Most Popular Search Engines by Country for 2025

Looking for the most popular search engines by country? We'll break down the leading search engines in various nations, showing how Google, Baidu, Yandex, and others dominate different markets.

Search engine popularity overview

There may be dozens of search engines, but the market is dominated by just a few titans. Here's a quick breakdown of each region's dominating engine and how much of the market share they hold at the time of writing.

• Google remains a search engine market leader for users’ online search habits, commanding a massive share of the global market despite increasing competition.
• ‘Google’ was the most frequently searched term on its own platform, highlighting its unparalleled influence.
• Regulatory scrutiny has intensified towards Google, particularly in Europe, where it faces substantial antitrust fines.
• Bing, positioned as Google’s nearest rival, holds a market share of around 4.01% across all devices.
• Bing’s market share is supported by its integration of AI features in search results.

However, the search engine world is far from uniform across different countries. In China, Baidu is the dominant player, while in Russia, Yandex reigns supreme. Each market has its unique characteristics and preferred search engines, reflecting local preferences and technological developments.

This overview provides a foundation for examining the most popular search engines and major search engines, including top search engines, by country and other countries.

United States: Google’s stronghold

In the United States, Google continues to dominate the search engine market with an undeniable presence. As of September 2024, Google holds a whopping 88.01% share of the U.S. search engine market.

The vast majority of users in the United States rely on Google to track users for their search needs, making it the most popular search engine by a wide margin.

This is particularly evident in mobile searches, where Google’s market share stands at an impressive 95.17%. On desktops, Google retains a majority market share of 76.38%, showcasing its stronghold across different devices.  Furthermore, Google’s average traffic share per month in the U.S. is a staggering 91.03%

This dominance highlights Google’s technological prowess and its deep integration into the daily lives of American users, as reflected in search engine stats.

Despite Google’s overwhelming presence, other search engines like Bing and Yahoo! also maintain a foothold in the U.S. market. Bing’s market share in the U.S. as of September 2024 is 7.01%, positioning it as the second-largest search engine in the country.

Yahoo!, less dominant, still holds a market share of 2.54%, showing its continued, long-standing relevance.

Google's widespread popularity will likely continue with no signs of stopping well into the future.

China: Baidu’s dominance

In China, Baidu reigns supreme. As of November 2024, Baidu’s market share was recorded at 54.36%. However, this represents a decline from the previous year, where its market share stood at 68.52%.

Despite this decrease, Baidu remains the top search engine in China, with stark competition from other players, like Bing, and emerging platforms.

Baidu’s dominance is strong with mobile users, with a substantial market share of 67.99%. The search engine offers unique features, such as search capabilities for various Chinese dialects, catering to the linguistic diversity of the Chinese market.

This makes Baidu both the most popular search engine in China and a culturally attuned platform that resonates with local users.

Japan: Google vs. Yahoo!

In Japan, the search engine market is characterized by a competitive landscape between Google and Yahoo!. As of May 2025, Google commands approximately 82.1% of the market share, making it the dominant search engine in the country.

Google’s comprehensive search capabilities and user-friendly interface are major factors in its popularity, and garnered widespread adoption among Japanese users.

Yahoo!, on the other hand, holds around 8.9% of the market share, which is more than double its share in the U.S market. Bing, though less prominent, accounts for about 7% of the market, showcasing a minor yet notable presence in the context of Bing vs. Google.

The rivalry between Google and Yahoo!/Bing showcases the unique dynamics of the Japanese market, where both international and domestic players vie for users’ attention.

Germany: Google’s market leadership

Germany’s search engine market is undoubtedly led by Google, which holds an impressive 86.66% market share as of May 2025. This lead is even more pronounced in mobile web searches, where Google accounted for over 96% of the market as of March 2024.

In the German market, the search engines and their market shares are:

• Bing: 6.08%
• Yandex: 2.88%
• DuckDuckGo: 1.51%
• Yahoo!: 1.45%
• Ecosia: 1.04%

Despite their smaller shares, these alternative search engines contribute to the diversity of the search engine market in Germany.

The German market features a mix of dominant and niche players, with Google leading the pack. This diverse landscape highlights the importance of understanding regional preferences and geographic locations, as well as the competitive dynamics within different search engine markets.

