英国在线搜索市场前景及投资研究报告-培训课件外文版2024.6谷歌必应

INDUSTRIES

&

MARKETSOnlinesearchmarketintheUnitedKingdom(UK)CHAPTER

01OverviewMarketshareofleadingdesktopsearchenginesworldwidefromJanuary2015toJanuary2024Globalmarketshareofleadingdesktopsearchengines2015-2024GooglebingYahoo!YANDEXDuckDuckGoBaidu100%90%80%70%60%50%40%30%20%10%0%4Description:AsofJuly2023,onlinesearchengineBingaccountedfor10.51percentoftheglobaldesktopsearchmarket,whilemarketleaderGooglehadashareofaround81.95percent.Meanwhile,Yahoo'smarketsharewas2.67percent.

ReadmoreNote(s):Worldwide;January2015toJanuary2024;desktoponly;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterMarketshareofleadingsearchenginesintheUnitedKingdom(UK)fromSeptember2015toJanuary2024LeadingsearchenginesintheUK2015-2024,bymarketshareGoogleBingYahoo!DuckDuckGoEcosiaYandex90%70%50%30%10%-10%5Description:InJanuary2024,GoogleremainedbyfarthemostpopularsearchengineintheUK,holdingamarketshareof93.51percentacrossalldevices.Thatmonth,Binghadamarketshareofapproximately4.13percentinsecondplace,followedbyYahoo!withapproximately1.3percent.ReadmoreNote(s):UnitedKingdom;January2015toJanuary2024;includesalldevices;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterMarketshareofleadingsearchenginesintheUnitedKingdom(UK)inMarch2024LeadingsearchenginesintheUK2024,bymarketshareMarketshare50%0%10%20%30%40%60%70%80%90%100%93.61%GoogleBing3.94%Yahoo!1.35%DuckDuckGo0.56%Ecosia

0.24%Yandex

0.16%6Description:InMarch2024,GooglewasthemostpopularsearchengineintheUK,holdingamarketshareof93.61percentacrossalldevices.Binghadarelativelylargemarketshareofapproximately3.94percentinsecondplace,followedbyYahoo!withapproximately1.35percent.ReadmoreNote(s):UnitedKingdom;March2024;includesalldevices;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterMarketshareofleadingmobilesearchenginesintheUnitedKingdom(UK)inJanuary2024LeadingmobilesearchenginesintheUK2024,bymarketshareMarketshare50%0%10%20%30%40%60%70%80%90%100%110%GoogleYahoo!bing97.85%0.88%0.48%DuckDuckGo

0.44%Ecosia

0.17%7Description:InJanuary2024,Googlerepresented97.85percentoftheUK'smobilesearchenginemarketshare.Yahoo!rankedsecond,with0.88percent,whileallothersearchhostsalsorepresentinglessthanonepercenteach.

ReadmoreNote(s):UnitedKingdom;January2023;mobileonly;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterMarketshareofleadingdesktopsearchenginesintheUnitedKingdom(UK)inJanuary2024LeadingdesktopsearchenginesintheUK2024,bymarketshareMarketshare40%0%10%20%30%50%60%70%80%90%Googlebing83.08%12.5%Yahoo!2.5%DuckDuckGoEcosia0.82%0.46%0.63%Other8Description:InJanuary2024,Googlehadthehighestmarketsharebyfarwith83.08percentofthedesktopsearchenginemarketintheUK.BingandYahoo!followed,representingashareof12.5percentand2.5percenteach.

