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Understanding the global search market

The fine folks at Multlingual Search have published a report on the state of the search engine markets in more than a dozen countries.

This report is a quick read and, best of all, it’s free. You can download it here.

The most interesting takeaway is something I’ve been writing about on this blog — that while Google is by far the leading search engine globally, it still does not lead in a number of key markets, namely China, Russia, Estonia, Czech Republic, and South Korea.

According to this report, Google did not even make the list of top three search engines in South Korea; I’m wondering if Google’s recent redesign of its Korea site is beginning to help it make up ground.

Somewhat related is a new press release from comScore that “found that more than 750 million people age 15 and older – or 95 percent of the worldwide Internet audience – conducted 61 billion searches worldwide in August, an average of more than 80 searches per searcher.”

Here is the breakdown of these searches by region:


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John Yunker
John is co-founder of Byte Level Research and author of Think Outside the Country as well as 14 annual editions of The Web Globalization Report Card. He is also co-founder of Ashland Creek Press.
John Yunker
John Yunker

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2 thoughts on “Understanding the global search market

  1. Thanks for the kind words about the report John. As you say one of the most interesting things for me was the number of country markets where Google is not the leader, 5 out of the 17 surveyed. 10 out 15 also had a local competitor in 2nd or 3rd place.

    It will be very interesting to look back on this report in a year’s time and see how these positions have changed.

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