Google Owns 90% Of Search Market In Latin America, comScore Says

It’s pretty well known that Google’s market share is even higher elsewhere than the roughly 65%-70% share it has inside the US. But we don’t often see just how dominant Google’s position is in other countries.

Today, comScore is shedding some light with a new report that estimates Google has more than 90% share of all searches in Latin America. (“Google Sites” includes searches on YouTube, comScore says.)


These are numbers for March, 2011. ComScore measures six markets in Latin America. Of the six, Google’s market share was highest in Colombia (92.2%) and lowest in Argentina (89.4%).

Facebook is the number two search engine in Latin America, barely edging out Microsoft Sites by about 12 million searches (525 million to 513 million).

ComScore also says overall search activity is up across the board in Latin America. All six countries have seen more searches in the past year. Brazil tops the list with 34% more search activity, while Chile’s 7% increase is the smallest gain.

The numbers fit with what’s happening around the world. As we reported earlier this year, there are an estimated five countries where Google isn’t the top search engine. In September 2009, comScore shared “share of time spent” stats that also showed how dominant Google is internationally.

Related Topics: Channel: Strategy | Google: Outside US | Google: Web Search | Stats: comScore | Stats: Popularity | Top News


About The Author: is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • David Phillips

    Would love to see a breakdown of languages used in that 90% market share. Is it 90% Spanish? 75%?

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