美國在線搜索市場前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.6：谷歌必應(yīng)kimi百度

DIGITAL

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TRENDSOnlinesearchmarketintheUnitedStatesCHAPTER

01OverviewMostpopularmulti-platformwebpropertiesintheUnitedStatesinDecember2023,basedonnumberofuniquevisitors(inmillions)Mostvisitedmulti-platformU.S.webproperties2023Numberofvisitorsinmillions050100150200250300GoogleSitesMicrosoftSites277.37244.03242.6AmazonFacebook237.59233.62YahooComcastNBCUniversalParamountGlobalRaptive(formerlyCafeMedia)TheWaltDisneyCompanyAppleInc.205.88198.48194.38188.67186.6WarnerBros.DiscoveryFreestarUniversalMusicGroupDotdashMeredithHearst182.75176.01172.86170.88165.244Description:InDecember2023,GoogleSiteswererankedfirstamongthemostpopularmultiplatformwebpropertiesintheUnitedStateswithover277millionvisitorsfrommobileanddesktopconnections–popularGoogleonlinepropertiesincludenotonlyGoogleSearchbutalsoonlinevideoplatformYouTube,communicationservicessuchasGmailandHangouts,aswellasassortedonlineservicessuchasAppsandMapsaswellasdigitalappdistributionplatformGooglePlay.Leadingonline[...]

ReadmoreNote(s):UnitedStates;December2023;desktopandmobile;homeandworklocationsSource(s):comScoreShareofsearchquerieshandledbyleadingsearchengineprovidersintheUnitedStatesasofJanuary2024LeadingU.S.searchenginesbyshareofcoresearches2008-2024GoogleSitesMicrosoftSitesVerizonMediaAskNetworkAOLInc.80%70%60%50%40%30%20%10%0%Jan

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'245Description:InJanuary2024,MicrosoftSiteshandled28.3percentofallsearchqueriesintheUnitedStates.Duringthesameperiod,VerizonMedia(formerlyknownasYahooandOath)hadasearchmarketshareoflittlelessthan11percent.MarketleaderGooglegenerated60.4percentofallcoresearchqueriesintheUnitedStates.ReadmoreNote(s):UnitedStates;October2007toJanuary2024;desktoponly,homeandworkinternetlocationsSource(s):comScoreNumberofexplicitcoresearchqueriespoweredbysearchenginesintheUnitedStatesasofJanuary2024(inmillions)LeadingU.S.searchenginesbynumberofcoresearches2008-2024GoogleSitesMicrosoftSitesVerizonMediaAskNetwork180160140120100806040200Jan

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'236Description:InJanuary2024,VerizonMediaprocessed2.52milliononlinesearchqueriesintheUnitedStates,andmarketleaderGoogleprocessedover14.2millionsearchqueries.Intotal,Googleaccountedfor60percentoftheU.S.desktopsearchqueries.GooglewasalsotheleadingmobilesearchproviderintheUnitedStates,accountingforaround95percentofthemarketasofJanuary2024.ReadmoreNote(s):UnitedStates;January2008toJanuary2024;desktoponly,homeandworkinternetlocationsSource(s):comScoreMarketshareofleadingsearchenginesintheUnitedStatesfromJanuary2015toMarch2024LeadingsearchenginesintheUnitedStates2015-2024,bymarketshareGoogleBingYahoo!DuckDuckGoYandex100%90%80%70%60%50%40%30%20%10%0%-10%7Description:InMarch2024,Googleaccountedfor86.94percentofthesearchmarketintheUnitedStatesacrossalldevices.BingfollowedasthesecondleadingsearchproviderintheUnitedStatesduringthelastexaminedmonth,withashareofaround8.04percent,amongtheengine'shighestquotasregisteredinthecountrytodate.ReadmoreNote(s):UnitedStates;January2015toMarch2024;includesalldevices;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterMarketshareofleadingdesktopsearchprovidersintheUnitedStatesfromJanuary2015toMarch2024LeadingdesktopsearchenginesintheUnitedStates2015-2024,bymarketshareGooglebingYahoo!DuckDuckGo90%80%70%60%50%40%30%20%10%0%8Description:InMarch2024,Googleaccountedfor75.92percentofthedesktopsearchmarketintheUnitedStates.Thisistheengine'slowestshareregisteredbytheenginethroughthesedevicessofar.Meanwhile,Microsoft'sBingrankedsecond,withashareofaround17.16percentinthecountry,andalsothehighestquotaregisteredbytheengineindesktopssofar.ReadmoreNote(s):UnitedStates;October2012toMarch2024;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterMarketshareoftheleadingmobilesearchenginesintheUnitedStatesfromJanuary2018toMarch2024LeadingmobilesearchenginesintheU.S.2018-2024,bymarketshareGoogleDuckDuckGoYahoo!BingYandex90%70%50%30%10%-10%9Description:InMarch2024,Googleaccountedforover95percentofthemobilesearchmarketintheUnitedStates.Withapproximately59percentreachamongmobileaudiences,GoogleSearchisalsooneofthemostpopularmobileappsintheUnitedStates.DuckDuckGoandYahoo!followedastheleadingmobilesearchprovidersintheUnitedStatesduringthelastexaminedmonth,withsharesofaround1.84percentand1.54percenteach.

