Major Search Engine Share in 40 Countries/Regions Worldwide in the AI Era [PC, Mobile]

Aun Consulting Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director CEO: Akira Shinta; TSE Standard: 2459) develops marketing businesses such as AI marketing* and global marketing**.

Since November 2012, Aun Consulting has been compiling trends in search engine*** share for 40 countries and regions worldwide. This time, we investigated the share of major search engines for PC and mobile in each country and region as of February 2026. We are pleased to announce the results.

Please see the previous release (April 2025) here.

* AIO (AI Optimization: AIO×SEO) [Service Overview: https://www.auncon.co.jp/solutions/aio/]

** Domestic and international SEO (Search Engine Optimization), domestic and international advertising [Service Overview: https://www.auncon.co.jp/service/]

*** For definition of terms, a search engine refers to a company or brand that provides a search system. For example, "Yahoo! JAPAN," one of the most popular portal sites in Japan, is treated as "Google" as a search engine. For similar reasons, "Yahoo! Taiwan" and "Yahoo! Hong Kong" are treated as Microsoft Bing.

■ Survey Overview

Google's search engine share continues to maintain a high share rate, similar to the previous survey (April 2025).

In Japan, Google's PC share decreased by more than 20% compared to the previous survey (April 2025). On the other hand, Bing's PC share increased by more than 20% during the same period.

In Turkey, Google's PC share increased by more than 20% compared to the previous survey (April 2025). Its mobile share also increased by approximately 15% during the same period.

Although the rate of change in each search engine's share is slight, various factors such as the introduction of AI technology, new algorithms, and marketing strategies of each company influence the share rate. Therefore, it is important to pay attention to these changes and factors to understand specific market trends and technological trends.

※ For detailed country-specific data, please refer to the full version of this report on the Aun Consulting website (https://www.auncon.co.jp/press/release/2026-04-02/). The full version provides more detailed explanations and considerations for the above overview.

■ Changes in Google's Search Engine Share in the Japanese Market

In Japan, Google's share of PC search engines decreased by more than 20% compared to the previous survey (April 2025). Conversely, Bing's PC share increased by more than 20% during the same period, revealing a structural change in Japan's PC search market.

Until now, Google has maintained a strong dominance in Japan's PC search market, but this survey shows signs of a shift in that structure.

One possible background for this is the progress of Windows 11 migration and replacement (※1). Windows 11 has strengthened integration with Microsoft Edge and Bing at the OS level, creating an environment where Bing is more likely to be used as the default for PC searches (※2).

On the other hand, Google continues to maintain a high share in mobile search, highlighting a situation in the Japanese market where search behavior is increasingly Google for mobile and Bing for PC.

■ Local Search Engines Maintain Presence Even in the AI Era

While global search engines dominate many markets, it has become clear that local search engines optimized for specific countries and regions maintain a strong presence. Examples include Russia's "Yandex," Vietnam's "Coc Coc," China's "Baidu," and South Korea's "Naver." These search engines gain a certain level of support due to linguistic characteristics and cultural backgrounds.

Thus, there are regions where the search engine market is clearly divided by country. In these markets, the value as a "portal-type service," including not only simple search accuracy but also news, shopping, payment, and community functions, significantly influences search engine share.

It is noteworthy that the presence of local search engines has not necessarily declined even with the recent introduction of AI technology. Rather, strengths such as optimization for local languages and responsiveness to region-specific search needs can be considered differentiating factors even in the AI era. This survey result indicates that the search market is not uniformly globalizing but continues to evolve differently in each region.

The full version of this report contains more detailed survey results, such as considerations for changes in share rates and a country-by-country list of major search engine shares for PC and mobile in each country/region. Please visit the Aun Consulting website to view it.

【Survey Purpose】

Major Search Engine Share in 40 Countries Worldwide [PC, Mobile]

【Collection Outline】

Target countries: Primarily major OECD member countries selected by our company

Internet penetration rate: DataReportal – Global Digital Insights, https://datareportal.com/

Search engine share data reference: StatCounter, http://statcounter.com/

Survey dates: March 11, 2026 – March 27, 2026

Survey target period: February 2025 – February 2026

【Sources】

※1 Linkd in - In Japan Bing Starts to Have an Impact on Desktop Search (August 19, 2024) - https://www.linkedin.com/pulse/japan-bing-starts-have-impact-desktop-search-paul-clark-xgkdc

※2 Tech - Windows 11 market share exceeds 70%, what's the reason? - https://news.mynavi.jp/techplus/article/20260303-4180761/

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