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Search Engine Market Share

by James Lawrence
in Web Conversions & SEO
James Lawrence

As a search engine optimisation and web design company we are often asked about which search engines have significant market share in major territories around the world. I thought I would collate some of the data that we have come across recently, to provide a snapshot on the state of search engine market share across the world in 2011.

Australian Search Engine Market Share

Google dominates in Australia unlike virtually any other major market in the world. A recent report from Hitwise shows the breakdown of daily searches in Australia as follows:

1. Google.com.au
2. Google.com
3. Bing
4. Yahoo
5. Ask
88.19%
5.36%
3.4%
1.65%
0.27
HitWise: Search Engines ranked by Volume of Searches for the 4
weeks ending 12 November 2011

With over 93% of searches each day being run through Google, there is little questioning the dominant player!

New Zealand’s Major Search Engines

The breakdown in NZ isn’t too different from Australia. A report earlier in the year from Hitwise shows the breakdown to be:

1. Google.com.au
2. Google.com
3. Bing
4. Yahoo.com.au
5. Yahoo.com
86.93%
7.48%
1.35%
0.90%
0.61%
HitWise: Search Engines - Volume of Searches for the 12 weeks
ending 2 July 2011.

Search Engine Statistics in the United Stated of America (USA)

The English speaking world’s biggest market has altered slightly in the past two years as Bing has made some inroads into Google’s dominance of market share. Google is still the clear leader but it will be interesting to see what impact the Bing / Yahoo partnership has in the coming years. When combined, Bing / Yahoo now account for almost 30% of American search engine results each day:

1. Google.com.au
2. Yahoo
3. Bing
4. Ask
5. AOL
64.94%
15.21%
13.58%
3.44%
2.35%
HitWise: Search Engines ranked by Volume of Searches for the 4
weeks ending 12 November 2011

It is interesting that Bing has been able to make such inroads into the US market when compared to the Australian market. As a web designer we are constantly asked about how much emphasis to put on optimising for Bing and Yahoo and our feedback is to only focus on Google. If Bing / Yahoo can eat away at Google’s share in Australia as they have in the US this message might change.

Search Engine Market Share in the United Kingdom

The UK Search Engine landscape has become much more ‘normal’ in the past decade. During the growth of search in the late 1990’s and early 2000’s the UK typically had a few important search engines that didn’t exist in a major form outside of the UK. Since this time the market has become more typical of other large English speaking countries, with Google once again dominating:

1. Google.co.uk
2. Google.com
3. Bing
4. Yahoo
5. Ask
6.19%
6.19%
3.86%
2.43%
1.76%
HitWise: Search Engines ranked by Volume of Searches for the 4
weeks ending 12 November 2011

Major Search Engines in China

It would be remiss to not include statistics on the search engine usage in the world’s biggest internet market. The statistics below highlight that unlike in most major territories Google is a minority player.  It will be interesting to monitor how Google’s fragile relationship with the Chinese Government plays out in the years to come. The tense relations in the past year have seen Google’s market share slip to the advantage of Baidu.

1. Baidu
2. Google
3. Sogou
4. Tencent Soso
5. Netease Youdao
75.9%
18.9%
2.4%
1.4%
0.4%
EnfoDesk: The Seasonal Survey of China Internet Search Market in
Q2, 2011

Biggest Search Engines In India

As the third biggest nation of internet users in the world, the search engine market in India is a significant one. There are over 100,000,000 internet users in India and unfortunately it is difficult to get up-to-date data on the current state of the search engine market. It is clear that Google is the dominate engine. Google releases from earlier in 2011 suggest their market share is around 75%. This is in keeping with statistics from 2008 that had Google with 80% of market share. The remaining 20-25% of market share is split between Bing, Yahoo and local player guruji.com.

Japan’s Largest Search Engines

With nearly 100,000,000 internet users out of a country of 126,000,000, internet usage is at 80% in Japan and along with countries like South Korea has one of the highest rates of internet penetration in the world.

Japan is an interesting search engine landscape in that it the last remaining market where Yahoo is the market leader. Yahoo in Japan is jointly owned by Yahoo and a local organisation called Softbank. To complicate matters further, a deal struck a few years back between Yahoo and Google, saw the Yahoo search results powered by Google. The recent deal between Microsoft and Yahoo whereby Microsoft’s search engine Bing would power all Yahoo results makes things less clear in Japan. Search Engine Watch reported at the beginning of 2011 that Yahoo held around 56% market share in Japan with Google holding around 31%. Baidu, the dominant player in China has made a push into Japan in recent years to mixed success.

Conclusion

Hopefully the statistics above provide a snapshot of search engine market share in some of the more important markets for Australian businesses. As web designers as well as an SEO company it’s important that our e-commerce clients have a handle on the state of play in global search engine markets. Significant markets that I haven’t been able to cover are Germany, Brazil, Russia, France and Indonesia. I will look to cover these in a future posting.

Author: James Lawrence

James Lawrence is the Director (Sales & Marketing) of The Web Showroom, as well as one of company founders. James has worked in online marketing since 2000 and is passionate about businesses generating tangible results from their websites. His articles focus on web design, Search Engine Optimisation, PPC and website conversions.

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