ReadmoreNote(s):UnitedStates;January2015toMarch2024;mobileonly;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterCHAPTER

02GoogleRegionaldistributionofdesktoptraffictoGasofDecember2023,bycountryDistributionofGtraffic2023,bycountryShareoftraffic15%0%5%10%20%25%30%UnitedStatesIndia26.95%4.52%4.35%BrazilUnitedKingdomJapan3.92%3.87%11Description:InthesixmonthsendingDecember2023,theUnitedStatesaccountedfor26.95percentoftraffictotheonlinesearchwebsiteG.Indiawasrankedsecond,accountingfor4.52percentofwebvisitstotheplatform,withBrazilcominginthirdplacewith4.35percent.ReadmoreNote(s):Worldwide;6monthsendingJanuary2024;alltrafficSource(s):SimilarWebShareofdesktopsearchtrafficoriginatingfromGoogleinselectedcountriesasofJanuary2024Google:desktopsearchmarketshareinselectedcountries2024Shareofsearchtraffic40%

50%0%10%20%30%60%70%80%90%100%IndiaItalySpain92.9%87.84%87.05%AustraliaBrazil86.34%86.12%HongKongCanadaUnitedKingdomWorldwideFrance85.04%83.53%83.08%81.95%80.04%79.2%76.25%74.74%GermanyUnitedStatesJapan12Description:Googleisnotonlypopularinitshomecountrybutisalsothedominantinternetsearchproviderinmanymajoronlinemarkets,frequentlygeneratingmorethan80percentofdesktopsearchtraffic.Thesearchenginegianthasamarketshareofover92percentinIndiaandaccountedforthemajorityoftheglobalsearchenginemarket,aheadofothercompetitorssuchasYahoo,Bing,Yandex,andBaidu.ReadmoreNote(s):Worldwide;January2024;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterAveragecost-per-click(CPC)inGoogleAdssearchadvertisinginNorthAmericainMay2023,bycountry(inU.S.dollars)GoogleAdsCPCinNorthAmerica2023,bycountry2.51.992.01.51.00.50.01.230.49UnitedStatesCanadaMexico13/statistics/1262493/search-advertising-cpc-north-americaInMay2023,theaveragemonthlycost-per-click(CPC)inGoogleAdssearchadvertisingintheUnitedStatesstoodat1.99U.S.dollarsandwasthehighestinNorthAmerica.InCanada,theCPCamountedto1.23U.S.dollarsandinMexicoto49U.S.cents.ReadmoreNote(s):Canada,Mexico,UnitedStates;May2023;basedondataextractedfromSemrushkeyworddatabase;widerindustrymetricsmayvarySource(s):SemrushNumberofadsblockedbyGooglefrom2016to2022(inbillions)Google:numberofadsblocked2016-2022655.243.43.23.132102.72.31.7201620172018201920202021202214Description:In2022,Googleremoved5.2billionadsthatwereinviolationofitsvariouspolicies.Thenumberhasbeensteadilyincreasinginthefive-yearperiodpresentedinthedataset.