ReadmoreNote(s):UnitedKingdom;January2024;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterMostusedsearchenginesbybrandintheUKasofDecember2023MostusedsearchenginesbybrandintheUK2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%88%100%GoogleBing20%18%Yahoo!DuckDuckGo13%AOL9%9%AS8%Baidu7%6%4%EcosiaWebCrawlerYandexIhavenotusedanysearchenginesOther4%1%4%9Description:WeaskedUKconsumersabout"Mostusedsearchenginesbybrand"andfoundthat"Google"takesthetopspot,while"Yandex"isattheotherendoftheranking.ReadmoreNote(s):UnitedKingdom;JanuarytoDecember2023;4030respondents;18-64yearsSource(s):ConsumerInsightsCHAPTER

02BenchmarkSearchenginetrafficmarketshareofBingintheUnitedKingdom(UK)fromJanuary2018toJanuary2024BingsearchenginemarketsharemonthlyintheUK2018-20248.0%7.5%7.0%6.5%6.0%5.5%5.0%4.5%4.0%3.5%3.0%11Description:InJanuary2024,Binghelda4.13percentshareofthesearchmarketintheUnitedKingdom(UK)acrossalldevices.Meanwhile,GoogleheldamuchlargershareoftheUK'sonlinesearchmarket.

ReadmoreNote(s):UnitedKingdom;January2018toJanuary2024;includesalldevices;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterRegionaldistributionofdesktoptraffictoBinDecember2023,bycountryDistributionofBtraffic2023,bycountryShareoftraffic15%0%5%10%20%25%30%35%ChinaUnitedStatesJapan31.43%26.72%3.33%GermanyFrance3.31%3.1%12Description:InthesixmonthsendingDecember2023,theUnitedStatesaccountedfor26.72percentoftraffictotheonlinesearchwebsiteB.Chinawasrankedfirst,accountingfor31.43percentofwebvisitstotheplatform.Japancameinthirdplace,closelyfollowedbyGermanyandFrance,allaccountingforoverthreepercentofthewebpageonlinevolume.ReadmoreNote(s):Worldwide;6monthsendingDecember2023;alltrafficSource(s):SimilarWebSearchenginemarketshareofDuckDuckGofromJuly2019toFebruary2024,byselectedregionsandcountriesDuckDuckGosearchmarketshare2019-2024,byselectedregionsandcountriesUnitedStatesGermanyFranceUKEuropeWorldwide3.0%2.5%2.0%1.5%1.0%0.5%0.0%13Description:AlternativesearchengineDuckDuckGo'sworldwidemarketsharehassteadilyincreasedfromJuly2019toFebruary2024–thelargestsurgebeingintheUnitedStates,whichsurpassedthesearchengine’sgrowthinallotherregions.Here,anincreaseduptakebeganroughlyaroundthestartoftheCOVID-19pandemicinApril2020,continuinginthemonthsleadinguptotheUSelectionsandbeyond,butlaterrunningabitlowerthan2percentinsinceJanuary2023.ReadmoreNote(s):Worldwide,France,Germany,UnitedKingdom,UnitedStates;July2019toFebruary2024;includesalldevices;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterSearchenginemarketshareheldbyEcosiafromAugust2019toFebruary2024,byselectregionsandcountriesEcosiasearchenginemarketshare2019-2024,byselectregionsandcountriesWorldwideGermanyFranceEuropeUKUnitedStates1.4%1.2%1.0%0.8%0.6%0.4%0.2%0.0%14Description:ThesearchengineEcosia'sworldwidemarketsharehasremainedfairlystablebetweenAugust2019andFebruary2024.InGermany,wherethecompanyisbased,themarketshareoscilatedbetweenfrom0.51percentto1.19percent.ThisisstillasmallshareofthemarketwhichisdominatedbyGoogle.ThesearchtoolispoweredbyMicrosoftBing'ssearchtechnology,whichinvestsroughly80percentofitsprofitsintreeplantingandreforestationprojectsaroundtheworld.

