It’s no secret that our online activities are constantly monitored, a fact that makes most people uncomfortable. A 2020 study revealed that 91% of participants expressed concerns about the volume of data companies can gather about them. Currently, we’re witnessing a gradual shift in legislation to address these apprehensions, with major tech companies implementing new privacy measures to curb misuse and anonymize user data. Despite these efforts, skepticism persists among consumers, who often choose to find their own methods for private web browsing.
This burgeoning group of privacy-conscious users is progressively moving away from Google, opting for a search engine that prioritizes this aspect: DuckDuckGo. This begs the questions: Is DuckDuckGo legitimate? If so, what should you know about it? We have the answers.
Table of contents
- What is DuckDuckGo?
- DuckDuckGo statistics and facts you need to know
- How can you advertise on DuckDuckGo?
What is DuckDuckGo?
DuckDuckGo is a rising search engine that provides a familiar look and feel, comparable to what users anticipate from Google or Microsoft, despite launching in 2008. On DuckDuckGo.com, users can find answers to their queries, often sourced from countless sources and indexed through their own web crawler, DuckDuckBot. Beyond basic links, the DuckDuckGo search results page offers standard features such as maps, weather, local business details, images, videos, shopping, and even advertisements.
Mirroring Google and Microsoft, DuckDuckGo provides its own dedicated web browsers for both desktop and mobile platforms, along with supplementary free personal email services. The comprehensive suite of products offered by DuckDuckGo closely resembles what users have come to expect from other prominent search networks.
The defining factor that sets DuckDuckGo apart is its unwavering emphasis on user privacy. In contrast to Google and Microsoft’s search engines, browsers, and other products, DuckDuckGo refrains from generating unique cookies, storing IP addresses, retaining search and browsing histories, or collecting any other personally identifiable information. With no personal data stored, DuckDuckGo has never engaged in the sale of such information. The platform prioritizes encryption and positions privacy as its fundamental value.
While many tech companies’ privacy policies are lengthy and complex, DuckDuckGo’s privacy policy adopts a refreshingly concise and straightforward approach: “We don’t track you. That’s our privacy policy in a nutshell.”
This unique respect for user privacy has garnered DuckDuckGo significant acclaim and attention in recent years. It is rapidly evolving from a niche search engine to a prominent alternative to Google. As DuckDuckGo’s user base expands, so does the opportunity for astute marketers to connect with a distinctive audience that is shifting away from Google.
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5 DuckDuckGo statistics you need to know
To provide more insight into this emerging audience, we’ve gathered some noteworthy statistics from DuckDuckGo.
1. How many people use DuckDuckGo?
When exploring DuckDuckGo, the initial question often revolves around its user base and search frequency. Currently, DuckDuckGo handles over 3.1 billion searches monthly and boasts a global user base surpassing 46 million. While this might appear modest compared to Google’s vast reach, many DuckDuckGo users have opted out of Google due to data privacy concerns. Notably, 6.4 million DuckDuckGo users cannot be reached through Google Search.
2. Who uses DuckDuckGo?
Both Google and Bing observe a roughly equal gender distribution among their users. Interestingly, DuckDuckGo exhibits a slight gender skew, with males constituting nearly 60% of its traffic.
The age demographics of DuckDuckGo users mirror those of Google and Bing, with promising growth observed among the younger 18-24 age group.
The income distribution of DuckDuckGo’s audience is particularly noteworthy for marketers. The platform attracts a small yet affluent user base. While the median income in the US hovers around $44,000, over 85% of DuckDuckGo users earn above this average, with more than 60% earning at least $100,000!
3. How do people search on DuckDuckGo?
Google emphasizes a “mobile-first” philosophy, and mobile devices have constituted the majority of Google’s reach for the better part of the last decade. Microsoft, leveraging its dominance in personal computing, has firmly established its Bing search engine as a major player in desktop search. Privacy-conscious DuckDuckGo users maintain their preferences across both types of devices. In the US, over 15 million users leverage DuckDuckGo on both desktop and mobile, while less than 5 million rely solely on one device for their privacy-focused searches.
It’s worth noting that these 20 million+ mobile users significantly contribute to DuckDuckGo to the #2 search engine on mobile in the USA. While still trailing Google’s substantial mobile dominance, this user base represents a significant portion of the US market.
4. Where do people use DuckDuckGo?
Headquartered in Pennsylvania, DuckDuckGo has primarily operated as an emerging competitor in the US search market. However, as Google grapples with privacy concerns globally, DuckDuckGo has successfully captured market share from the search giant in several key international markets. Currently, DuckDuckGo accounts for approximately 1% of mobile searches in the United Kingdom and Germany, and 2% in the United States. A similar trend is observed in desktop searches, with DuckDuckGo representing around 2% in the United Kingdom and Germany, and roughly 3% in the US.
Approximately 58% of DuckDuckGo’s searches originate from the United States. Its primary international markets reside in Europe, Canada, and Australia, contributing 22%, 3%, and 2% of its remaining traffic, respectively.
5. Are people using only DuckDuckGo to search?
The primary driver for individuals adopting DuckDuckGo is the privacy it offers, a feature absent in other search engines, browsers, and email services. Unlike default search engines or browsers, switching to DuckDuckGo often requires users to actively adjust their preferences. Given this deliberate choice, most users refrain from frequently switching between the privacy-focused engine and its conventional counterparts. Statistics show that three-quarters of DuckDuckGo users avoid Google search entirely, and 69% do not use Bing.
This signifies that DuckDuckGo’s user base presents a unique audience inaccessible solely through Google Ads.
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How to advertise on DuckDuckGo
The expanding DuckDuckGo user base, composed of affluent, privacy-conscious individuals no longer reachable through Google or Bing, presents a valuable prospect for marketers. DuckDuckGo, like other search engines, prominently displays paid search ads at the top of its search engine results page. However, it lacks its own dedicated advertising platform like Google Ads or Bing Ads.
Instead, DuckDuckGo maintains a direct partnership with Microsoft Advertising, serving as an exclusive premium search partner. To advertise on the DuckDuckGo search engine results page, you’ll need to establish a Microsoft Advertising account. You can then proceed to create a new search campaign or import existing Google Ads campaigns into Microsoft Advertising. During ad group setup, ensure you configure the ad distribution settings to showcase your ads across the entire Microsoft Advertising network.
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Give it a go with DuckDuckGo?
While a mass exodus from Google to this newer search engine is improbable, it is crucial to stay informed about significant contenders in the search engine arena. This holds particular importance for advertisers and marketers aiming to connect with users across diverse online platforms, making DuckDuckGo a potential avenue for expanding your reach and engaging new audiences.