Google’s market share will fall if users are allowed to select their default search engine: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 11, 2020, 5:04 PM UTC

In the US, search preference menus would increase non-Google market share to 24.2% from 4.9%.

Almost a quarter of people in the US and UK and 17% in Australia would choose a non-Google search engine if they were allowed the option, a study by rival DuckDuckGo found out. The study said these numbers indicate Google’s use will fall by 20% in the US, 22% in the UK and 16% in Australia.

Around 12,000 participants interacted with a mock-up of a search preference menu. A prominent placement for Google in the menu did not affect the frequency of Google being selected as the default search engine.

For now, the feature is only slated for EU users, where Google fell afoul of regulators. DuckDuckGo is hoping similar studies will spur change in other markets as well.

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