ReadmoreNote(s):Worldwide;2016to2022Source(s):GoogleU.S.customersatisfactionwithGooglefrom2002to2023(indexscore)U.S.customersatisfactionwithGoogle2002-2023888684828078767472702002

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202315Description:AccordingtotheAmericanCustomerSatisfactionIndex(ACSI),theindexscoreofcustomersatisfactionwiththesearchengineGooglefrom2002to2022hasfluctuatedbetween86and77indexpointsoutof100.Inthemostrecentlyreportedperiod,thecustomersatisfactionscoreoftheonlinesearchproviderwas80.ReadmoreNote(s):UnitedStates;2002to2023;2022-2023,n=7,979;respondentschosenatrandomandcontactedviaemailSource(s):ACSI?CHAPTER

03OtherleadingsearchplatformsRegionaldistributionofdesktoptraffictoBinDecember2023,bycountryDistributionofBtraffic2023,bycountryShareoftraffic15%0%5%10%20%25%30%35%ChinaUnitedStatesJapan31.43%26.72%3.33%GermanyFrance3.31%3.1%17Description:InthesixmonthsendingDecember2023,theUnitedStatesaccountedfor26.72percentoftraffictotheonlinesearchwebsiteB.Chinawasrankedfirst,accountingfor31.43percentofwebvisitstotheplatform.Japancameinthirdplace,closelyfollowedbyGermanyandFrance,allaccountingforoverthreepercentofthewebpageonlinevolume.ReadmoreNote(s):Worldwide;6monthsendingDecember2023;alltrafficSource(s):SimilarWebSearchenginemarketshareofBingintheUnitedStatesfromJanuary2018toMarch2024BingsearchmarketshareintheU.S.2018-20248.5%8.0%7.5%7.0%6.5%6.0%5.5%5.0%4.5%18Description:InMarch2024,Binghadamarketsearchshareof8.04percentamongotherenginesintheUnitedStatesacrossalldevices.Itisamongthehighestquotaseverregisteredfortheengineinthecountry,aswellasoneofthehighestsharesofsearchhostsamongothercountries.However,Chinageneratesmorethan30percentofBing'sworldwidetraffic,whiletheUnitedStatesisresponsibleforashareoflittlemorethan26percent.

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toMarch2024;includesalldevices;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterU.S.customersatisfactionwithBingfrom2010to2023(indexscore)U.S.customersatisfactionwithBing2010-2023908281778070605040302010076757573737372727171702010201120122013201420152016201720182019202020212022202319Description:Between2010and2023,thecustomersatisfactionwithinternetportalandsearchengineBingfluctuatedbetween82and70indexpointsoutof100.Inthemostrecentlyreportedperiod,thecustomersatisfactionscoreoftheonlinesearchproviderwas75.ReadmoreNote(s):UnitedStates;2010to2023;2022-2023,n=7,979;respondentschosenatrandomandcontactedviaemailSource(s):ACSI?U.S.customersatisfactionwithYahoofrom2002to2023(indexscore)U.S.customersatisfactionwithYahoo2002-20239080797978787877778070605040302010076767676757474747373727271702002

