The key to Google’s dominance as the most used search engine is both its ease of use and its ever-presence in Chrome and on mobile devices. While Chrome is the dominant browser, Safari has a significant volume of the US market (31% to Chrome’s 49%).
What this means for marketers: Google’s continued dominance among mobile users is assured with a deal to remain the default search engine on 74% of global mobile devices and 80% of US mobile devices. For advertisers looking to reach the most users via paid search, this deal ensures the industry status quo with Google Ads as the most dominant force. As mobile usage continues to grow, this will also give Google continued access to the fastest growing device segment for the foreseeable future.