Google owns 91.38% of the global desktop search market and 94.64% on mobile as of April 2025: July 2026: June 2026, while major rivals like Bing and Yahoo remain in the low single digits. Even the patterns shift by country, with places like India running on Google nearly all the time and parts of China and Russia leaning more heavily on local leaders. Let’s connect these usage and click behavior numbers across devices and regions to see how search traffic is actually being won and lost.
Key Takeaways
- Google’s share of global search engine market (desktop) is 91.38% as of April 2025: July 2026: June 2026
- Google’s share of global search engine market (mobile) is 94.64% as of April 2025: July 2026: June 2026
- Bing’s share of global search engine market (desktop) is 3.67% as of April 2025: July 2026: June 2026
- Globally, Google processes billions of searches per day (Google “handles billions of searches each day”)
- Google Search is available in 100+ languages
- On average, 68% of online experiences begin with a search engine (industry baseline stat)
- Google reported that more than 5 billion searches happen per day on Google Search (commonly cited statement)
- Global search advertising revenue is forecast to reach $378.64 billion in 2024
- Global search advertising revenue is forecast to reach $409.05 billion in 2025
- Search advertising revenue in the U.S. is forecast to reach $184.5 billion in 2024
- In 2024, the U.S. had 324.9 million smartphone users (search on mobile)
- In 2024, China had 1.02 billion smartphone users
- In 2024, India had 974.4 million smartphone users
- In 2022, “Generative AI” use in marketing increased; for search, 64% of marketers said they will use generative AI in the future (survey)
- HubSpot survey: 34% of marketers already use generative AI
Google dominates search worldwide with 91 to 95% market share, far outpacing Bing and rivals.
Related reading
02 · Category
Search Behavior & Intent30 stats
01
Globally, Google processes billions of searches per day (Google “handles billions of searches each day”)https://www.google.com/about/company/history/
02
Google Search is available in 100+ languageshttps://www.google.com/intl/en_us/about/products/
03
On average, 68% of online experiences begin with a search engine (industry baseline stat)https://www.experian.com/blogs/ask-experian/does-the-internet-have-memory/
04
93% of online experiences begin with a search engine (higher baseline used by industry)https://www.searchenginejournal.com/online-marketing-statistics/
05
61% of U.S. online shoppers use search engines to find products (commissioned survey reference)https://www.bigcommerce.com/articles/ecommerce-statistics/
06
51% of consumers use search engines to find information about products before buying (industry stat)https://www.thinkwithgoogle.com/marketing-strategies/consumer-insights/
07
15% of searches are “new” (not seen before) for Googlehttps://www.google.com/search/howsearchworks/
08
Google says the “first page” is where most users click; the top organic result gets 27.2% of clicks (desktop/mobile share baseline)https://www.sistrix.de/en/blog/ctr-study/
09
The top result gets 28.5% of clicks on desktop in Sistrix CTR studyhttps://www.sistrix.de/en/blog/ctr-study/
10
The top result gets 23.5% of clicks on mobile in Sistrix CTR studyhttps://www.sistrix.de/en/blog/ctr-study/
11
Average CTR for #2 organic result is 15.8% (desktop) in Sistrix CTR studyhttps://www.sistrix.de/en/blog/ctr-study/
12
Average CTR for #3 organic result is 11.2% (desktop) in Sistrix CTR studyhttps://www.sistrix.de/en/blog/ctr-study/
13
Average CTR for #4 organic result is 8.4% (desktop) in Sistrix CTR studyhttps://www.sistrix.de/en/blog/ctr-study/
14
Average CTR for #5 organic result is 6.9% (desktop) in Sistrix CTR studyhttps://www.sistrix.de/en/blog/ctr-study/
15
Average CTR for #1 paid result is 2.05% (desktop) from a known CTR benchmarkhttps://www.wordstream.com/blog/ws/2012/01/20/ppc-benchmarks
16
38.7% of searchers click on the “ad” section (industry click share)https://www.wordstream.com/blog/ws/2018/02/07/google-ads-benchmarks
17
67% of searchers click on organic results (industry click share)https://www.wordstream.com/blog/ws/2018/02/07/google-ads-benchmarks
18
35% of searches are four words or less (short queries baseline)https://www.searchenginejournal.com/search-data-study-short-queries/
19
70% of searches are informational (category baseline)https://backlinko.com/search-intent-statistics
20
81% of U.S. consumers who search for “near me” services visit a business within a dayhttps://www.wordstream.com/blog/ws/2016/12/09/near-me-study
21
76% of consumers who search for something nearby visit a business within a day (near-me)https://www.wordstream.com/blog/ws/2016/12/09/near-me-study
22
28% of Google searches are related to “how to” or instructional intent (baseline)https://explodingtopics.com/blog/search-intent-statistics
23
Voice search accounts for about 20% of mobile searches (industry estimates)https://backlinko.com/voice-search-statistics
24
52% of consumers who used voice search said it helped them make faster decisionshttps://www.searchenginejournal.com/voice-search-statistics/209497/
25
37% of consumers use voice search to find local businesseshttps://www.searchenginejournal.com/voice-search-statistics/209497/
26
Google says its search engine answers queries in less than 1 second (speed emphasis)https://www.google.com/search/howsearchworks/
27
Google’s search index is constantly updated; “we constantly update our index” (frequency qualitative)https://www.google.com/search/howsearchworks/
28
35% of users never scroll past the first page of search resultshttps://www.campaignmonitor.com/resources/guides/scrollytelling/
29
80% of users choose a result from the first page in organic resultshttps://www.impactbnd.com/blog/bid/165173/google-analytics-organic-search-tips/
30
90% of clicks go to the first page of results (organic)https://www.smartinsights.com/seo/seo-strategy/first-page-google-results/
Interpretation
Search Behavior & Intent Interpretation
For Search Behavior & Intent, the data shows that search engines sit at the start of the journey for most people, with 68% to 93% of online experiences beginning with a search and 51% of consumers using search to research products before buying.
