Google's sway over search continues

Key stat: Google still dominates search in the US with 87.3% of the total referral traffic, according to February data from StatCounter.

Beyond the chart:

• US search ad spending will grow 12.2% this year to reach $144.1 billion, according to our November 2024 forecast.
• Only 20% of US consumers desire a greater use of AI-driven search engines, per a February report from adMarketplace.

Use this chart: Even though the search engine landscape is seeing more competition as of late, this chart can help marketers understand that Google's reign is far from over. Additionally, if marketers are looking to diversify their search engine strategy, this chart identifies emergent platforms.

Related EMARKETER reports:

• Data Drop: 5 Charts on the State of GenAI Search (EMARKETER subscription required)
• Gen Z Social Search Habits (EMARKETER subscription required)