Unpacking the “90% Market Share” Figure That Triggered Google’s UK Woes

The stark figure of “more than 90%” is the critical piece of evidence that triggered the UK’s major regulatory action against Google. This overwhelming market share in search was repeatedly cited by the Competition and Market Authority (CMA) as the primary justification for designating Google with “strategic market status.”
This 90% figure is what allows the CMA to define Google’s position as “strategic.” It demonstrates that Google is not just a popular choice among many, but an entrenched incumbent with a level of market power that makes it a de facto gatekeeper to the internet for the vast majority of people in the UK. This level of dominance is seen by regulators as a significant barrier to entry for any potential competitor.
The implications of this market share are profound. It means that for nine out of ten queries, Google’s algorithm determines what information users see. It also means Google controls the primary and most effective channel for search advertising, giving it immense power over businesses that need to reach customers online.
The CMA’s entire case is built on the premise that a market with one player holding over 90% share cannot be considered healthily competitive. The regulator argues that this situation leads to a lack of pressure on the dominant firm to innovate, improve quality, or protect user privacy, as there is no credible alternative for most consumers to switch to.
Therefore, the remedies being proposed, like “choice screens” and fair ranking rules, are all designed with one goal in mind: to chip away at this 90% figure and create the conditions for a more diverse and competitive market where no single company holds such a powerful strategic position.