Search Engine Statistics 2025 (Germany, Austria, and Switzerland & Worldwide)
The latest search engine statistics show that Google remains the dominant force worldwide—both on desktop and mobile. However, new AI-powered tools such as ChatGPT, Perplexity, Copilot, and Gemini are noticeably changing search behavior. For companies in Austria, Germany, and Switzerland, it is crucial to understand these developments and adapt their SEO strategies accordingly. FirstPage.at supports this with data-driven SEO that responds to real user needs and current trends.
The most important points in brief:
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Google remains the market leader in 2025 with over 80% worldwide, especially on mobile devices.
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Mobile search is growing to over 65% in Germany, while desktop remains stable.
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AI tools such as ChatGPT and Gemini are changing search behavior and require GEO optimization.
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Zero-click searches are increasing, and visual elements such as snippets are crucial.
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Budget strategy: hybrid planning of SEO & SEA, with a focus on user intent and peak times.
Global search engine market shares (2025)
In 2025, Google holds a global market share of over 80%, with particularly strong representation on mobile devices. Bing follows with around 10%, while Baidu in China and Yandex in Russia maintain their niches. While tablets are stagnating, mobile continues to grow. Between 2020 and 2025, search behavior has changed significantly: mobile searches have increased by more than 20%, while desktop searches have declined slightly.
Germany in detail
Germany remains clearly dominated by Google. Across all devices, Google is at around 86%, Bing at just over 6%. On desktop, Bing is significantly more visible at around 15%, while on mobile it is barely relevant at less than 1%. This explains why industries that are strongly represented on desktop (B2B, finance, software) often see more Bing traffic than mobile-oriented companies (Source: StatCounter, August 2025).
The trend over the past 12 months shows that mobile continues to grow steadily, while the desktop segment remains stable. According to recent studies, the share of mobile searches in Germany is already above 65%. Companies should therefore make their content mobile-friendly, pay attention to fast loading times, and prioritize the user experience.
FirstPage.at supports you with tailored SEO solutions—from technical optimization and Core Web Vitals to content strategy. Mobile SEO, structured data, and adaptation to new AI-powered search systems such as Copilot and Gemini, which are also becoming increasingly important in Germany, are particularly important.
Search engine market shares in Switzerland & Austria
Austria and Switzerland follow the German pattern, though with small differences. In Austria, Google’s market share on mobile devices is clearly above 90 percent. Other search engines such as Yandex, DuckDuckGo, and Ecosia are present, but play only a minor role. In Switzerland, Bing is significantly stronger on desktop devices than on mobile devices. This is mainly due to preset browsers and operating systems.
The brief forecast for 2025/26: On desktop, slight stabilization can be expected. On mobile, Google remains the leader. AI-based answer boxes are changing click paths, but they do not threaten Google’s dominance in the short term. 
Source:[https://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/austria](https://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/austria)
Google searches per day – volume & dynamics
Google does not provide daily up-to-date figures on search volume. All figures are therefore based on estimates and projections. According to recent analyses by Exploding Topics and DemandSage, the number of daily searches in 2025 is between 13.6 and 16.4 billion. The exact figure depends on the calculation method and the time period considered.
This wide range can be explained by seasonal fluctuations, different device distributions, and global events.
Search behavior in Europe & DACH
Similar patterns also apply in Europe and the DACH region. Particularly noticeable are the search peaks before weekends, holidays, and seasonal events such as the Christmas business season (Q4) or the summer travel season.
- Peak times: mornings between 8–10 a.m. and evenings between 6–9 p.m.
- Device distribution: Mobile > desktop > tablet
- Search intents:
- Informational: 60%
- Navigational: 25%
- Transactional: 15%
Sources: https://explodingtopics.com/blog/google-searches-per-day, https://www.demandsage.com/google-search-statistics/
Consequences for SEO/SEA budget allocation
The high level of dynamism in search behavior has direct effects on the distribution of marketing budgets. Companies should focus their SEA budget specifically on transactional search phases—for example before holidays or seasonal peaks. Conversion rates are particularly high here.
