Search engines ranked by market share in Italy 2019

As of December 2019, Google was the most popular search engine in Italy, with a 93.18 percent share of the search engine market. Considering the same period, Bing only reached 4.47 percent of the market share, while Yahoo! reached 1.44 percent. Furthermore, in November 2019 93.29 percent of desktop search traffic in Italy originated from Google.

Internet, a growing habit

Along with the increased Google usage, the use of the Internet has grown altogether. The share of individuals using the internet in Italy has faced a permanent growth, passing from 34.1 percent in 2006, to 68.5 percent in 2018. The frequency of Internet usage in Italy has also increased. In detail, the share of Italians using the Internet daily, has increased, from 40.3 percent in 2015, to 52.1 percent in 2018. Nevertheless, 30.6 percent of the respondents in 2018 answered that they do not use the Internet at all.

Regional differences

Even though the Internet usage in Italy is constantly growing in every region, the share of Internet users is not identical in every geographical area of Italy. There is a slightly higher share of Internet users in Northern Italy than in the other regions, with approximately 72 percent of the population in 2018. The southern region had the lowest share of Internet users, with close to 62 percent in 2018.

Market share held by the leading search engines in Italy as of December 2019

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Release date

January 2020



Survey time period

December 2019

Supplementary notes

StatCounter calculates the statistics based on more than 15 billion hits online per month from more than 3 million member sites worldwide.
Remaining market shares attributed to other search engines.
Data accessed and published: January 2020.

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