Google’s market share of search queries is almost 80 per cent in the US, 85 per cent in the UK, and nearly 95 per cent in Brazil. In the smartphone market, Android is installed on four out of five phones globally, with Apple’s iOS used on the vast majority of the others. No other operating system really figures. This dominance is even more pronounced among certain demographics and age groups. In the US, more than 85 per cent of teens own an iPhone.7 In online advertising, Facebook and Google between them account for more than 90 per cent of all global spend.
