Alphabet: Growth in an uncertain environment

90% market share

Many young people do not know of a world without Google and perceive it to be a mature business.

With an over 90% search market share in the US and more than half of the world's population using its search engine, the question can rightly be asked where further growth can come from. Google is the world's largest advertising media company, but still has less than a third of the overall advertising share in the US, with the digital advertising market making up about 68% of the total advertising market. There is therefore further market share for the taking, but irrespective of this parent company, Alphabet is inherently positioned for structural growth. While many advertising compa...