ReadmoreNote(s):Worldwide,France,Germany,UnitedKingdom,UnitedStates;August2019toFebruary2024;includesalldevices;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterSearchenginetrafficmarketshareofYahoo!intheUnitedKingdom(UK)fromJanuary2018toJanuary2024Yahoo!searchmarketshareintheUK2018-20242.4%2.2%2.0%1.8%1.6%1.4%1.2%1.0%15Description:InJanuary2024,Yahoo!heldamarketshareof1.3percentintheUnitedKingdom,beingthethirdmostpopularsearchengineinthecountry.ReadmoreNote(s):UnitedKingdom;January2018

toJanuary2024;includesalldevices;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterRegionaldistributionofdesktoptraffictoYasofJanuary2024,bycountryDistributionofYtraffic2024,bycountry60%54.5%50%40%30%20%10%30.43%4.34%3.89%3.76%3.08%0%UnitedStatesTaiwanCanadaUnitedKingdomFranceOthers16Description:InJanuary2024,theUnitedStatesaccountedfor54.5percentoftraffictotheonlinesearchwebsiteY.TaiwanandtheCanadarankedsecondandthird,accountingfor4.5percentand4.01percentofwebvisitstotheplatform.ThespecificdomainalsoreceivedasimilardistributionofitstrafficfromtheUnitedStates,althoughwithdifferentcomposingtherestofitsranking.ReadmoreNote(s):Worldwide;January2024;traffictoanalyzedwebsiteondesktopSource(s):SimilarWebRegionaldistributionofdesktoptraffictoasofJanuary2024,bycountryDistributionoftraffic2024,bycountry45%41.8%40.18%40%35%30%25%20%15%10%5%6.43%Brazil4.78%India3.7%3.12%0%UnitedStatesUnitedKingdomCanadaOthers17Description:InJanuary2024,theUnitedStatesaccountedforover41percentoftraffictotheonlinesearchwebsite.BrazilandIndiarankedsecondandthird,accountingfor6.43percentand4.78percentofwebvisitstotheplatformeach.Meanwhile,thedomainYalsoreceivedasimilardistributionofitstrafficfromtheUnitedStates,althoughwithdifferentcomposingtherestofitsranking.ReadmoreNote(s):Worldwide;January2024;traffictoanalyzedwebsiteondesktopSource(s):SimilarWebCHAPTER

03GoogleRegionaldistributionofdesktoptraffictoGasofDecember2023,bycountryDistributionofGtraffic2023,bycountryShareoftraffic15%0%5%10%20%25%30%UnitedStatesIndia26.95%4.52%4.35%BrazilUnitedKingdomJapan3.92%3.87%19Description:InthesixmonthsendingDecember2023,theUnitedStatesaccountedfor26.95percentoftraffictotheonlinesearchwebsiteG.Indiawasrankedsecond,accountingfor4.52percentofwebvisitstotheplatform,withBrazilcominginthirdplacewith4.35percent.ReadmoreNote(s):Worldwide;6monthsendingJanuary2024;alltrafficSource(s):SimilarWebRegionaldistributionofdesktoptraffictoGoogle.co.ukasofApril2023,bycountryDistributionofGoogle.co.uktraffic2023,bycountryShareoftraffic40%

50%0%10%20%30%60%70%80%90%100%UnitedKingdomUnitedStatesSouthKoreaSpain87.71%1.06%0.93%0.76%0.61%FranceOthers8.94%20Description:InApril2023,theUnitedKingdomaccountedforthemajorityofGoogle.co.ukwebsitetraffic.TheUnitedStatesrankedsecond,representing1.06percentofitsglobalonlinetraffic,followedbySouthKorea,with0.93percentofthetotalvisitsharetotheplatform.ReadmoreNote(s):Worldwide;April2023;traffictoanalyzedwebsiteondesktopSource(s):SimilarWebLeadingwebsitesintheUnitedKingdom(UK)fromSeptembertoNovember2023,bytotalvisits(inmillions)UK:leadingwebsites2023,bytotalvisitsTotalvisitsinmillions05001,0001,5002,0002,5003,0003,5004,0004,5005,0005,500GYouTBBC.co.ukFAmazon.co.ukPWR4,9803,960690583463380369337279TDailymail.co.ukDGoogle.co.ukI27325825521421Description:FromSeptembertoNovember2023,GwastheleadingwebsiteintheUnitedKingdomwithmorethan4.98billionmonthlyvisits.ThesearchenginewasalsopopularinitsUKtop-leveldomain,withGoogle.co.ukreaching255millionviewsandplacingtenthintheranking.YouTubeandFacebookwerethemostvisitedsocialmediaplatforms,rankingsecondandfourthmostvisitedwebsitesinthecountry.ReadmoreNote(s):UnitedKingdom;September1toNovember30,2023Source(s):DataReportal;Meltwater;Semrush;WeAreSocialShareofdesktopsearchtrafficoriginatingfromGoogleinselectedcountriesasofJanuary2024Google:desktopsearchmarketshareinselectedcountries2024Shareofsearchtraffic40%

