Beside the big and known Google, Yahoo, Bing, Blekko and Ask.com and the local leaders Baidu and Tandex, there are several other, “little” search engines – such as HotBot and DuckDuckGo. The latter was launched in 2008 and has a very, very limited market share with about 2.5 million searches a month. However, everyone is trying to gain ground these days – and if this is done on expense of Google – it is even better.
DuckDuckGo tries to gain users by emphasizing their pretty unique approach – they do no store search data. Either this is done on purpose or the company simply does not have the necessary resources, the manner is now advertised as being solely correct.
In an aggressive marketing campaign, the company specifically highlights “the Google way” of “invading your privacy”, stating that with little effort, your search history associated with computer IP and, stored at Google servers can be tracked down to you in person. Next goes your personal data, credit history, insurance policy etc.
Although the campaign (as most advertising campaigns) is not entirely correct, purposely exaggerating the “big brother” threat of in its quest of “making the privacy aspects of search engines understandable to the average person” (quoted is DuckDuckGo founder, Gabriel Weinberg), it might have an effect on certain privacy-concerned users. Will they switch to DuckDuckGo or go elsewhere? That is another question, of course…