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202320Description:AccordingtotheAmericanCustomerSatisfactionIndex(ACSI),theindexscoresofcustomersatisfactionwiththeinternetportalandsearchengineYahoofrom2002to2023fluctuatedbetween72and80indexpointsoutof100.Inthemostrecentlyreportedperiod,thecustomersatisfactionscorewas74indexpoints.ReadmoreNote(s):UnitedStates;2002to2023;2022-2023,n=7,979;respondentschosenatrandomandcontactedviaemailSource(s):ACSI?U.S.customersatisfactionwithAOLfrom2002to2022(indexscore)U.S.customersatisfactionwithAOL2002-2022Indexscore(100-pointscale)0102030405060708020022003200420052006200720082009201020112012201320145965676771746970747475717021Description:AccordingtotheAmericanCustomerSatisfactionIndex(ASCI),theindexscoreofcustomersatisfactionwiththesearchengineAOL(ownedbyYahoo!Inc.)from2002to2023fluctuatedbetween59and75indexpointsoutof100.Thecustomersatisfactionscorewas75indexpointsinthemostrecentlyreportedperiod.ReadmoreNote(s):UnitedStates;2002to2023;2022-2023,n=7,979;respondentschosenatrandomandcontactedviaemailSource(s):ACSI?SearchenginemarketshareofDuckDuckGofromJuly2019toFebruary2024,byselectedregionsandcountriesDuckDuckGosearchmarketshare2019-2024,byselectedregionsandcountriesUnitedStatesGermanyFranceUKEuropeWorldwide3.0%2.5%2.0%1.5%1.0%0.5%0.0%22Description:AlternativesearchengineDuckDuckGo'sworldwidemarketsharehassteadilyincreasedfromJuly2019toFebruary2024–thelargestsurgebeingintheUnitedStates,whichsurpassedthesearchengine’sgrowthinallotherregions.Here,anincreaseduptakebeganroughlyaroundthestartoftheCOVID-19pandemicinApril2020,continuinginthemonthsleadinguptotheUSelectionsandbeyond,butlaterrunningabitlowerthan2percentinsinceJanuary2023.ReadmoreNote(s):Worldwide,France,Germany,UnitedKingdom,UnitedStates;July2019toFebruary2024;includesalldevices;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterSearchenginemarketshareheldbyEcosiafromAugust2019toFebruary2024,byselectregionsandcountriesEcosiasearchenginemarketshare2019-2024,byselectregionsandcountriesWorldwideGermanyFranceEuropeUKUnitedStates1.4%1.2%1.0%0.8%0.6%0.4%0.2%0.0%23Description:ThesearchengineEcosia'sworldwidemarketsharehasremainedfairlystablebetweenAugust2019andFebruary2024.InGermany,wherethecompanyisbased,themarketshareoscilatedbetweenfrom0.51percentto1.19percent.ThisisstillasmallshareofthemarketwhichisdominatedbyGoogle.ThesearchtoolispoweredbyMicrosoftBing'ssearchtechnology,whichinvestsroughly80percentofitsprofitsintreeplantingandreforestationprojectsaroundtheworld.

ReadmoreNote(s):Worldwide,France,Germany,UnitedKingdom,UnitedStates;August2019toFebruary2024;includesalldevices;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterCHAPTER

04UsageandsearchbehaviorU.S.customersatisfactionwithonlinesearchenginesandinformationwebsitesfrom2000to2023(indexscore)U.S.customersatisfactionwithonlineportalsandsearchengines2000-202390838080808079797777777780706050403020100767676767676757572716865632000

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202325Description:ThisgraphshowstheAmericanCustomerSatisfactionIndex(ACSI),theindexscoreofcustomersatisfactionwithinternetsearchenginesandinformationwebsitesfrom2000to2023fluctuatedbetween64and80indexpointsoutof100.Thecustomersatisfactionscorewas80indexpointsinthemostrecentlyreportedperiod,thehighestvalueregisteredsofar.ReadmoreNote(s):UnitedStates;2000to2023;2022-2023,n=7,979Source(s):ACSI?U.S.customersatisfactionwithinternetportalsandsearchenginesin2023(indexscore)U.S.customersatisfactionwithinternetportalsandsearchengines2023Indexpoints300102040506070808090TOTALInternetsearchenginesandinformationGoogleDuckDuckGoAOL(Yahoo)Bing(Microsoft)Yahoo!8079757574Allothers7626Description:AsofJune2023,theindexscoreofUnitedStatescustomersatisfactionwithinternetsearchenginesandinformationwas80outof100indexpoints.LeadingsearchenginesGooglerankedwith80indexpoints,whileDuckDuckGoscored79indexpoints,asmajoralternativeengineslikeBingAndYahoo!rankedat75and74indexpointseach.Meanwhile,allothernon-listedtoolsscored76indexpoints.ReadmoreNote(s):UnitedStates;July2022toJune2023;2022-2023,n=7,979;respondentschosenatrandomandcontactedviaemailSource(s):ACSI?MostusedsearchenginesbybrandintheU.S.asofDecember2023MostusedsearchenginesbybrandintheU.S.2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%85%100%GoogleYahoo!27%Bing23%DuckDuckGo17%A12%12%SAOL9%7%6%5%4%3%5%BaiduEcosiaWebCrawlerYandexIhavenotusedanysearchenginesOther27Description:WeaskedU.S.consumersabout"Mostusedsearchenginesbybrand"andfoundthat"Google"takesthetopspot,while"Yandex"isattheotherendoftheranking.ReadmoreNote(s):UnitedStates;JanuarytoDecember2023;10046respondents;18-64yearsSource(s):ConsumerInsightsTopGooglesearchqueriesintheUnitedStatesin2023(indexvalue)LeadingU.S.Googlesearchqueries2023Indexrating020406080100120YouWeatherGoogle1005852AmazonYouTubeNews373531FacebookRedditWalmartNFLTranslatePeople271919171616Calculator1428Description:BetweenJanuary1standDecember31st,2022,"You"wasthemostpopularsearchqueryontheGooglesearchengine."Weather"wasrankedsecond,reachinganindexpointvalueof58relativetothetopsearchquery(You).