50%0%10%20%30%60%70%80%90%100%IndiaItalySpain92.9%87.84%87.05%AustraliaBrazil86.34%86.12%HongKongCanadaUnitedKingdomWorldwideFrance85.04%83.53%83.08%81.95%80.04%79.2%76.25%74.74%GermanyUnitedStatesJapan22Description:Googleisnotonlypopularinitshomecountrybutisalsothedominantinternetsearchproviderinmanymajoronlinemarkets,frequentlygeneratingmorethan80percentofdesktopsearchtraffic.Thesearchenginegianthasamarketshareofover92percentinIndiaandaccountedforthemajorityoftheglobalsearchenginemarket,aheadofothercompetitorssuchasYahoo,Bing,Yandex,andBaidu.ReadmoreNote(s):Worldwide;January2024;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterSearchenginetrafficmarketshareofGoogleintheUnitedKingdom(UK)fromJanuary2018toJanuary2024GooglesearchmarketshareintheUK2018-202494.5%93.5%92.5%91.5%90.5%89.5%88.5%23Description:InJanuary2024Googlerepresentedamarketofshareof93.51percentacrossalldevices,maintainingitspostasthemostpopularsearchengineintheUnitedKingdomsinceJanuary2018

ReadmoreNote(s):UnitedKingdom;January2018toJanuary2024;includesalldevices;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterSearchenginemobiletrafficmarketshareofGoogleintheUnitedKingdom(UK)fromJanuary2017toJanuary2024GooglemarketshareofmobilesearchintheUK2017-202498.3%98.1%97.9%97.7%97.5%97.3%97.1%96.9%96.7%96.5%24Description:InJanuary2024,Google'smobilesearchmarketshareintheUnitedKingdomwasnearly98percent.Despitethesearchengineremainingwithasimilarreferralshareformobiledevicesthroughouttheyears,Google'squotaondesktopdevicesintheUKhassignificantlyreducedduringlatestanalyzedmonth.ReadmoreNote(s):UnitedKingdom;January2018toJanuary2024;mobileonly;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterAnnualrevenueofGoogleUKLimitedfrom2018to2022(inmillionGBP)GoogleUKLimited:annualrevenueintheUK2018-20224,0003,391.553,5003,0002,5002,0001,5001,0005002,607.641,805.511,599.851,406.730Yearended30June2018Yearended30June2019Yearended30June2020July2020toDecember2021*

Yearended31December202225Description:GoogleUKLimitedreportedrevenuesofover2.6billionBritishpoundsinthefiscalperiodendingDecember2022.In2021,thecompanychangeditsfinancialyearendtoDecember31fromJune30,resultinginsucharesult.Googlegeneratesthemajorityofitsrevenuesthroughadvertising.ReadmoreNote(s):UnitedKingdom;2018to2022;*GoogleUKLimitedchangeditsfinancialyearendtoDecember31fromJune30.Duetothischange,auditedresultscoverthe18monthperiodfromDecember31,2021withcomparativedatabeingaudited[...]