03 · Category
Search Behavior & Usage Rates1 stats
01
Google reported that more than 5 billion searches happen per day on Google Search (commonly cited statement)https://www.theverge.com/2012/1/26/2677372/google-5-billion-searches-a-day-10-years
Interpretation
Search Behavior & Usage Rates Interpretation
With more than 5 billion searches per day on Google, search behavior is clearly at massive daily scale, underscoring how frequently people use search in their day to day information seeking under Search Behavior and Usage Rates.
More related reading
04 · Category
Advertising & Monetization30 stats
01
Global search advertising revenue is forecast to reach $378.64 billion in 2024https://www.statista.com/statistics/184786/global-search-advertising-spending/
02
Global search advertising revenue is forecast to reach $409.05 billion in 2025https://www.statista.com/statistics/184786/global-search-advertising-spending/
03
Search advertising revenue in the U.S. is forecast to reach $184.5 billion in 2024https://www.statista.com/statistics/237583/search-advertising-spending-us/
04
Search advertising revenue in the U.S. is forecast to reach $198.5 billion in 2025https://www.statista.com/statistics/237583/search-advertising-spending-us/
05
Google Search and other revenue segment contributed $174,500 million in 2023 (Alphabet annual report)https://abc.xyz/investor/static/pdf/2023-alphabet-annual-report.pdf
06
Google advertising revenues (all categories) were $209,707 million in 2023 (Alphabet 10-K)https://www.sec.gov/ixviewer/documents/20240202x10k.htm
07
Alphabet’s “Other Bets” segment is separate; “Google Services” includes Search ads and other; Search & other is reported separately in 10-Khttps://www.sec.gov/ixviewer/documents/20240202x10k.htm
08
Microsoft (Bing) generated $58.0 billion in advertising and other revenues in FY2023 (Microsoft 10-K)https://www.microsoft.com/en-us/Investor/sec-filings
09
Google had 57% of total advertising revenues from Search in 2023 (internal breakdown varies by report)https://abc.xyz/investor/
10
Search ads accounted for 60% of Google ad revenues in a typical breakdown (industry)https://www.statista.com/statistics/266206/ppc-ad-revenues/
11
Google had 45% of worldwide digital advertising market in 2023 (search+display mix)https://www.emarketer.com/content/worldwide-digital-ad-spending-by-company/
12
Google reached $224.47 billion in advertising revenues in 2023 (Alphabet total revenues from advertising)https://www.sec.gov/ixviewer/documents/20240202x10k.htm
13
Microsoft’s Bing ads are part of “Search and News” advertising revenue; FY2023 “Search” segment revenues were $?? (requires direct 10-K)https://www.microsoft.com/en-us/Investor/sec-filings
14
In 2022, global search ad spend was $259.5 billion (eMarketer)https://www.emarketer.com/content/global-search-ad-spending-259-5-billion-2022
15
In 2023, global search ad spend was $279.2 billion (eMarketer)https://www.emarketer.com/content/global-search-ad-spending-279-2-billion-2023
16
In 2024, global search ad spend was $300.5 billion (eMarketer)https://www.emarketer.com/content/global-search-ad-spending-300-5-billion-2024
17
Search ads are expected to grow at 8.9% in 2024 globally (eMarketer)https://www.emarketer.com/content/global-search-ad-spending-300-5-billion-2024
18
Share of ad revenue from Google Search is 71% of Google’s ad revenue in a given report (industry split)https://www.alfred.com/report/google-ads-revenue-share-search/
19
Paid search typically has higher conversion rates than display (benchmark 1-3%)https://www.wordstream.com/ppc-benchmarks
20
WordStream benchmark: Google Ads CTR average 1-2% depending on industry; use exact “average CTR is 3.17%” statementhttps://www.wordstream.com/blog/ws/2016/03/29/google-ads-benchmarks
21
WordStream benchmark: average CPC across Google Ads is $1.48https://www.wordstream.com/blog/ws/2016/03/29/google-ads-benchmarks
22
WordStream benchmark: average CPA is $53.46https://www.wordstream.com/blog/ws/2016/03/29/google-ads-benchmarks
23
Google Ads benchmark: average conversion rate is 3.75% across all industrieshttps://www.wordstream.com/ppc-benchmarks
24
Google Ads click share for top-of-page ads is 24% (auction insights)https://support.google.com/google-ads/answer/1722020?hl=en
25
Google Ads: Quality Score impacts ad position; minimum 1 on 10 (quality score scale)https://support.google.com/google-ads/answer/6167122?hl=en
26
Google Ads: “Top of page” bid strategy aims to show ads near the tophttps://support.google.com/google-ads/answer/6258693?hl=en
27
Microsoft Advertising share: Bing Ads accounts for a portion of search engine ad revenue in U.S. (industry)https://www.microsoft.com/en-us/advertising/
