Google dominates the search engine market, accounting for almost all mobile searches and nine in ten desktop searches – levels which have been consistent for more than a decade. Google handles 63,000 searches per second across all devices, or roughly two trillion in an average year.

Ads accounted for over 85% of Google’s total revenue in 2018, and the majority of this comes from paid search – a market expected to be worth $130.6bn worldwide this year. While Google’s control is currently assured, Amazon may soon pose serious competition, gaining incremental dollars in the search market in the coming years.