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Google dominates the overall search landscape, with 63.8% of the US desktop search traffic in August 2015, according to comScore. Its next nearest competitor is Microsoft's Bing, which has a 20.6% share.
But search is facing a huge challenge. The paid search business was built on a desktop browser model. And consumers are increasingly shifting to mobile. On mobile, consumers say they just don't search as much as they used to because they have apps that cater to their specific needs. They might still perform searches within those apps, but they're not doing as many searches on traditional search engines (although Google, Bing, and so on do power some in-app search engines.)
It sounds obvious, but there's new data to show it's a trend that's really happening. And it could have a severe impact on Google's (and Bing, and Yahoo's) core search business. Indeed, data from eMarketer shows search ad spend growth is set to decline from 2014 through to 2019.
Source: Business Insider
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