Google is still the undisputed leader in the global search market having collected 54.7 per cent of ad revenues worldwide in 2014. Last year, Google has been banned from operating in China and it is giving Baidu, the local search leader huge advantage with more ad revenues generation in 2015. It is expected to see a growth of ad revenues from 6.4 in 2013 to 8.8 per cent in 2015 according to a study of eMarketer.
According to the report of eMarketer, Baidu is reaping the benefits of a Google ban in China and expected to grow at 32.8 per cent from 16.2 per cent last year. China has one of the largest growing internet user population and ad revenues are expected to break the record of last year. The research firm states that China will account for $14.90 billion and it will be 32.8 per cent of the total global search spends in 2015. In comparison, US will account for $25.66 billion in ad spend in this year. If it grows at this rate, China will soon eclipse the US in search spend.
The Interest Live Stats states that China has only 46 per cent internet penetration in comparison to the US has 86 per cent. It is another perspective of future growth of internet population in that country.
Google search ad share is expected to shrink marginally from 55.2 per cent in 2013 to 54.5 per cent in 2015. But, the ad revenue generation would increase from $38.42 billion to 44.46 billion dollars in 2015. In the same period, Baidu ad revenue is expected to grow from $5.35 to $7.18 billion in 2015.
Both Microsoft and Yahoo will see a combined search growth of 6.5 per cent in 2015. Bing had a good year of growth in 2014 with its search sharing rising from 3.7 per cent in 2013 to 4.2. This growth rate is expected to remain the same for Bing even this year. But, Yahoo is expecting a strong revenue generation this year from $1.78 billion in 2014 to $1.90 billion. However, the search share of this search engine will continue to shrink from 2.5 per cent in 2014 to 2.3 per cent in 2015. These two companies are in a search deal since last 5 years.
The total search spend of 2015 is expected to rise to $81.59 billion globally and up 16.2 per cent from the previous year. Further, the search market is expected to grow at 10% per year through 2019 to top $130.58 billion globally.