For years, Google has dominated online searches so thoroughly that “Googling” became a synonym for looking things up online. Over 90% of global searches in the past decade were conducted on Google Search. However, a recent shift in market trends suggests Google’s iron grip might be loosening.
According to Search Engine Land, statistics from Statcounter reveal that Google’s global search market share fell below 90% for three consecutive months in late 2024. Specifically, Google held:
- 89.34% in October
- 89.99% in November
- 89.73% in December
While Google still commands a dominant share, this is significant. It’s the first time Google’s market share dropped below 90% for a three-month period since early 2015—almost a decade ago.
Who’s Gaining Ground?
Surprisingly, the biggest competitor to Google during this period wasn’t AI tools like ChatGPT but rather traditional search engines. Bing, Yandex, and Yahoo! were the main beneficiaries of this shift, though their gains were modest.
- Bing held the second-largest market share in December but managed less than 4%.
- Yandex and Yahoo! also saw slight increases in their shares.
While these numbers are small compared to Google’s, the slight uptick suggests users are exploring alternatives more than before.
Implications for Google
For Google, this shift could have mixed implications. On one hand, even a slight decline in market share might indicate a gradual loss of user loyalty or growing interest in competitors. On the other hand, it could bolster Google’s defense in its ongoing antitrust case with the U.S. Department of Justice.
The DOJ has accused Google of monopolistic behavior, claiming the company unfairly controls the search market. Google, however, argues that users have the freedom to choose other search engines. The recent market share dip could support Google’s claim by showing users actively exploring alternatives.
What’s Next?
While Google’s dominance remains largely unchallenged, this trend could signal the start of a slow but meaningful shift in the search engine landscape. Whether this is a short-term fluctuation or the beginning of a broader change remains to be seen.