ReadmoreNote(s):UnitedStates;2023Source(s):DataReportal;GoogleTrends;Meltwater;WeAreSocialMostpopularGooglesearchkeywordsintheUnitedStatesin2023,bymonthlysearchvolumeMostsearchedkeywordsonGoogleintheU.Sin2023,bymonthlysearchvolumeMonthly

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ReadmoreNote(s):UnitedStates;2023Source(s):SimilarWebPlatformsusedbyonlineshoppersintheUnitedStatesforonlineshoppinginspirationorresearchasofSeptember2023,byagegroupU.S.platformsusedforonlineshoppinginspirationorresearch2023,byagegroup18-34%35-54%55+%Websites/appsusedforshoppinginspirationandideasAmazonWalmartTarget78%59%48%28%%83%56%39%34%26%%82%44%20%30%28%%SearchengineseBayTikTok24%%Websites/appsusedforresearchingitemsconsideredforpurchase%%Amazon62%45%33%44%70%44%28%54%69%34%14%51%WalmartTargetSearchengines30Description:AccordingtoaSeptember2023survey,AmazonwasthemostusedwebsiteorappbyonlineshoppersintheUnitedStatesforshoppinginspirationandresearchingproductsbeingconsideredforpurchase.Over82percentofrespondentsolderthan35yearsoldusedtheplatformforshoppinginspiration,whilemorethan69percentofrespondentsinthisagegroupuseditforresearchingitemsconsideredforpurchase.ChannelslikeWalmart,TargetandeBayalsoremainpopularforboth[...]

ReadmoreNote(s):UnitedStates;September2023;4,023respondents;18yearsandolder;onlineshopperswhoshoppedonlineatleastonceinthelast12monthsSource(s):ActivateCHAPTER

05SearchadvertisingRevenueinthesearchadvertisingsegmentoftheadvertisingmarketUnitedStatesfrom2019to2029(inbillionU.S.dollars)RevenueinthesearchadvertisingsegmentUnitedStates2019-20292502001501005002019202020212022202320242025202620272028202932Description:Theadspendinginthe'SearchAdvertising'segmentoftheadvertisingmarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2024and2029byintotal71.1billionU.S.dollars(+53.58percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach203.84billionU.S.dollarsandthereforeanewpeakin2029.Notably,theadspendingofthe'SearchAdvertising'segmentoftheadvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):UnitedStates;2019to2029Source(s):MarketInsightsRevenuegrowthofthesearchadvertisingmarketintheUnitedStatesfrom2019to2028RevenuegrowthofsearchadvertisingintheU.S.2019-202845%40%35%30%25%20%15%10%5%38.33%18.74%17.54%12.32%202311.69%202410.71%202510.23%20229.74%20268.79%20278.08%20280%20192020202133Description:Theadspendinggrowthinthe'SearchAdvertising'segmentofthedigitaladvertisingmarketintheUnitedStateswasforecasttocontinuouslydecreasebetween2023and2028byintotal4.2percentagepoints.Afterthefifthconsecutivedecreasingyear,theindicatorisestimatedtoreach8.08percentandthereforeanewminimumin2028.ReadmoreNote(s):UnitedStates;2019to2028Source(s):DigitalMarketInsightsAveragerevenueperunit(ARPU)inthesearchadvertisingsegmentoftheadvertisingmarketUnitedStatesfrom2019to2029ARPUinthesearchadvertisingsegmentUnitedStates2019-202970060050040030020010002019202020212022202320242025202620272028202934Description:Theaverageadspendingperinternetuserinthe'SearchAdvertising'segmentoftheadvertisingmarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2024and2029byintotal183.3U.S.dollars(+44.69percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach593.46U.S.dollarsandthereforeanewpeakin2029.Notably,theaverageadspendingperinternetuserofthe'SearchAdvertising'segmentoftheadvertisingmarketwas[...]

