Head of Digital Policy at the Adam Smith Institute, Charlotte Bowyer, argues that Google's online prominence isn't something to worry about in the CityAM Forum Debate:
There’s no denying that Google’s empire is vast. But the question is whether the prioritisation of its own services within search is actually bad for consumers. Many rival facilities exist, yet despite heavy investment and the promotion of services like Yahoo’s Bing, EU consumers just aren’t that interested. This suggests that people simply find Google’s search function superior, or enjoy the efficiency of its integrated services. But the way in which we access information and entertainment is evolving. Personal Assistant services like Siri are designed to compete with traditional search, while consumers are increasingly turning “in-app” to services like Facebook, Instagram and even Snapchat for news and recommendations. Many once-popular services and tech companies fall out of favour with time. With so many alternatives out there, there’s no reason to assume that Google’s current dominance is anti-competitive, or even guaranteed to continue.