Searches through ChatGPT have started gaining ground in the digital landscape, reaching 30% of generated prompts, although they still represent less than 1% of the total search volume compared to Google. The evolution of search engines is evident in a transformation that goes beyond being simple search engines, becoming hybrid platforms that combine assistance, entertainment, and discovery. A report from the digital marketing agency Internet República highlights that, despite Google’s notable dominance in the market, with a 94.4% share in Spain and 89.71% globally, there is a slight decline in its market share, dropping below 90% globally for the first time since 2010.
The report also reveals that competitors such as Bing, Yandex, and Yahoo are experiencing significant growth, driven by the integration of artificial intelligence and changes in user search habits. Currently, 44.7% of users use Google primarily to access websites directly, 30.8% use it to get information, while 21.3% search for purchases or bookings.
One of the highlights of the report is the introduction of AI Overviews in Europe, scheduled for March 2025. This new functionality, based on generative artificial intelligence, aims to provide direct summaries in search results. However, initial results indicate that its impact remains limited, as 99.2% of keywords related to informational searches and the traffic generated by this type of search is, on average, 193 times lower than that of conventional searches.
In the current competitive context, the partnership of ChatGPT with Bing has allowed the latter to reach 615 million daily searches in 2024. Although this figure represents a 21.64% growth compared to the previous year, it still remains a considerable distance from Google’s 14 billion daily searches. ChatGPT, on the other hand, has 37.5 million daily interactions, of which only 30% are searches, while the remaining 70% focus on assistive functions such as text generation and translation.
In the realm of videos, YouTube continues to be the undisputed leader, closely followed by TikTok, which has shown a high interaction rate among younger users. Instagram, on the other hand, combines informational searches with visual navigation, highlighting a positive shift in the way users engage with content.
Carlos Estévez, director of operations at Internet República, highlights the growing interest in video searches on social platforms as a significant change in the search paradigm. A future is envisioned where information search on websites transforms into richer and more dynamic interactions through generative artificial intelligences and entertainment platforms, in which Google still maintains a strong position.
Source: MiMub in Spanish
