Google’s share of online searches is currently on the decline according to Statcounter (via Tuta). For the first time in ten years, Google’s overall market share for online searches has fallen under 90%, with particularly pronounced declines among desktop PC users and in Europe, where the share has slipped below 80%.

Despite still holding a commanding lead in the market, these figures are noteworthy. As Tuta points out, with an estimated five billion internet users, a mere 1% shift translates into 50 million users altering their search preferences.

Currently, Google’s total share of web searches sits at 89.71%. The last time it dipped below 90% was in March 2015, when it held an 89.52% market share.

Looking at the data: Google’s desktop search share has plummeted from 87.65% just a year ago to 79.14% today. In Europe, the situation is even more critical, dipping from 87.08% in May 2023 to 77.78% recently. Reasons for this decline may include a tendency among users in Europe to shift towards non-US tech options and growing concerns regarding the quality of Google’s search results, compounded by an increase in AI-generated content. The overarching sentiment on platforms like Reddit suggests, “Searching anything on Google yields only one or two genuine results per page, with the rest being filled with AI and ad clutter.”

In summary, although Google remains the primary player in search, these figures mark the earliest signs of a potential shift in user behavior and preferences. As the search landscape evolves, these trends could rejuvenate competition and encourage improvements in search quality, fostering a more diverse marketplace.