Search engine markets shares in Asia
Posted on April 8, 2008
Filed Under online marketing | 10 Comments
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):
Broken down into Asian countries, Google’s markets share looks like this:
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% | 20% | Yahoo | 10% | |
| Taiwan | Yahoo | 60% | 18% | MSN | 10% | |
| Hongkong | Yahoo | 25% | ||||
| Japan | Yahoo | 65% | 25% | - | ||
| South-Korea | Naver | 75% | Daum | 10% | Yahoo | 5% |
| Singapore | 57% | Yahoo | 20% | - | ||
| India | 80% | |||||
| Malaysia | 51% | MSN | ||||
| Vietnam | 90% | Bamboo | Yahoo | |||
| Philippines | Yahoo | 85% | 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?
Tags: asia, baidu, google, search engine, yahooRelated posts
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10 Responses to “Search engine markets shares in Asia”
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Stefan is Managing Director of 3digitalminds Co., Ltd., a China Internet marketing agency and SEO company. He shares thoughts and experiences about online marketing in China, China SEO and Chinese PPC.Contact
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
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.
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.
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.
No better numbers so far, they are really hard to find. Looking forward to your post. Will check your blog regularely.
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
Excellent! Thanks for doing this…it’s really nice to know that I’m not alone on a lot of these things.
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
[...] 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. [...]
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