Overview
Between January 2024 and June 2025, Google’s dominance in Thailand’s search landscape remained virtually unchallenged. Across all platforms combined, Google consistently captured over 97% of search traffic, with Bing and Yahoo! holding only 1–1.5% and 0.7–0.8%, respectively. Other search engines including DuckDuckGo, Yandex, and Baidu constituted negligible shares below 0.2 %.
All-Platform Market Share
As of June 2025, Google held approximately 97.51% of total search engine usage in Thailand. Bing followed at about 1.43%, Yahoo! at 0.79%, DuckDuckGo at 0.10%, and Yandex at 0.11%. Baidu’s share was measured at just 0.01%. These figures reflect the aggregation of desktop, mobile, and tablet usage.
Desktop vs. Mobile Segmentation
Desktop (June 2025)
Google accounted for 92.16%, while Bing captured 5.04%, Yahoo! held 2.51%, and DuckDuckGo and Yandex each remained below 0.12%.
Mobile (June 2025)
Google’s mobile share rose to 99.44%, with Yahoo! capturing 0.17%, Bing 0.13%, Yandex 0.12%, DuckDuckGo 0.10%, and Baidu only 0.01%.
Trends Over Time
Over the 18‑month period from January 2024 to June 2025:
Google’s overall share remained remarkably steady, fluctuating within a narrow band around 97–98%. Bing saw modest strength in desktop, consistently maintaining around 5% share in that channel. Yahoo!’s share remained just under 1% across platforms.
Comparative Context
Compared to global trends, Thailand’s Google dominance is even more pronounced. Worldwide in June 2025, Google’s share stood at approximately 89.54%, with Bing at 3.95%, Yandex at 2.45%, Yahoo! at 1.37%, DuckDuckGo at 0.86%, and Baidu at 0.73%. Thailand shows a higher concentration, especially in mobile search where Google reaches nearly 99.5%.
Search Engine Host Specifics
Looking at host domains reveals further nuances for June 2025: google.com accounted for 91.89% of search engine referrals, while google.co.th (the localized Thai domain) contributed 5.43%. Bing.com made up 1.43% in referrals. This suggests that even within Google, international versus local host domain use is dominated by the global domain in Thailand.
Factors Underlying Google’s Dominance
Thailand’s extraordinarily high Google share is influenced by several factors:
Default browser search engine settings on Android (which forms the majority of mobile users) and Chrome browsers. Extensive mobile-first internet usage, where Google’s lightweight mobile performance excels. Limited local competition—no Thai-based search engine significant enough to challenge Google’s scale, unlike China or Russia.
Implications for SEO and Digital Strategy
For digital marketers and content creators targeting Thailand:
Optimizing for Google is essential and nearly sufficient given its dominance across desktop and especially mobile. SEO efforts targeting Bing or Yahoo! may yield marginal benefit, particularly on desktop platforms. Localizing efforts around Google’s Thai domain (google.co.th) may help capture a small additional segment but is secondary to broader Google optimization.
Data Reliability and Scope
All datasets are drawn from Statcounter Global Stats, a widely recognized industry standard for internet usage analysis. The time frame—June 2024 through June 2025—is the most recent available as of mid‑2025 and offers daily granularity across desktop, mobile, and all-platform views.
Conclusion
From January 2024 through June 2025, Google maintained an overwhelming grip on Thailand’s search market, capturing over 97% across all devices, and nearly 99.5% on mobile. Bing and Yahoo! had modest presence—Bing stronger on desktop, Yahoo! marginal overall. Local domains (google.co.th) contributed minimally. These trends reflect stable user behavior and Google’s dominance in both global and Thai-specific search contexts.
References
Statcounter Global Stats, Search engine market share Thailand (Jan 2024–Jun 2025) https://gs.statcounter.com/search-engine-market-share/all/thailand
Statcounter Global Stats, Worldwide search engine market share – global benchmarks (June 2025) https://gs.statcounter.com/search-engine-market-share