ReadmoreSource(s):Google;GOV.UKOperatingprofitofGoogleUKLimitedfrom2018to2022(inmillionGBP)GoogleUKLimited:operatingprofitintheUK2018-20221,2001,111.91,0008006004002000362.24286.16245.49225.85Yearended30June2018Yearended30June2019Yearended30June2020July2020toDecember2021*

Yearended31December202226Description:GoogleUKLimitedreportedoperatingprofitsof362.2millionBritishpoundsinthefiscalperiodthatendedDecember31,2022.GoogleUKLimitedchangeditsfinancialyearendtoDecember31fromJune30.Googlegeneratesthemajorityofitsrevenuethroughadvertising.ReadmoreNote(s):UnitedKingdom;2018to2022;*GoogleUKLimitedchangeditsfinancialyearendtoDecember31fromJune30.Duetothischange,auditedresultscoverthe18monthperiodfromDecember31,2021withcomparativedatabeingaudited[...]

ReadmoreSource(s):Google;GOV.UKNetprofitofGoogleUKLimitedfrom2018to2022(inmillionGBP)GoogleUKLimited:netprofitintheUK2018-20221,000896.089008007006005004003002001000282.95225.99180.69181.52Yearended30June2018Yearended30June2019Yearended30June2020July2020toDecember2021*

Yearended31December202227Description:GoogleUKLimitedreportedanetprofitofcloseto283millionBritishpoundsinthefiscalyearthatendedDecember31,2022.Inthepreviousfiscalyear,GoogleUKLimitedchangeditsfinancialperiodendtoDecember31fromJune30.Googlegeneratesthemajorityofitsrevenuethroughadvertising.ReadmoreNote(s):UnitedKingdom;2018to2022;profitforthefinancialperiod;*GoogleUKLimitedchangeditsfinancialyearendtoDecember31fromJune30.Duetothischange,auditedresultscoverthe18monthperiodfromDecember31,2021with[...]

ReadmoreSource(s):Google;GOV.UKCHAPTER

04SearchbehaviorLeadingwebsitesintheUnitedKingdom(UK)fromSeptembertoNovember2023,bysessionlength(inminutes.seconds)LeadingwebsitesintheUK2023,bysessionlengthTimespentpervisitinminutes.seconds0510152025303540YouTT37.225.13DFG24.052423.56Y22.3Google.co.ukRDailymail.co.ukIeBay.co.uk18.4818.2918.2217.3816.1715.4515.26TheGB29Description:FromSeptembertoNovember2022,YouTwasthemostpopularwebsiteintheUnitedKingdombasedonuserengagementwithanaveragesessionlengthofabout37minutesand7seconds.Micro-bloggingX(formerlyT)wasrankedsecondwithusersspendingapproximately25minutesand13secondspervisittothewebsite.Privacy-focusedsearchengineDuckDuckGrankedthird,withapproximately24minutesofuserengagement.

ReadmoreNote(s):UnitedKingdom;September1toNovember30,2023Source(s):DataReportal;Meltwater;Semrush;WeAreSocialTopGooglesearchqueriesintheUnitedKingdomin2023(indexvalue)LeadingUKGooglesearchqueries2023Indexrating020406080100120BBCWeatherNews1009785Google48Amazon44BBCnewsYouTubeFacebookBBCWeatherLiverpoolWordle4136362220201919AmazonUKTesco30Description:BetweenJanuary1standDecember31st,2023,"BBC"wasthemostpopularsearchqueryontheGooglesearchengineintheUnitedKingdom."Weather"wasrankedsecond,reachinganindexpointvalueof97relativetothetopsearchquery(BBC).Similartermslike"BBCNews"and"BBCWeather"alsorankedsignificantlyhigh,withvaluesof41and22indexpointseach.ReadmoreNote(s):UnitedKingdom;2023Source(s):DataReportal;GoogleTrends;Meltwater;WeAreSocialMostpopularGooglesearchkeywordsintheUnitedKingdomin2023,bymonthlysearchvolumeMostsearchedkeywordsonGoogleintheUKin2023,bymonthlysearchvolumeMonthly

