: 0.38%
CocCoc: 0.25%
4. Search Engine Market Share in Germany
Google: 89%
Bing: 6%
YANDEX: 1.44%
DuckDuckGo: 1.13%
Yahoo: 1.11%
Ecosia: 0.95%
5. Search Engine Market Share in United Kingdom
Google: 94.4%
Bing: 3.33%
Yahoo!: 1.26%
DuckDuckGo: 0.55%
Ecosia: 0.20%
Yandex: 0.16%
6. Search Engine Market Share in France
Google: 88.03%
Bing: 5.89%
YANDEX!: 1.74%
Yahoo!: 1.4%
Ecosia: 1.28%%
DuckDuckGo: 0.88%
7. Search Engine Market Share in India
Google: 97.59%
Bing: 1.38%
Yahoo!: 0.53%
DuckDuckGo: 0.43%
Yandex: 0.03%
Ecosia: 0.02%
8. Search Engine Market Share in Italy
Google: 92.91%
Bing: 4.37%
Yahoo!: 1.31%
DuckDuckGo: 0.59%
Yandex Ru: 0.37%
Ecosia: 0.28%
9. Search Engine Market Share in Brazil
Google: 93.61%
Bing: 4.66%
Yahoo!: 1.36%
Yandex: 0.19%
DuckDuckGo: 0.19%
Ecosia: 0.02%
10. Search Engine Market Share in Canada
Google: 90.48%
Bing: 5.83%
Yahoo!: 1.76%
DuckDuckGo: 1.18%
Yandex: 0.2%
Ecosia: 0.09%
11. Search Engine Market Share in South Korea
Google: 52.14%
Naver: 41.18%
Bing: 3.56%
Daum: 1.31%
Yandex: 0.58%
CocCoc: 0.53%
12. Search Engine Market Share in Russia
Yandex: 68.36%
Yandex: 30.11%
Bing: 1.01%
DuckDuckGo: 0.3%
Yahoo!: 0.11%
Mail.ru: 0.04%
13. Search Engine Market Share in Spain
Google: 95.74%
Bing: 2.74%
Yahoo!: 0.82%
DuckDuckGo: 0.38%
Ecosia: 0.13%
Yandex: 0.11%
14. Search Engine Market Share in Australia
Google: 95.74%
Bing: 2.74%
Yahoo!: 0.82%
DuckDuckGo: 0.38%
Ecosia: 0.13%
Yandex: 0.11%
15. Search Engine Market Share in Mexico
Google: 88.33%
Bing: 8.8%
Yahoo!: 2.4%
DuckDuckGo: 0.19%
Yandex: 0.13%
Ecosia: 0.08%
Want more statistics? Check out 18 Eye-Opening SEO Statistics to Prove the Value of Organic Search.
Matthew Capala is a seasoned digital marketing executive, founder/CEO of Alphametic, a Miami-based digital marketing agency, author of “The Psychology of a Website,” dynamic speaker, and entrepreneur.
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