Leading search engines in the Netherlands 2018-2024, by market share

In March 2024, Google search engine had a market share of 91.94 percent in the Netherlands across all devices. Bing ranked second, holding a market share of 4.51 percent. Meanwhile, DuckDuckGo and Yahoo! held smaller market shares of 1.05 percent and 0.78 percent each. Additionally, Google’s high popularity is probably one of the reasons why many Dutch B2B marketers tend to use Google AdWords for their digital advertising.

Google products have the highest reach in the Netherlands

According to a ranking of 15 online brands with the highest monthly reach in the Netherlands, Google products could be found as five different entries: the Google brand itself, excluding YouTube (in first place), Google Search (third), Google Maps (sixth), Gmail (eighth) and Google Play (14th). Roughly 87 percent of Dutch individuals visited the Google Search at least once a month at the end of 2018.

Gmail more popular than other e-mail providers

Both Gmail and Hotmail (Outlook.com) ranked among the most popular e-mail providers in the Netherlands in 2018. Google’s free email service saw an increase in its use, whilst domestic e-mail providers from companies as KPN or Ziggo saw a decrease.