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

AUN Consulting, Inc. has been compiling trends in search engine*** share for 40 countries and regions worldwide since November 2012, and has now investigated the major search engine shares for PC and mobile in each country and region as of February 2026. We are pleased to announce the results.

Please see here for the previous (April 2025) release.

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

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

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

■Survey Overview

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

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

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

Although the percentage change in market share for each search engine is slight, various factors such as the introduction of AI technology, new algorithms, and marketing strategies by each company affect market share. 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 see 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 information on factors and considerations related to the overview above.

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

In Japan, Google's PC search engine market share decreased by over 20% compared to the previous survey (April 2025). On the other hand, Bing's PC market share increased by over 20% during the same period, revealing that structural changes are underway in Japan's PC search market.

Until now, Google has maintained a strong advantage in the Japanese PC search market, but this survey shows signs of a shift in that landscape.

As a background factor, the ongoing transition and replacement to Windows 11 may be influencing this (※1). Windows 11 enhances integration with Microsoft Edge and Bing at the OS level, creating an environment where Bing is likely to be used as the default search engine on PCs (※2).

On the other hand, Google continues to maintain a high share in mobile search. This survey highlights that search behavior in the Japanese market shows increased usage of 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/regions are showing a strong presence. Examples include Russia's "Yandex," Vietnam's "Coc Coc," China's "Baidu," and South Korea's "Naver." These search engines gain consistent support due to their linguistic characteristics and cultural backgrounds.

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

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

The full version of this report contains more detailed survey results, including considerations for changes in market share and country-specific tables of major search engine shares for PC and mobile in each country/region. Please view it on the AUN Consulting website.

【Survey Aim】

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

【Aggregation Outline】

Target Countries: Selected by our company, focusing on major OECD member countries.

Internet Penetration Rate: DataReportal – Global Digital Insights , https://datareportal.com/

Search Engine Share Data Reference: Stat Counter , http://statcounter.com/

Survey Dates: March 11, 2026 - March 27, 2026

Survey Period: February 2025 - February 2026

【Sources】

*1 LinkedIn - 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 - Why has Windows 11's market share exceeded 70%? - https://news.mynavi.jp/techplus/article/20260303-4180761/

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