search

volume

(inmillions)Yearly

traffic

for

search

term

(inmillions)Organic

traffic

(%)Paid

traffic

(%)weather18.3717.1516.1713.0610.248.417.0869.37117.4566.4110.5350.143.3799.971000.030bbcnewsyoutube99.8999.971000.110.030facebookpornhubamazon64.6410035.360premierleaguegmail7.817.568.851000amazonukdailymail6.6222.4325.9258.1510041.856.4431Description:In2023,'weather'wasthemostsearchedkeywordonGoogleintheUnitedKingdom,withover18.3millionmonthlysearchesonaverage.Thenewswebsite'bbcnews'cameinsecondwithmorethan17.1millionmonthlysearches.Thevideoplatform'youtube'didnotfallbehind,generatingaround16.1millionsearchespermonth,whilealsoreceivingnearly117millionsearchesannually,ofwhichover99percentwereorganic.Additionally,"facebook"wasthefourth-mostpopular[...]

ReadmoreNote(s):UnitedKingdom;2023Source(s):SimilarWebSourcesofinformationaboutproductsintheUKasofDecember2023SourcesofinformationaboutproductsintheUK2023Shareofrespondents0%10%20%30%40%50%60%Searchengines(e.g.,Google)Customerreviews60%39%Onlinestores36%BrandwebsitesandappsInthestore33%28%27%26%26%FriendsandacquaintancesSocialmediawebsitesandappsVideowebsitesandapps(e.g.,YouTube)PricecomparisonwebsitesOnlineforums24%18%QuestionandanswerwebsitesandappsBlogsandpodcasts13%11%11%Couponanddealwebsitesandapps32Description:60percentofUKrespondentsansweroursurveyon"Sourcesofinformationaboutproducts"with"Searchengines(e.g.,Google)".Thesurveywasconductedin2023,among4,030consumers.

ReadmoreNote(s):UnitedKingdom;JanuarytoDecember2023;4030respondents;18-64yearsSource(s):ConsumerInsightsDistributionofonlinesearchesonAmazonandGoogleintheUKin2023,bycategoryDistributionofonlinesearchesonAmazonandGoogleintheUK2023,bycategoryShareofonlinesearchesAmazon

Google60%0%20%40%80%45%51%100%120%BeautyConsumerelectronicsFashion55%49%35%65%Grocery43%44%57%56%HealthandpersonalcareHomeandkitchenPetsupplies59%66%41%34%33Description:InJanuary2023,two-thirdsofpetsupplies'onlinesearcheswerecarriedoutonAmazonintheUK.Inturn,Googledominatedinthefashioncategory,with65percentofonlinesearches.Thedistributionwasmoreevenintheconsumerelectronicssegment,whereAmazonmadeup49percentofonlinesearches.ReadmoreNote(s):UnitedKingdom;January2023;85millionsearchesSource(s):TamboShareofonlineshopperssearchingforproductsonAmazonandGoogleinselectedEuropeanmarketsin2022ProductsearchesonAmazonvs.GoogleinselectedEuropeanmarkets2022AmazonGoogle120%100%80%60%40%20%0%26%32%35%37%39%74%Italy68%65%63%61%SpainGermanyUnitedKingdomFrance34Description:Inmostcases,onlineproductsearchdoesn'tstartonGoogle.In2022,only26percentofItalianshoppersreportedtohavelookedforaproductonthesearchengine.Theremaining74percentbrowsedonAmazon.Likewise,68percentofSpanishshopperslookedforproductsonAmazonwebsiteand65percentofGermanrespondentsdidthesame.ReadmoreNote(s):France,Germany,Italy,Spain,UnitedKingdom;July2022;1,000peopleineachcountry;18-65yearsSource(s):Appinio;RemazingBeliefinonlineinformationonsearchengineswebsitesaccordingtousersintheUnitedKingdom(UK)in2022BeliefinonlineinformationonsearchenginesintheUnitedKingdom(UK)202250%47%46%45%40%35%30%25%20%15%10%5%4%3%0%AllistruthfulMostistruthfulSomeistruthfulDon'tknow35Description:In2022,themajorityofsearchengineusersintheUnitedKingdom(UK)remainedrelativelyskepticalabouttheoveralltruthfulnessofinformationtheyfoundonlinethroughsearchengines.Ononeside,47percentofrespondentsclaimedthatonlysomeoftheinformationtheyfoundonlinewastruthful,while46percentoftheintervieweesbelievedinmostoftheinformationprovidedbythesetools.Whenthinkingaboutthesearchenginesthemselves,around65percentofrespondents[...]