United Kingdom: Google’s near monopoly

In the United Kingdom, Google holds a near-monopolistic market share, reported at 93.36% as of May 2025. This overwhelming dominance highlights Google’s deep integration into the daily online activities of UK users.

Despite a slight decline in traffic by 2.54% from January to December, Google continues to be the number one search engine in the UK.

Bing, the second-largest search engine in the UK, holds an average market share of 5.06% during the year. Yahoo! and DuckDuckGo account for 1.41% and 0.68% of the market share, respectively, indicating niche but notable user bases.

Google’s supremacy in the UK is a testament to its robust search capabilities and user loyalty.

India: Google’s unchallenged position

India’s search engine market is overwhelmingly held by Google, which holds a market share of 97.17% as of May 2025. With such a commanding presence, India Google is the most used search engine in India by a huge margin.

Bing, the second-largest search engine in India, holds a mere 1.34% of the market share, indicating minimal competition.

Other search engines, such as DuckDuckGo, Yahoo!, and Yandex, have market shares below 1%. The Indian market exemplifies Google’s unparalleled influence in the search engine market.

Russia: Yandex’s reign

In Russia, Yandex is the reigning search engine, holding a market share of 76.3% as of May 2025. Yandex’s position as the top search engine in the country is largely due to its catering to the specific needs and preferences of Russian users.

Google’s presence in Russia, though significant, accounts for just 21.62% of the market.

The competition between Yandex and Google showcases the unique dynamics of the Russian search engine market. Yandex’s reign is a testament to its ability to adapt to to local preferences and maintain a strong user base.

Brazil: Google’s Command

In Brazil, Google commands the search engine market with a remarkable 91.88% share as of May 2025. This is a clear indication of Google’s widespread adoption and trust among Brazilian users.

Bing, the second-largest search engine in Brazil, holds a minor share of around 5.94%, showcasing a significant gap between the two.

Yahoo! accounts for about 1.64% of the search engine market in Brazil, while Yandex, DuckDuckGo, and Ecosia have even smaller shares.

South Korea: Google vs. Naver

In South Korea, the search engine market is characterized by competition between Google and Naver. As of 2024, Google commands approximately 51.3% of the market share, making it the top search engine in the country.

Naver, the leading domestic search engine, holds around 42.3% of the market share, highlighting its strong presence in the South Korean market.

The competition between Google and Naver showcases the unique dynamics of South Korean Internet usage. Local platforms like Naver continue to play a crucial role, catering to the specific needs and preferences of Korean users.

France: Google’s supremacy

In France, Google maintains a position of supremacy, holding an 87.68% share of the search engine market as of May 2025.

Bing accounts for 5.22% of the French search engine market share, indicating a notable but limited presence.

Google’s supremacy in the French market underscores its role as the number one search engine, far outpacing its competitors in many regions of the world.

Italy: Google’s prominence

In Italy, Google dominates the desktop search engine market with an impressive market share of 88.27% as of March 2024.

Bing and Yahoo! are significantly behind Google in Italy, holding market shares of 8.22% and 2.47%, respectively.

Google continue to flex its prowess throughout Europe, with other engines trailing far behind in most areas.

Canada: Google’s Dominance

In Canada, as of May 2025, the search engine market shares are as follows:

• Google: 89.5%
• Bing: 6.55%
• Yahoo!: 2.04%
• DuckDuckGo: 1.34%
• Yandex: 0.32%

Google obviously continues to outpace other search engines in Western society, which is a true testament to their strong branding and user experience.

Spain: Google’s control

In Spain, Google holds a commanding market share of approximately 94.26%, making it the dominant search engine in the country.

Bing, the second-largest search engine in Spain, captures only about 3.59% of the market, showcasing a massive gap between the two.

Other search engines like Yahoo! and DuckDuckGo have minimal presence in Spain, with market shares of 1.19% and 0.51%, respectively.

Yandex and Ecosia together account for less than 0.5% of Spain’s search engine market.

Google’s control over the Spanish market testifies to its comprehensive search capabilities and user loyalty; thus, Google remains a dominant player.

