Headshot of Giacomo Iotti, a B2C digital marketing manager who likes to write about digital news and trends.

Marketing & Tech News and Ideas

The search war is on! Google's market share shrinks

Google's dominance in the search engine market is seriously under threat. Its rivals are TikTok and Ai chatbots.The search war is on! Google's market share shrinks

The search war is on!

A recent study by Adobe reveals that 2 in 5 Americans now use TikTok not only for entertainment but also as a search engine. While Gen Z leads this trend, Millennials and Gen X are also on board.

 2 in 5 Americans now use TikTok not only for entertainment but also as a search engine.
See full report here.
The short video format is more informative and digestible
See full report here.

This marks a historical shift in Google's dominance in the search engine market.

In fact, TikTok isn't the only emerging competitor. The study indicates that over 1 in 10 consumers used ChatGPT to search for information they would typically find on Google.

Ai chatbots, especially those capable of web searching like Perplexity or Microsoft Copilot, are becoming extraordinary competitors to traditional search engines.

Even Bing itself is likely to increase its relevance since ChatGPT often refers to it.

1 in 10 consumers mentioned they used ChatGPT as a search engine, instead od Google.
See full report here.

Although Google remains the clear leader, its market share is visibly declining in Europe, particularly on Desktop. At the same time, Bing's market share on Desktop rose from 8.5% in January 2022 to 11% in December 2023.

Google is losing market hare in Europe on desktop
Source: Statcounter
Bing is gaining market share in Europe on desktop
Google is losing marketing share in Europe on mobile.
Bing has a small market share on mobile.

Keep in mind that in the huge search engine market, every percentage point is a big deal!

This shift represents an incredible challenge, but also an opportunity for marketers quick enough to adapt to the new changes. SEM will inevitably evolve, but how exactly it’s still too early to tell.

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