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One argument to be made is that Google Search can only go downwards from here, as it is currently a clear market leader, and the remaining segments are not easy for them to break into. For example, Baidu has a stranglehold on search in China, and that's not likely to change drastically, with Google facing internal opposition to entering China.





This is true, but Google is also adding more search surfaces (e.g., google home, assistant etc.). So, it's possible that they might attract proportionately more users using these surfaces.

I don’t have any Google home devices, but I’d be curious to know how many of those queries are simply commands “Google play my music” and how many are actual internet searches “Google what is the capital of Alabama”.

Another market is Naver in Korea. Although I dont know much about how or why they remain dominant there.

Last I looked at them, they remained dominant because most Korean content on the web was inside Naver's walled garden.



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