Google Top Worldwide Search Engine; Baidu Beats Microsoft

comScore has released new figures looking at the most popular search engines worldwide. Google tops the list, with nearly five times as many searches as nearest competitor Yahoo. But the worldwide list does focus attention on some non-US based search players like Baidu and NHN, which owns Korea’s Naver. It also shows Asia-Pacific as the region with the most searchers and searches happening.

Here’s the list, with figures rounded, showing the number of searches that happened in August 2007 on each search network:

  1. Google Sites: 37.1 billion (5 billion at YouTube)
  2. Yahoo Sites: 8.5 billion
  3. 3.3 billion
  4. Microsoft Sites: 2.2 billion
  5. NHN Corporation: 2.0 billion
  6. eBay:1.3 billion
  7. Time Warner Network [AOL]: 1.2 billion
  8. Ask Network: 743 million
  9. Fox Interactive Media: 683 million
  10. Lycos, Inc: 441 million

I find it odd that eBay is included in the list. Yes, people search on eBay, but not in the same "mode" or general purpose that they do at a regular search engine. It makes the list as being one of 50 worldwide properties where "search activity" is observed — i.e., someone did a search of some type, according to my reading. Also, of Google’s 37.1 billion, 5 billion came from eBay.

Also interesting is that Microsoft –which is seen in a war against Google – again is shown as playing catch-up, not just against Google, but also Yahoo and Chinese search powerhouse Baidu.

Worldwide, there were 61 billion searches. Here’s the breakdown by region:


Unique Searchers


Per Searcher

Asia-Pacific 258 million 20.3 billion 78.7
Europe 210 million 17.8 billion 85.1
North America 206 million 16 billion 77.4
Latin America 50 million 4.8 billion 95.7
Middle East - Africa 31 million 2.1 billion 69.8
Worldwide 754 million 61 billion 80.9

Highlights from the chart:

  • Asia-Pacific has both more unique searchers and actual searches happening. Of course, that region also likely has more people overall. Perhaps later I’ll do a look at the searchers versus overall population angle.
  • Latin American searchers do more searches per person than other markets, though no explanation of why is given

Also see a discussion on Techmeme here.

Related Topics: Channel: Strategy | Stats: Popularity


About The Author: is a Founding Editor of Search Engine Land. He’s a widely cited authority on search engines and search marketing issues who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

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