Search Engine Market Share by Country / Region

Eric Enge — Tue, 17 Nov 2009 01:10:48 +0000

This post contains a wide ranging set of worldwide market share data, broken down by country and region that we were not able to include in the book due to size constraints (but if you are into stats, this is awesome stuff!). What you will see is that Google is the dominant search engine in most countries, but not all of them. The following data is courtesy of Nielsen Online for January 2009:

United States

Brand or Channel	Total Web Page Views (000)		Share of Page Views
Google Search	10,933,268
Yahoo! Search	2,840,176	14%
Google Image Search	2,582,247	13%
MSN/Windows Live Search	1,326,790	7%
AOL Search	687,976	3%
Ask.com	308,881	2%
My Web Search	124,513	1%
Infospace Web Search	112,980	1%
alot	105,897	1%
Google Product Search	94,369	0.5%

Australia

Brand or Channel	Total Web Page Views (000)		Share of Page Views
Google Search	788,240	72%
Google Image Search	206,221	19%
NineMSN Search	26,240	2%
Whereis	20,500	2%
Yahoo!7 Search	20,160	2%
Ask.com	5,390	0.5%
AltaVista	1,963	0.2%
ReachLocal	1,795	0.2%
Microsoft Search	1,639	0.1%
My Web Search	1,420	0.1%

Brazil

Brand or Channel	Total Web Page Views (000)		Share of Page Views
Google Search	1,611,706	74%
Google Image Search	387,564	18%
Yahoo! Search	40,184	2%
UOL Busca	39,942	2%
MSN/Windows Live Search	29,216	1%
Terra Buscador	14,700	1%
Globo Busca	6,661	0.3%
iG Busca/ Search	5,465	0.3%
Ask.com	4,286	0.2%
Snap.com	3,453	0.2%

France

Brand or Channel	Total Web Page Views (000)		Share of Page Views
Google Search	4,375,308	78%
Google Image Search	530,972	9%
Yahoo! Search	157,963	3%
MSN/Windows Live Search	130,651	2%
Voila Search	82,987	1%
AOL Search	70,077	1%
Lo.st	64,419	1%
Ask.com	20,710	0.4%
Free Search	17,161	0.3%
Clickheresearch	8,009	0.1%

Germany (Home Searches Only)

Brand or Channel	Total Web Page Views (000)		Share of Page Views
Google Search	2,468,302	75%
Google Image Search	405,886	12%
Yahoo! Search	49,537	2%
T-Online Suche	49,104	1%
MSN/Windows Live Search	39,063	1%
AOL Search	30,862	1%
Ask.com	18,346	1%
Google Product Search	14,290	0.4%
Web.de Suche	14,168	0.4%
Multisearch	11,922	0.4%

Italy

Brand or Channel	Total Web Page Views (000)		Share of Page Views
Google Search	2,256,446	73%
Google Image Search	396,816	13%
Virgilio Ricerca	98,061	3%
Libero Ricerca	59,210	2%
Yahoo! Search	55,186	2%
MSN/Windows Live Search	51,631	2%
Interfree	23,683	1%
Ask.com	15,670	1%
Trovit	6,670	0.2%
Dada Guide	6,592	0.2%

Japan

Brand or Channel	Total Web Page Views (000)		Share of Page Views
Yahoo! Search	3,293,385	45%
Google Search	3,175,201	43%
MSN/Windows Live Search	167,888	2%
goo Web Search	122,083	2%
BIGLOBE Search	119,503	2%
Infoseek Search	65,676	1%
JWord	65,484	1%
@nifty@Search	64,825	1%
OCN Search	63,984	1%
Yahoo! Category	37,591	1%

Spain

Brand or Channel	Total Web Page Views (000)		Share of Page Views
Google Search	3,212,818	85%
Google Image Search	292,762	8%
Yahoo! Search	56,625	2%
MSN/Windows Live Search	49,513	1%
Directorio Warez	11,865	0.3%
Ask.com	11,173	0.3%
EcoSearch	10,001	0.3%
Trovit	8,778	0.2%
Nomasnumeros900.com	4,983	0.1%
Blackle	4,941	0.1%
Terra Buscador	4,423	0.1%

Switzerland

Brand or Channel	Total Web Page Views (000)		Share of Page Views
Google Search	240,878	74%
Google Image Search	59,808	18%
MSN/Windows Live Search	6,424	2%
Bluewin search	5,387	2%
Yahoo! Search	4,078	1%
Microsoft Search	370	0.1%
Ask.com	332	0.1%
Mister Wong	184	0.1%

United Kingdom

Brand or Channel	Total Web Page Views (000)		Share of Page Views
Google Search	3,927,680	72%
Google Image Search	596,210	11%
Yahoo! Search	269,882	5%
MSN/Windows Live Search	152,612	3%
AOL Search	105,126	2%
Ask.com	74,011	1%
alot	54,629	1%
My Web Search	31,224	1%
Google Product Search	18,349	0.3%
BBC Search	15,450	0.3%

Note that in all the above countries, except Japan, Google is the dominant search engine. In Japan, Yahoo! is actually just slightly ahead of Google. Here is a more regional look at the data, as provided by comScore:

Worldwide	Searches (MM)	Share of Searches
Total Internet	89,708	100.0
Google Sites	55,638	62.0
Yahoo! Sites	8,389	9.4
Baidu.com Inc.	7,963	8.9
Microsoft Sites	2,403	2.7
NHN Corporation	1,892	2.1

North America	Searches (MM)	Share of Searches
Total Internet	21,588	100.0
Google Sites	13,448	62.3
Yahoo! Sites	2,832	13.1
Microsoft Sites	1,262	5.8
AOL LLC	764	3.5
Ask Network	670	3.1

Latin America	Searches (MM)	Share of Searches
Total Internet	6,686	100.0
Google Sites	5,960	89.1
Microsoft Sites	149	2.2
Yahoo! Sites	139	2.1
FACEBOOK.COM	91	1.4
Ask Network	52	0.8

Europe	Searches (MM)	Share of Searches
Total Internet	27,666	100.0
Google Sites	21,888	79.1
Yandex	989	3.6
eBay	674	2.4
Yahoo! Sites	491	1.8
Microsoft Sites	454	1.6

Asia Pacific	Searches (MM)	Share of Searches
Total Internet	29,642	100.0
Google Sites	10,703	36.1
Baidu.com Inc.	7,950	26.8
Yahoo! Sites	4,776	16.1
NHN Corporation	1,883	6.4
Alibaba.com Corporation	1,114	3.8

Middle East-Africa	Searches (MM)	Share of Searches
Total Internet	4,443	100.0
Google Sites	3,912	88.0
Yahoo! Sites	191	4.3
	118	2.7
Microsoft Sites	90	2.0
Ask Network	43	1.0

According to this data, Google is receiving 62% of all searches performed worldwide. In addition, Google is the market share leader in every regional market. Most notable though, is the Asia Pacific region, where Google holds a relatively slim 36.1% to 26.8% lead over Baidu, the largest search engine in China. This is the only regional market in which Google has less than 60% market share, and it also happens to be the largest market for search in the world (in terms of total searches performed), let alone long term potential search volume.

Here is some more specific data on countries where other search engines are the major players:

China – Baidu News reported in February 2009 that Baidu has more than 73% market share in China in 2008.
Russia – According to figures announced by Yandex the company’s market share in Russia is just about 50% of all searches.
South Korea – Naver was estimated by the International Herald Tribune to have about 77% market share in South Korea in mid 2007.
Czech Republic – The StartupMeme Technology blog reported that Seznam was reported to have more than 60% market share in Czechoslovakia in mid 2008.

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