The search war is on! Google's market share shrinks

The search war is on!

A recent study by Adobe reveals that 2 in 5 Americans now use TikTok not only for entertainment but also as a search engine. While Gen Z leads this trend, Millennials and Gen X are also on board.

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This marks a historical shift in Google's dominance in the search engine market.

In fact, TikTok isn't the only emerging competitor. The study indicates that over 1 in 10 consumers used ChatGPT to search for information they would typically find on Google.

Ai chatbots, especially those capable of web searching like Perplexity or Microsoft Copilot, are becoming extraordinary competitors to traditional search engines.

Even Bing itself is likely to increase its relevance since ChatGPT often refers to it.

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Although Google remains the clear leader, its market share is visibly declining in Europe, particularly on Desktop. At the same time, Bing's market share on Desktop rose from 8.5% in January 2022 to 11% in December 2023.

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Keep in mind that in the huge search engine market, every percentage point is a big deal!

This shift represents an incredible challenge, but also an opportunity for marketers quick enough to adapt to the new changes. SEM will inevitably evolve, but how exactly it’s still too early to tell.