Google’s Search Market Share Dips Below 90% for First Time in Decade

MOUNTAIN VIEW, CA – Google’s global search engine market share fell below 90% in the final quarter of 2024, marking the first time since 2015 that it has dipped under this threshold.

Regional Variations:

• Asia: The decline was particularly noticeable in Asia, where increased competition from regional search engines contributed to Google’s reduced market share.
• United States: In the U.S., Google’s search market share peaked at 90.37% in November but dropped to 87.39% in December, maintaining a range between 86-88% during other months of 2024.

Competitor Gains:

During this period, competitors such as Microsoft Bing, Yandex, and Yahoo experienced slight increases in their market shares. Notably, Microsoft Bing maintained a share of around 3.97% in December 2024.

Source: StatCounter Global Stats – Search Engine Market Share

Potential Factors:

Several factors may have contributed to this shift:

Regional Preferences: In certain regions, local search engines have gained popularity, impacting Google’s dominance.

User Experience Concerns: Critiques regarding the relevance and helpfulness of Google’s search results may have prompted users to explore alternative search engines.

Emergence of AI-Powered Search Engines: The rise of AI-driven search platforms, offering different user experiences, could be attracting users away from traditional search engines.

“For the first time we can see a trajectory where ChatGPT could cross the magic 1% market share threshold sometime next year,” according to Jim Yu, founder and executive chair of BrightEdge.

Implications:

While Google continues to lead the global search engine market, this decline below the 90% threshold indicates a potential shift in user behavior and preferences. The evolving landscape suggests that users are exploring alternative search options, which could influence future market dynamics.

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