Australia: Google’s prevalence

In Australia, Google controls the search engine market with a remarkable 94.567% share. On Android devices, Google’s market share reaches 97.541%, greatly surpassing competitors.

Mobile searches account for 58% of all searches in Australia, with Google maintaining a dominant 96% share in this category.

Mobile devices are a significant factor in this trend, as Bing holds the second position in the Australian market with a share of 3.078%, while DuckDuckGo ranks third, capturing 1.344%.

Mexico: Google’s influence

In Mexico, Google holds a substantial market share of 89.47% for 2025. This marks a notable increase in Google’s lead over the past few years, accentuating its profound influence in the Mexican search engine market.

Bing’s share of the market in Mexico for 2025 is 8.08%, while Yahoo! holds a 1.84% share.

With Google maintaining a substantial lead, the competition from other engines like Bing and Yahoo! is minimal, and other engines aren't even used enough to be recorded in these statistics.

Summary

Reflecting on the global search engine landscape of 2025, it’s clear that Google continues to hold the nearly undivided attention of many markets across the world.

From the United States to Australia, Google’s presence is formidable, often holding over 90% of the market share.

However, the landscape is not entirely homogeneous. In countries like China and Russia, local giants such as Baidu and Yandex lead the market, which is often the result of these search engines catering to regional preferences and providing tailored search capabilities.

This comprehensive overview shows the fluid nature of the search engine market, where competition varies significantly across different regions. Understanding these nuances is crucial for anyone involved in digital marketing, SEO strategies, or simply navigating the global web.

As we move forward into 2026 and beyond, these insights will remain invaluable in adapting to the ever-changing online world, where AI and search engine adaptations may vastly influence the landscape we've grown accustomed to.

Using geotargeting to boost search engine performance

Geotargeting is a powerful strategy that can mamssively improve your visibility on the most popular search engines by country.

By tailoring your website content and SEO efforts to specific geographic locations, you can better meet the needs and preferences of local users.

Geotargeting involves customizing keywords, language, and even domain settings - such as using a country-specific ccTLD, or a cn domain for China - to align with the search behaviors and cultural nuances of each region.

Implementing geotargeting helps search engines like Google, Baidu, Yandex, and Naver deliver more relevant results to users based on their location, increasing the likelihood of higher rankings and increased traffic.

For international SEO, geotargeting ensures that your content is appropriately indexed and served to the right audience, improving engagement and conversion rates.

Moreover, geotargeting supports compliance with local regulations and improves user experience by providing region-specific information, offers, and services.

Combining geotargeting with other SEO best practices, such as hreflang tags and local business listings, can amplify your search engine market share in targeted countries and regions, making your digital marketing efforts more effective and efficient.

Tools like Geo Targetly simplify the process of implementing geotargeting by offering solutions that detect user locations and dynamically adjust website content, redirects, and language settings accordingly.

Geo Targetly lets marketers create personalized experiences for visitors based on their geographic location, helping to boost SEO performance on international search engines and improve user engagement.

By integrating Geo Targetly into your digital marketing strategy, you can efficiently manage multiple geotargeted campaigns and be sure that your website aligns with the preferences and expectations of users across different countries.

If you want to start delivering personalized, relevant content to a global audience, try Geo Targetly free for 14 days and see the difference for yourself.

Frequently Asked Questions

Which search engine dominates the global market in 2025?

Google will continue to dominate the global search engine market in 2025, maintaining significant market shares across various countries, including the United States, United Kingdom, India, and Brazil.

What is the leading search engine in China?

Baidu is the leading search engine in China, commanding a significant market share of 54.36%.

Are there any notable competitors to Google in South Korea?

Naver stands out as a significant competitor to Google in South Korea, commanding approximately 42.3% of the market share. This demonstrates Naver's strong presence in the local search engine landscape.

How is AI impacting the search engine landscape?

AI-powered search engines and features are increasingly influencing how users find information online. Platforms like ChatGPT and Perplexity have started generating referral traffic to websites, complementing traditional search engines.

Major search engines such as Google and Bing are integrating AI capabilities to enhance search results with AI-generated answers.

This shift presents new opportunities for businesses to gain visibility through AI-driven search results and highlights the importance of adapting SEO efforts to include AI search technologies.