Over 15 years ago, Google altered the way the internet was used and is now one of the most visited websites in the United States. Google has also had much success with their Android phones and mobile applications. Although Google is currently ahead of the competition, there are a few competitors eyeing their position on top.

It doesn’t surprise me that Google is one of the most used search engines, approaching 90% of search market share in many countries. Anytime I or even my friends and family need to find information on a particular subject, we "google" it. I love the simplicity of the site and they always generate good search results. However, I don’t like the idea of knowing that Google tracks and monitors my searches and I’m sure that many others feel the same. Google has also been the subject of investigations based on their invasion of user privacy. In response, companies have drafted new data protection legislation.

Start-up companies like Duck Duck Go will use this issue to their advantage. They don’t track user history or information, allowing users to feel more comfortable using their site. Their site is very simple and easy to navigate just like Google’s and over the last year, the company has seen triple the amount of search engine queries. In addition to the search engines, Google will continue to compete with Apple and Microsoft in terms of their share of the phones and mobile application market.

Remaining at the top takes a lot of work. Google will have to be increasing mindful of current market trends and user satisfaction in order to remain above the competition.
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Victoria Baston

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