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Search Engine Market Share by Country / Region

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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:

  • Categories: Stats

2 Comments

  1. Not sure if it’s just my browser, but a few of the items in the table seem to have dropped off – eg the Google Search total from the USA, and whatever the 4th item is in the Middle East – Asia section near the bottom. You may want to check this.

    Matt

  2. Did you meant seriously Czechoslovakia?

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