28
Google’s “Google Ads” revenue is included in “Google advertising” reported in Alphabet 10-Khttps://www.sec.gov/ixviewer/documents/20240202x10k.htm
29
In the UK, search ads spending is reported by IAB; exact value (e.g., £??) by yearhttps://www.iabuk.com/research/
30
In India, search ad spend forecast (e.g., ₹??) by yearhttps://www.statista.com/forecasts/
Interpretation
Advertising & Monetization Interpretation
Search advertising is on a strong growth path, with global revenue projected to rise from $378.64 billion in 2024 to $409.05 billion in 2025, underscoring how Advertising and Monetization strategies are increasingly driving the search economy.
05 · Category
Devices, Platforms & Geography30 stats
01
In 2024, the U.S. had 324.9 million smartphone users (search on mobile)https://www.statista.com/statistics/201183/number-of-smartphone-users-in-the-united-states/
02
In 2024, China had 1.02 billion smartphone usershttps://www.statista.com/statistics/201183/number-of-smartphone-users-in-china/
03
In 2024, India had 974.4 million smartphone usershttps://www.statista.com/statistics/201183/number-of-smartphone-users-in-india/
04
Mobile share of web traffic is 55.3% globally (2024)https://gs.statcounter.com/platform-market-share/desktop-mobile/worldwide
05
Desktop share of web traffic is 44.7% globally (2024)https://gs.statcounter.com/platform-market-share/desktop-mobile/worldwide
06
Google Search ads are served on mobile and desktop; mobile share impacts CTR (benchmark)https://www.thinkwithgoogle.com/intl/en-1541/
07
In the U.S., mobile web traffic share is 57.2% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/united-states
08
In the UK, mobile web traffic share is 59.9% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/united-kingdom
09
In Germany, mobile web traffic share is 49.6% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/germany
10
In France, mobile web traffic share is 55.1% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/france
11
In India, mobile web traffic share is 67.6% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/india
12
In Brazil, mobile web traffic share is 66.1% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/brazil
13
In Japan, mobile web traffic share is 66.0% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/japan
14
In Korea, mobile web traffic share is 71.5% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/korea-south
15
In Russia, mobile web traffic share is 52.2% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/russian-federation
16
In Turkey, mobile web traffic share is 61.8% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/turkey
17
In Spain, mobile web traffic share is 60.8% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/spain
18
In Italy, mobile web traffic share is 57.3% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/italy
19
In Netherlands, mobile web traffic share is 49.9% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/netherlands
20
In Sweden, mobile web traffic share is 55.9% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/sweden
21
In Australia, mobile web traffic share is 62.6% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/australia
22
In Canada, mobile web traffic share is 62.2% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/mobile/canada
23
In U.S., desktop share is 42.8% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/desktop/united-states
24
In UK, desktop share is 40.1% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/desktop/united-kingdom
25
In Germany, desktop share is 50.4% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/desktop/germany
26
In India, desktop share is 32.4% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/desktop/india
27
In Japan, desktop share is 34.0% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/desktop/japan
28
In Korea, desktop share is 28.5% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/desktop/korea-south
29
In Russia, desktop share is 47.8% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/desktop/russian-federation
30
In Turkey, desktop share is 38.2% (as of latest StatCounter month)https://gs.statcounter.com/platform-market-share/desktop/turkey
Interpretation
Devices, Platforms & Geography Interpretation
In the Devices, Platforms & Geography view, mobile dominates search behavior with 55.3% of global web traffic, aligning with the huge scale of smartphone users across key markets like China’s 1.02 billion in 2024, the U.S.’ 324.9 million, and India’s 974.4 million, which is why mobile share can strongly influence search ad performance through CTR.
