The latest stats from Hitwise show that Google is closing in on 90% of the total search demand in the UK. In June 2007, Google accounted for 78.28% of the total search market in the UK. At the end of September this figure is now 87.58%. However, the other major search providers are not enjoying the same success in the UK. Yahoo! has dropped to a market share of 3.22% from 8.58% in 2007. Ask has fallen from 4.96% to 2.59% and MSN has seen its search engine market share diminish from 5.46% in June 2007 to 3.7% in June 08 and it is no longer counted in the top 4 UK search engines at the end of September 2008.
Globally, Google accounts for around 78% of all search demand. So the UK market is a particular success story for Google. Indeed, in February 2008 Google replaced the BBC as the UK’s most popular brand, according to a survey conducted by Superbrands. It seems that in the UK ‘Googling’ is now a term synonymous with using a search engine in the same way that ‘hoovering’ means to use a vacuum cleaner. The market share is edging ever closer to 90%, so is the question really when will it surpass this threshold? If Google continues to grow its UK market Share at the same rate, then we can expect it to establish its market share above 90% in 2009.
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