Content Marketing Blog

Google shrugs off loss of Firefox partnership

Google’s dominance of Australia and New Zealand’s search market continued last month despite losing its spot as the default search engine on the Firefox internet browser.

Mozilla, which owns Firefox, has entered a new agreement with Yahoo!, ending a three-year relationship with Google.

The switch has been cited as an explanation for Google’s share of searches in the US dipping slightly last month.

Figures from StatCounter, which tracks market share for search engines and web browsers, had Google on 75.24 per cent in December, down from 77.29 per cent in November.

Yahoo! meanwhile moved from 8.6 per cent to 10.37 per cent – its highest level since July 2009. These figures exclude mobile searches. Around 12 per cent of US internet users are on Firefox.

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“Our new search strategy doubles down on our commitment to make Firefox a browser for everyone, with more choice and opportunity for innovation,” Mozilla said in a blog post announcing the Yahoo! deal . “We are excited to partner with Yahoo to bring a new, re-imagined Yahoo search experience to Firefox users.”

But while Google may have felt the effects of the Firefox switch in the US, Google continues to enjoy total supremacy in Australia and New Zealand.

According to StatCounter, Google’s market share was steady at more than 92 per cent in both markets last month.

The failure of Bing / Yahoo! to penetrate search in this part of the world means that marketers often use “Google” as a synonym for “search engine”.

When it comes to adjusting a content strategy or digging into website analytics, it’s usually only Google that they need to look at.

That could though change if Google loses another more valuable partnership. There has been speculation that Apple could ditch Google as the default search engine on its iPhones and iPads.

Google’s Android operating system has a global market share of around 60 per cent, with Apple’s iOS its closest challenger at 23.5 per cent. In Australia, iOS is the market leader, so there is potentially a lot at stake.

Apple would though need to find a suitable replacement and it’s not just a coincidence or laziness that explains why Aussies and Kiwis only use Google.

Castleford