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Search engine markets shares in Asia

Latest update: Our trilogy on search engine research is now complete. Take a look what we found out about search engine market shares in Asia for 2012 and 2013

Update: Here is my latest post about Asian search engine market shares (2009/2010)

Recent global market shares of search engines (I/2008, netapplications.com):

global-search-engine-market-share

Broken down into Asian countries, Google’s markets share looks like this:

google asia market shares

I did some research and compared the positions of the search engines in the following Asian markets. If available I added the rough percentages in market share, sometimes the available numbers vary really heavily. Total percentage per country can exceed 100% as users use more than one search engine (depends on the source). Anybody got better, more accurate or additional numbers, just post them, I’ll update the chart.

Country No.1 % No.2 % No.3 %
China Baidu +60% Google 20% Yahoo 10%
Taiwan Yahoo 60% Google 18% MSN 10%
Hongkong Yahoo Google 25%
Japan Yahoo 65% Google 25% -
South-Korea Naver 75% Daum 10% Yahoo 5%
Singapore Google 57% Yahoo 20% -
India Google 80%
Malaysia Google 51% MSN
Vietnam Google 90% Bamboo Yahoo
Philippines Yahoo 85% Google MSN

It is very obvious that Google’s global market share is nurtured by high market shares in the US and EU. In some parts of Asia local search engines and Yahoo are often preferred. Why is that?

Possible reasons:

  • missing language adaptation, Google mainly dominates English-speaking countries
  • poor management skill, read the comments of this article
  • local search engines better serve the desires of the search engine users. Example: Naver in Korea with a total different search result page layout that’s been copied by Google

It is also interesting that e.g. in Vietnam Google is the market leader whereas in the Philippines Yahoo obviously leads the market. And both countries are not English language dominated, I suppose. Any explanations for that?

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14 Comments  comments 

14 Responses

  1. David Temple

    Great post, I’ve been trying to get some of those Asia search numbers myself so good job in gathering them. Those numbers look pretty to close to what I have and I don’t have any to add but I’m still looking. thanks, dt

  2. diederik bijlsma

    nice overview indeed, regarding your question about philippines, the country’s second language is english, I think that in urban areas 90% of the people speak english almost fluent. Vietnam I cannot explain with 100% certainty but I read on wikipedia that english is second language and obligatory on schools nowadays.

  3. RedThumb

    It could also has something to do with the first-mover advantage in any countries although it does not necessarily always apply. For example, ebay entered China way before China’s local-grown counterpart (i.e. TaoBao), yet TaoBao eventually beat ebay by thousand miles. I personally don’t think there are certain universal reasons that apply to all countries on why a certain search engine wins over the other search engines. In fact, each win-over case would allow us to write a few pages of its behind-the-scene story.

  4. Great numbers! I am searching for some now myself.

    Did you get any newer/better numbers lately?

    I did an interview with Employee number 2 at Yahoo in Hong Kong about why they succeeded against Google. Will be posting it shortly.

  5. admin

    No better numbers so far, they are really hard to find. Looking forward to your post. Will check your blog regularely.

  6. James

    thanks for the information. However, I am a bit skeptical on the statistic on Google in Malaysia is only 51 %. I think it should be at least 60 % because most of the people I know , they are using Google rather than Yahoo

  7. อบรมseo

    Excellent! Thanks for doing this…it’s really nice to know that I’m not alone on a lot of these things.

  8. David

    The reason why Yahoo has the highest market share in Taiwan is because Yahoo acquired Kimo in year 2000 (http://docs.yahoo.com/docs/pr/release643.html). Kimo was the #1 search engine in Taiwan before the acquisition

  9. [...] Online Marketing in China vient de publier les dernières estimations des moteurs de recherche. Le graphique ci-dessus fait référence au marché mondiale quand les tableaux suivants s’intéressent aux marchés asiatiques. [...]

  10. seo

    Very interesting post – I’m definitely going to bookmark you! Thank you for your info

  11. it services los angeles

    More people need to read this and understand this aspect of the story. I cant believe you’re not more popular.

  12. Paco Wilson

    Maybe the data should be revised. The shares for Baidu maybe reach to almost 73%. And google already lost the 20% share in China.

  13. Brooke Spilberg

    Great post. I do show slightly different numbers from iResearch (2011). See this post here for more information: http://articles.businessinsider.com/2011-10-27/tech/30326841_1_baidu-iresearch-sohu

    I have also learned that Yahoo Japan now uses Google technology and backend. Do you know of any others that do the same?
    -Brooke

  14. [...] was about time to create no. 3 of our Asian search engine market share series (no.1, no.2) . Most of the data is from late Q4 2012 and as such also valid for the beginning of 2013. We [...]

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