06 · Category
Seo & Outcomes30 stats
01
In 2022, “Generative AI” use in marketing increased; for search, 64% of marketers said they will use generative AI in the future (survey)https://www.hubspot.com/state-of-marketing
02
HubSpot survey: 34% of marketers already use generative AIhttps://www.hubspot.com/state-of-marketing
03
Backlinko: featured snippets steal 8.6% of clicks (percentage)https://backlinko.com/featured-snippet-stats
04
The average Google first-page result has 3.8x more backlinks than results in positions 2-10 (Backlinko)https://backlinko.com/search-engine-ranking
05
Backlinko: top-ranking pages have significantly more referring domains (e.g., median 3.8x)https://backlinko.com/search-engine-ranking
06
Backlinko: content length for top results averages 1,447 wordshttps://backlinko.com/google-ranking-factors
07
Backlinko: Google CTR decreases sharply after the first result, with top result ~31.7% (study)https://backlinko.com/google-ctr-stats
08
Ahrefs: 91% of web pages get no traffic from Google (Ahrefs)https://ahrefs.com/blog/no-traffic-pages/
09
Ahrefs: 0 backlinks pages get no traffic; 95%? (as per study)https://ahrefs.com/blog/no-traffic-pages/
10
Ahrefs: only 5.7% of pages get traffic from Googlehttps://ahrefs.com/blog/no-traffic-pages/
11
Semrush: 75% of users never scroll past the first page (benchmark)https://www.semrush.com/blog/google-ctr/
12
Sistrix: CTR for position 1 is 28.5% (desktop)https://www.sistrix.de/en/blog/ctr-study/
13
Sistrix: CTR for position 2 is 15.8% (desktop)https://www.sistrix.de/en/blog/ctr-study/
14
Sistrix: CTR for position 3 is 11.2% (desktop)https://www.sistrix.de/en/blog/ctr-study/
15
Sistrix: CTR for position 4 is 8.4% (desktop)https://www.sistrix.de/en/blog/ctr-study/
16
Sistrix: CTR for position 5 is 6.9% (desktop)https://www.sistrix.de/en/blog/ctr-study/
17
Moz: 53% of trackable clicks go to top 3 results (organic)https://moz.com/blog/ctr-by-position
18
Google: “Mobile-first indexing” is the default for most siteshttps://developers.google.com/search/docs/crawling-indexing/mobile-first-indexing
19
Google: “Page experience” is composed of multiple metrics including Core Web Vitalshttps://web.dev/explore/learn-core-web-vitals/
20
Google PageSpeed Insights defines Core Web Vitals: LCP should be <=2.5s for “Good”https://web.dev/vitals/
21
Core Web Vitals: INP should be <=200ms for “Good”https://web.dev/vitals/
22
Core Web Vitals: CLS should be <=0.1 for “Good”https://web.dev/vitals/
23
Google Search Central: “Noindex” directive prevents indexinghttps://developers.google.com/search/docs/advanced/robots/
24
Google Search Central: canonical tag helps consolidate duplicateshttps://developers.google.com/search/docs/specialty/crawling-indexing/consolidate-duplicate-urls
25
Google Search Central: sitemap submission helps discoveryhttps://developers.google.com/search/docs/advanced/sitemaps/overview
26
Search Engine Land: first page results get 91.5% of search traffichttps://www.searchenginejournal.com/first-page-google-results-study/
27
Search Engine Land: top 3 organic results get 54.4% of clickshttps://www.searchenginejournal.com/first-page-google-results-study/
28
Backlinko: most common title length for top results is 50-60 characters (study)https://backlinko.com/meta-description-length
29
Backlinko: image file size best practice for SEO (not traffic) average 202KB (benchmark)https://backlinko.com/website-speed/
30
Google: “Rich results” require structured data, with eligible enhancements defined by Search Galleryhttps://developers.google.com/search/docs/appearance/structured-data/
Interpretation
Seo & Outcomes Interpretation
For the Seo & Outcomes angle, the data suggests that marketing is accelerating toward generative AI with 64% of marketers planning to use it in search, while classic ranking drivers still matter because top Google results average 1,447 words and have 3.8x more backlinks than positions 2 to 10, likely influencing click outcomes even as featured snippets capture 8.6% of clicks.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Diana Reeves. (2026, February 13). Search Engine Usage Statistics. Gitnux. https://gitnux.org/search-engine-usage-statistics
MLA
Diana Reeves. "Search Engine Usage Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/search-engine-usage-statistics.
Chicago
Diana Reeves. 2026. "Search Engine Usage Statistics." Gitnux. https://gitnux.org/search-engine-usage-statistics.
Sources & references
105 datasets cited across this report
+77 additional datasets cited (not shown individually)