Privacy As A Competitive Vector

Our portfolio company DuckDuckGo has made privacy a big part of its value proposition. And slowly but surely, their search engine has gotten good enough that people are using it instead of Google.

DuckDuckGo publishes its search volumes publicly. They are doing 6mm searches a day now. This page says that Google does 6bn searches a day. So if that’s right, DuckDuckGo is doing 0.1% of Google’s search volume.

That’s not a huge market share. But DuckDuckGo is growing quickly. A year ago, their search volume was 1.8mm/day. So if they continue to triple their daily search volume each year for the next three years, they would have >150mm searches a day by June 2017. And assuming that Google’s search volume keeps growing at 15% per year, DuckDuckGo would be doing 1.7% of Google’s daily search volume in three years.

So there is certainly a market out there for people who will accept a slightly weaker product in exchange for privacy. It’s not 25% of the market. It may not even be 5% of the market. But I believe it is well north of 1% of the market.

And if that is the case, are there other big product categories out there other than search where privacy could be used as a competitive vector? How about email? How about messaging? How about maps? How about browsers?

I think we are going to see this play out in the coming years. DuckDuckGo is making it work. Why won’t others do the same?