At the same time, SEO is gaining strategic importance, as informational and navigational searches account for the majority of traffic. Investments in high-quality content, technical optimization, and regular updates pay off in the long term.
FirstPage.at recommends a hybrid budget strategy:
- Push SEA in the short term when fast results are required
- Strengthen SEO in the long term to build organic visibility and trust
- Data-driven planning with a focus on peak times and user intent
This makes the marketing budget not only more efficient, but also sustainably effective.
SERP features & click behavior
Elements such as featured snippets, “People Also Ask” (PAA), Local Pack, sitelinks, and Top Stories change click behavior. They often result in users no longer clicking on classic organic results. Studies show that the share of so-called zero-click searches is growing. In 2024, in the EU, only around 374 clicks went to the open web for every 1,000 Google searches on average.
Source: SparkToro – 2024 Zero-Click Search Study
This shows how important it is to be present in the visible areas of search results—such as snippets, PAA, or local listings. If AI Overviews are also displayed, the click-through rate drops even further. Measurements show a decline of around 34.5% for affected search terms.
In practice, this means content should be designed to provide direct answers, be locally visible, and encourage users to click further—for example through internal links or clear modules for the next step.
Optimization measures:
- Structured data (FAQ, HowTo, Product, LocalBusiness) for feature eligibility.
- Answer paragraphs (40–60 words) directly after H2/H3 headings
- Internal linking: From snippet paragraphs to deeper pages (guide, comparison, case study).
- Local Pack: Complete GBP profile, NAP consistency, review strategy.
- Top Stories: Freshness signal (date, updates), news format, make E-E-A-T visible.
- Additionally: Check monthly how often AI Overviews appear in your industry; studies show coverage depends heavily on industry and intent.
AI search engines on the rise: ChatGPT, Perplexity, Copilot & Gemini
Alongside classic search engines, AI-based answer systems are emerging: ChatGPT with web answers, Perplexity, Microsoft Copilot, and Google’s Gemini/AI Overviews. They provide synthetic answers plus sources—often without a classic SERP click. Google already reports > 1.5 billion monthly users for AI Overviews (Source:https://www.theverge.com/news/655930/google-q1-2025-earnings), and the rollout is underway in 100+ countries. For brands, this means visibility is no longer created only as a “blue link,” but also as a cited source in answers.
For SEO, this means that content must not only be findable, but also usable for AI systems. The new discipline is called Generative Engine Optimization (GEO)—optimization for generative answers.
What is GEO (Generative Engine Optimization)?
GEO optimizes content to be cited in AI answers: clear claims, verified figures, concise definitions, machine-readable structures (schema, tables), unambiguous entities, and source transparency. Initial guides show that GEO is complementary to SEO—the goal is answer inclusion, not just ranking positions.
Keyword strategy from “search engine statistics”
Use the search intents behind search engine statistics, “google searches per day,” “how many people use google,” and seo facts:
- Informational: definition paragraphs + current DACH figures (with date/source).
- Comparative: tables “Google vs. Bing vs. Baidu/Yandex” by device.
- Practical: “What does this mean for budget, content cadence, SERP features?”
Local & “near me”
Local Pack gains strength when NAP data is consistent, categories are precise, and reviews are actively managed. Combine city/district + service + FAQ sections so that PAA & local cards can take effect.
Voice search, snippets & AI tools
Use questions in natural language as H2/H3 headings (“How many people use Google in Germany in 2025?”). Directly below, provide a concise answer (one to two sentences)—ideal for snippets, voice assistants, and AI Overviews. Studies suggest that where AI Overviews appear, CTR decreases; therefore, plan prominent “read more” paths.
Mobile SEO & loading times
Mobile remains the reach lever: Core Web Vitals, lazy loading for media, short paragraphs, and strong internal click modules. This helps you avoid bounces—especially in zero-click SERPs, where only the strongest answer earns the click.
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