Online search market in the United Kingdom - Statistics & Facts
Among some of the most important English-speaking online markets worldwide, the United Kingdom provides an affluent and rich environment for search engines to thrive. With millions of pounds invested in search and product advertising – a trend that shows no signs of slowing down – the UK is responsible for almost four percent of Google.com’s worldwide traffic, with its own powerful local domain, Google.co.uk. Globalized and extensive as it is, the search market in Great Britain would not pass unaffected by worldwide trends, especially when demands for higher privacy and accuracy in its search results resonate loudly among its demanding audience.
Google’s flagship position
Despite bumps and earthquakes experienced throughout the world, Google’s trajectory in the United Kingdom remains on the up. Even when experiencing dips in its market share twice since 2015 and feeling the hits of several European Union’s antitrust fines against the company, its search engine remained comfortable as the top player in the country, holding roughly 90 percent of the industry’s market across all devices since 2015, even more on mobile devices.
Second to Google in the United Kingdom is Microsoft’s Bing, with a much smaller but relatively successful market share of almost four percent. However, other search engines also manage to attract larger audiences across the country: Yahoo! remains the third most-visited engine in the UK, while DuckDuckGo and Ecosia also have here some of their biggest shares of overall audiences. On the other hand, the Russian engine Yandex still didn’t seem to catch the interest of users in Great Britain, despite its growth in the European search market.
Apart from information and news consumption, search engines also play an important role for British users when it comes to shopping. Around 60 percent of consumers in the United Kingdom used these tools when deciding which purchases to make, while only 37 percent relied on customer reviews. Meanwhile, consumer electronics, household appliances, and clothing were some of the most online searched products by the British public.
This provides not only a promising field for digital advertising in general: with spendings verging around 13.14 billion GBP 293943 in 2022, search engine advertising represents most of the sector’s revenues in the United Kingdom, outstripping social media, banner, video, and classifieds. Particularly in the case of the UK, most investments in search advertisement prioritize desktop devices, despite the growth of mobile devices for such activities. After skyrocketing in 2021, investments in the sector were expected to grow around 11.7 percent in 2022 and 6.2 percent in 2023.
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