The search is over: As connections increase, Google continues to dominate the industry

The Search Engines industry has one of the most concentrated market structures in Australia, with its two largest players accounting for about 98% of the market. Industry participants provide web portals that generate and maintain extensive databases of internet addresses, enabling users to filter information to arrive at specific web pages based on their search criteria. Search engines generate revenue by selling advertising space or sponsoring search results presented to portal users. Over the past five years, industry revenue growth has been driven by government initiatives aimed at ensuring global multinational companies recognise a greater proportion of their Australian generated income, and also by more businesses engaging in ecommerce or developing their own more.

Industry Statistics & Market Size
Annual Growth 13-18
Forecast Growth 18-23
Market Share of Companies

Industry Threats & Opportunities

  • Income from mobile ads is anticipated to be a key source of industry revenue growth
  • The prominence of Google has been a dominant industry feature over the past five years
  • Players will face increasing competition for targeted advertising sales from social networks
  • Industry Report - Starting a New Business Chapter

    The Search Engines industry has high barriers to entry. Industry firms require access to skilled software programmers, IT professionals and systems engineers. Demand for these skilled workers far exceeds supply. Search engines also need substantial computing resources for ongoing operation, and sophisticated software algorithms to handle indexing and relevancy tasks. Unless an entrant chooses to license a competitor's technology, companies in the industry need to develop their own algorithms.The largest barrier is the dominance of incumbent search engines. The majority market share, resources and brand recognition of Google make it particularly difficult for new search engines to gain a foothold. New...purchase to read more.

    Additional Insights for the Search Engines Industry

    IBISWorld has determined the most important Key Success Factors for the Search Engines are:

  • Access to the latest available and most efficient technology and techniques
  • Access to highly skilled workforce
  • Having a good reputation
  • IBISWorld analysts also discuss how external factors such as Internet connections and Demand from advertising services in the Search Engines industry impact industry performance..

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    What's in this report

    What is the Search Engines Industry?

    Industry companies operate search engines, which act as portals to other websites on the internet. These platforms typically allow users to search through and filter the information available on the internet. Firms generate revenue by selling advertising space or sponsoring search results presented to portal users.

    Industry Products
  • Paid placement
  • Paid inclusion
  • Industry Activities
  • Providing targeted online advertising
  • Providing internet search and filtering services
  • Offering web-based applications
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Internet connections
  • Demand from advertising services
  • Consumer sentiment index
  • Business confidence index

  • Current Performance
  • Diversified offerings
  • Revenue growth
  • Major player dominance
  • Chart: Revenue Growth

  • Industry Outlook
  • Social integration
  • Mobile searching
  • Diverted Profits Tax
  • Table: Search Engines Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Search Engines Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Real Estate Services
  • Consumer Goods Retailing
  • Finance
  • Online Shopping
  • Tourism

  • Key Selling Industries
  • Data Storage Services
  • Internet Service Providers
  • Wireless Telecommunications Carriers

  • Products & Services
  • Paid placement
  • Paid inclusion
  • Chart: Search Engines Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • Retailers
  • Other
  • Financial service providers
  • Automotive firms
  • Real estate companies
  • Travel and tourism operators
  • Chart: Major Market Segmentation for the Search Engines Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Chart: Cost Structure Benchmarking – Sector vs Search Engines

  • Basis of Competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Search Engines Industry

  • Industry Globalization
    Google Australia Pty Ltd,
  • Table: Google Australia Pty Ltd - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Search Engines Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Search Engines Industry
  • Industry Revenue (2009-2023)
  • Industry Gross Product (2009-2023)
  • Establishments (2009-2023)
  • Businesses (2009-2023)
  • Employment (2009-2023)
  • Wages (2009-2023)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Click Fraud
  • When a person or automated computer program with no actual interest in an advertisement clicks on an ad for the purpose of charging that advertiser for that click.
  • Search Algorithm
  • A computer algorithm used in finding items with specified properties among a collection of items which are coded into a computer program.
  • Search Engine Marketing
  • A form of internet-based marketing which involves the promotion of websites by enhancing their prominence in search engine results pages, primarily via paid advertising.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Search Engines market research report offers insightful industry analysis and research into the market at the national level. IBISWorld’s in-depth industry market research is presented in a logical and consistent format. The industry report contains key industry statistics, market size, industry trends, and growth and profit forecasts for a 5-year outlook period.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Search Engines:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Search Engines market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Search Engines, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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