Brand advertisers are reviewing their organic and paid search strategies in response to web users turning away from Google.
According to an estimate from Statcounter, Google’s share of the search engine market dropped to 89% at the close of 2024, the first time it had fallen below 90% in 10 years.
Google’s market share decrease belies big changes in the way that users search for information online. Today’s consumers use a wider variety of search tools than they did in previous years, from TikTok to Perplexity to Amazon, depending on their goals. Research published by Omnicom in January suggested clients accordingly consider investing their search across a more diverse set of channels.
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