ReadmoreNote(s):UnitedStates;2019to2029Source(s):MarketInsightsAdspendingperinternetuserofthesearchadvertisingmarketintheUnitedStatesfrom2019to2028(inU.S.dollars)AdspendingperinternetuserofsearchadvertisingintheU.S.2019-2028600568.25531.01493.77500455.54416.934003002001000378.63342.3315.72232.19200.02201920202021202220232024202520262027202835Description:Theaverageadspendingperinternetuserinthe'SearchAdvertising'segmentofthedigitaladvertisingmarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2023and2028byintotal189.6U.S.dollars(+50.08percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach568.25U.S.dollarsandthereforeanewpeakin2028.Notably,theaverageadspendingperinternetuserofthe'SearchAdvertising'segmentofthedigitaladvertisingmarket[...]

ReadmoreNote(s):UnitedStates;2019to2028Source(s):DigitalMarketInsightsDigitalsearchadvertisingspendingintheUnitedStatesfrom2019to2028,bydevice(inbillionU.S.dollars)DigitalMarketOutlook:searchadspendingintheU.S.2019-2028,bydeviceSearchAdvertisingMobileSearchAdvertisingDesktop2001801601401201008064.9761.2357.4853.8850.4847.2944.442.72123.59202860113.23202732.8102.87202692.2429.264081.570.88202360.852.7220212036.19202028.852019020222024202536Description:Theadspendingisforecasttoexperiencesignificantgrowthinallsegmentsin2028.Thetrendobservedfrom2019to2028remainsconsistentthroughouttheentireforecastperiod.Thereisacontinuousincreaseintheindicatoracrossallsegments.Notably,theSearchAdvertisingMobilesegmentachievesthehighestvalueof123.59billionU.S.dollarsat2028.ReadmoreNote(s):UnitedStates;2019to2028Source(s):DigitalMarketInsightsDigitalsearchadvertisingspendinggrowthintheUnitedStatesfrom2020to2028,bydeviceDigitalMarketOutlook:searchadspendingchangeU.S.2020-2028,bydeviceSearchAdvertisingMobileSearchAdvertisingDesktop50%45.68%30.22%45%40%35%30%25%20%15%10%5%25.45%12.12%16.57%6.5%15.33%14.99%13.17%6.74%11.53%6.68%10.07%6.51%9.15%6.12%6.75%20243.94%20220%202020212023202520262027202837Description:In2028,theadspendinggrowthisforecasttosignificantlydecreaseinallsegmentscomparedtotheprevioustimepoint.Concerningthetwoselectedsegments,thesegmentSearchAdvertisingMobilehasthelargestadspendinggrowthwith9.15percent.Contrastingly,SearchAdvertisingDesktopisrankedlast,with6.12percent.Theirdifference,comparedtoSearchAdvertisingMobile,liesat3.03percentagepoints.ReadmoreNote(s):UnitedStates;2020to2028Source(s):DigitalMarketInsightsCHAPTER

06Spotlight:AI-poweredsearchUseofgenerativeartificialintelligence(AI)programsintheUnitedStatesin2023,byusecaseUsageofgenerativeAIintheU.S.2023Shareofrespondents30%

40%0%10%20%50%60%70%68%80%AnsweraquestionBrainstormingPhotos54%37%Music31%31%VideosDesigns29%29%StoriesArtwork