Study: Google Search Share Slips Below 90% In The UK In October

Only 89.33% of internet searches in the UK were conducted on Google sites last month, according to Experian Hitwise. It’s the first time in the last five years that Google search market share in the UK has ever dipped below 90%.

While Google’s share dropped, other players — especially Microsoft’s Bing — picked up market share. Bing grew to encompass 4.71% of all searches, which was a 2012 peak for the engine. Experian Hitwise suspects that October’s launch of Windows 8 — which uses Bing as the default search engine — may have been a factor in Bing’s share increase.

Yahoo sites and Ask sites, along with other search engines, grew share in October, as compared to the previous month.

Needless to say, Google still has a commanding lead in search in the UK. Experian Hitwise said 18 times more searches are conducted on Google sites than on all other search engines combined.

Related Topics: Ask: Web Search | Channel: Strategy | Google: Web Search | Microsoft: Bing | Stats: Hitwise | Stats: Search Behavior | Stats: Size | Top News


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  • misterweb SEO

    This needs to continue, a monopoly on ‘search’ is not healthy for the internet. Searchers need more choice and to understand they have choice and businesses need more than 1 source of search traffic, more than ever before, with Googles rampage against sites that do no evil but get punished in their results anyway.

  • Tim Acheson

    This is a timely reminder of Google’s profound vulnerability.

    Windows is important enough to have a significant impact. And Windows 8 has only just launched! Adoption rates of new versions of Windows start slowly for a long period and then grows steeply. In a way, Windows made Google. As Google rose to success, almost 100% of their users have been on Windows. And Mac has still barely scraped past 5% market share. How ironic, when Google famously refuses to acknowledge the role of Microsoft in technology (in their “Gang of Four” corporate propaganda model).

    Google is fundamentally a one-trick pony. The corporation led the way in search at a pivotal moment, in the early days of the web when the alternatives were extremely poor and usage was exploding.

    However, Google has been dining out on search ever since, spending the cash on expansion — mostly acquisitions, and imitation more than innovation. This includes their simple advertising service, propelled to popularity on the back of their monopoly in search, but it grows less and less profitable as the web evolves leaving Google behind.

    Google is still overwhelmingly reliant on search for its performance as a business, and indeed for its identity as a tech giant in the public eye.

    However, search was launched a decade ago and the web has moved on while has barely changed. Thus, for example, Facebook overtook Google as the most popular website some time ago.

    Google is a dinosaur of the old web. It is overrated and over-valued, facing a future of decline.

  • Durant Imboden

    Google may or may not be a “dinosaur of the old Web,” but a drop from 91.02% to 89.33% over the past year doesn’t suggest that the dinosaur will be turning into crude oil in my lifetime.

  • Ajay Jhunjhunwala

    This is obvious that Bing will get more users. Most of the internet user uses Mircorsoft Windows. They will updated to Windows 8 and naturally get Bing as default search engine. A huge percentage of user will use they find first on their desktop or scene. Not to worry Google, rest assured.

  • David Johnstone

    Not so sure – Windows 8 was publicly released on October 26th, so are we saying that just the last 6 days (including 26th) of October contributed to this change in search share for the entire month? If so, then it should get even more pronounced in November. I’m quite surprised Hitwise would suggest that when you consider Yahoo! searches went up nearly as much as Bing (as far as I know, Yahoo! isn’t promoted on Windows 8).

    However, look at the stats – ALL search engines are up apart from Google. This can only indicate a number of Google searchers moving away from Google to try other search engines. A lot of changes have been made to Google’s algorithm this year, and there’s been a lot of criticism of Google’s SERPs by actual searchers (not just disgruntled webmasters).

  • Larry Kim

    i think the key question here is if this is a blip or a trend. as other folks pointed out, 89% is still pretty big.

  • Stephen Sevenyoln

    Google has lots of great things: +, CSE, Site. but Google Search isn’t that great. I’d use Bing or DDG over Google any day

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