Posted on
November 8th, 2012

Google’s UK market share drops to below 90%

Figures released in October by Experian Hitwise, a company that monitors web traffic, suggest that of all searches of the web made in the UK, 89.33% were made using Google.

This dip puts Google at its lowest percentage of market share in five years.

Microsoft’s Bing, which is Google’s main rival, now has 5 % of the market share – the Windows 8 operating system, which was recently launched by Microsoft has Bing installed by default instead of Google. Ask has the third largest market share in the UK.

Luca Paderni, an analyst from Forrester Research said “In the UK, Bing has been using very aggressive tactics of promotion for the last few months, in preparation for the Christmas season.

“But Google is still dominant, and we would need to see a trend over more months to call it a consistent decline.”

Despite Google’s dominance around the world, a number of alternative search engines have managed to get ahead in their home markets. In Russia, Yandex is the leading search engine with Google in second place and in China, Baidu is in the number one spot.

Mr Paderni believes that for Google’s competitors to improve their chances of rivalling the search giant in Europe, they would need to concentrate on services other than the general purpose search. “There’s increasingly more space for search services specialising in specific industries or topics,” he said.

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