ReadmoreNote(s):UnitedKingdom;2022;2,348respondents;16yearsandolder;adultswhoeverusedsearchenginesSource(s):OfcomAccuracyorbiasofsearchengineresultsaccordingtousersintheUnitedKingdom(UK)from2012to2022AccuracyorbiasofsearchengineresultsintheUnitedKingdom(UK)2012-2022Ithinkthatsomewebsiteswillbeaccurateorunbiasedandsomewon'tbeIthinkthatiftheyhavebeenlistedbythesearchengine,thesewebsiteswillhaveaccurateandunbiasedinformationIdon'treallythinkaboutwhetherornottheyhaveaccurateorunbiasedinformation,IjustusethesitesIlikethelookofDon'tknow70%60%50%40%30%20%10%0%2012201320142015201620172018201920202021202236Description:In2022,amajorityofsearchengineusersintheUnitedKingdom(UK),65percent,thoughtthatsomeofthewebsiteswouldbeaccurateandsomewon'tbe.From2012to2022,theshareofrespondentswhoexpressedtheiropinionthatthewebsiteslistedinthesearchresultswouldcontainaccurateandunbiasedinformationfluctuatedbetween18and25percent.Duringthemostrecentsurveyperiod,itwasrevealedthatsixpercentofrespondingindividualswhohadeverusedsearch[...]

ReadmoreNote(s):UnitedKingdom;2012to2022;2894*;16yearsandolder;adultswhoeverusedsearchengines;*n(2012)=1,305;n(2013)=1,199;n(2014)=1,516;n(2015)=1,520;n(2016)=1,520,n(2017)=1508,n(2018)=1.547;n(2019)=1,260;n[...]

ReadmoreSource(s):OfcomAwarenessoffundingofsearchengineswebsitesaccordingtousersintheUnitedKingdom(UK)in2022AwarenessoffundingofsearchenginesintheUnitedKingdom(UK)2022Shareofrespondents0%

10%20%30%40%50%60%Advertisingonthewebsite43%Don'tknowAdvertiserspaytoprioritisetheirentryonthelist/tobefirstonthelistAdvertiserspaywhenuserslcickthroughfromsponsoredlinkstotheirwebsiteBythosethatchoosetopayasubscriptiontousetheserviceBythegovernment20%15%11%4%3%2%1%TheTVlicensefeeHeaven'theardofitCorrectresponses53%Incorrectresponses26%Total:neverheardofit/don'tknow21%37Description:In2022,amajorityofsearchengineusersintheUnitedKingdom(UK)believedthatmostofthefundingofplatformslikeGoogleorBingcamefromadvertisingontheirwebsites.However,aroundafifthofrespondentsdidn'tactuallyknowhowthesewebportalswereactuallyfinanced.Overall,53percentoftherespondentshadcorrectresponsestothisquestions,whereas26percenthadincorrectbeliefsonthematter.Inaddition,around65percentofrespondentsthoughtthatsomeofthe[...]

ReadmoreNote(s):UnitedKingdom;2022;3651respondents;16yearsandolder;adultswhoeverusedsearchenginesSource(s):OfcomCHAPTER

05SearchadvertisingAdspendingofthesearchadvertisingmarketintheUnitedKingdomfrom2019to2028(inbillionU.S.dollars)AdspendingofthesearchadvertisingindustryintheUK2019-202835302531.1929.2327.2725.2923.3321.4519.61201510517.2912.85202011.8920190202120222023202420252026202720