5.1.4 Google dependency state

Some continents are clearly under Google domination, this is the case for Europe and Latin America:

Google domination in Europe

Google domination in Latin America (Comscore. (2008))

As mentioned in chapter 3.2.5 those two continents are particularly interesting because this is where Internet users in average perform the most search per capita.

The more search are performed and the more Google can collect information on its searchers. This allow him to fit better user expectations and to get many information about experienced search users.

Those are information that its competitors don‟t have and with more than 60% of market shares worldwide Google has all elements to keep developing high expected services and increase the dependency state.