Bing vs Google: A Comparison of Users and Statistics 2026

Google continues to dominate the global search engine market with an  89.54% share  in 2026, but Bing has experienced steady growth, going from 2.81% in February 2023 to the  current 3.98%  (reaching 4.03% in December 2025).

Although the gap remains vast, the demographic and behavioral differences between the two audiences reveal unique opportunities for marketers and SEO specialists.

Global and Regional Market Share

Google processes approximately  8.5 billion searches daily  compared to  Bing's 900 million  , a difference of almost 10x. However, in the United States, Bing handles more than  28% of all queries , representing almost a third of American users.

Globally, the outlook as of December 2025 is:

• Google : 90.83%

• Bing : 4.03%

• Yandex : 1.56%

• Yahoo!: 1.26%

• DuckDuckGo : 0.78%

• Baidu : 0.66%

User Demographics: Age

The audiences of both search engines show different age profiles, with Bing attracting considerably older users.

Bing users by age (USA) :

• 18-24 years: 11-18.5%

• 25-34 years: 18-25.9%

• 35-44 years: 18-23.6%

• 45-54 years: 15.6-20%

• 55-64 years: 9.8-17%

• 65+ years: 6.6-16%

Google users by age :

• 18-24 years: 21%

• 25-34 years: 28%

• 35-44 years: 19%

• 45-54 years: 14%

• 55-64 years: 9%

• 65+ years: 6%

Key finding :  33% of Bing users are over 55 years old,  compared to approximately 15% on Google. The youngest group (18-24) represents only  11%  on Bing versus  21%  on Google, demonstrating that Bing is less popular among Gen Z.

User demographics: gender

• Bing : ~64% men, ~36% women

• Google : ~58% men, ~42% women

User demographics: income and education

Bing stands out for attracting users with higher purchasing power and a higher level of education.

Bing user revenue (USA) :

• Less than $25,000: minority

• $25,000-$39,999: 9%

• $40,000-$59,999: 16%

• $60,000-$74,999: 12%

• $75,000-$99,999: 16%

• Over $100,000: 38-41%

Approximately  half of Bing users are in the top 25% of household income , constituting professionals with disposable income.

Education :  30% of Bing users are university graduates , with an  additional 18% holding advanced degrees  (master's, doctoral). A  total of 34%  have completed higher education.

Marital status :  43% of Bing users are married , while 31% are single.

Search behavior and devices

Usage per device :

• Bing is predominantly a  desktop search engine : with ~11-12% share on desktop vs less than 1% on mobile, the vast majority are desktop-only users.

• In North American corporate and enterprise environments,  Bing commands over 33%  of searches on managed desktop devices (due to default IT configurations).

• Bing mobile experienced an  18% year-over-year increase  thanks to the launch of the Bing Chat mobile app in early 2024.

• On tablets, Google maintains  a 91.2%  market share versus   Bing's 6.1% .

Search intent : Bing searches are more  brand- and navigation-oriented  than Google searches, meaning users are usually closer to making a purchase decision.

Traffic and visitor volume

• Google receives  85.2-86.3 billion monthly visits  with a bounce rate of 28.46%; 27.15% of its users come from the United States.

• Bing reached more than  1.4 billion unique global visitors  in spring 2025, up from 1.3 billion in previous months.

• After launching its AI update, Bing surpassed  100 million daily active users .

User satisfaction

According to a 2025 Statista survey:

• 72% of Bing users  reported being "satisfied or very satisfied" with their results.

• 83% of Google users  reported the same level of satisfaction.

Google maintains an 11 percentage point lead in satisfaction.

Index and crawlability

• Google indexes more than  50 billion web pages daily.

• Bing indexes around  12 billion pages , focusing more on  quality over quantity.

• The size of Google's search index exceeds  100 million gigabytes.

AI adoption in search

• Bing's AI-powered answers are used in  34% of all Bing

• Google SGE (Search Generative Experience) / AI Overviews represent  19%  of Google searches in April 2025

• Google's AI Overviews have scaled to  1.5 billion monthly users  in 200 countries, representing  11.6% of search results in the UK  and  10.37% in the US.

Popular searches and clicks

• The most popular Google search term is  "YouTube"  with 1.2 billion global monthly searches, followed by  "Facebook"  with 593.5 million.

• 15  % of Google searches  use completely new search phrases never seen before.

• The #1 position in Google's organic results has an  average CTR of 27.6% .

• An estimated  58.5% of Google searches  in the US (mobile + desktop) result in zero clicks; in the EU this figure rises to  59.7% .

• 28.5  % of searches on Google in the US  lead to clicks on Google-owned platforms (YouTube, Images, Maps, etc.).

Voice Search

• 48  % of consumers  use voice search for "general web searches" and  39%  use virtual assistants via smart speakers

• Three of the four main virtual assistants  (Apple's Siri, Microsoft's Cortana, and Amazon's Alexa) use Bing to answer queries; only Google Assistant uses Google results.

• Microsoft's Cortana has  superior voice recognition , while Google Assistant offers  better contextual understanding .

Advertising: Google Ads vs Microsoft Advertising

Performance and range :

• Google Ads generates  $56.57 billion  in search property revenue in Q3 2025 alone (a 14% year-over-year increase).

• Microsoft reported  $70.1 billion  in total revenue in FY25 Q3 (up 13%), with search and news advertising revenue increasing  21%  (above average).

Cost :

• The  CPC (cost per click) in Microsoft Advertising tends to be lower  than in Google Ads in most verticals, although with a smaller audience volume

Network range :

• Microsoft Ads appear on Bing, Yahoo, AOL, MSN, DuckDuckGo, Microsoft Edge, Outlook, Skype, Windows, Cortana, and Xbox.​

Strategic Implications for Marketers

For Google :

• Younger, more diverse, and mobile-first audience

• Ideal for e-commerce, food delivery, entertainment, fashion, and tech startups

• Higher volume but also greater competition and CPC

For Bing :

• Larger audience, with higher incomes and more desktop-oriented

• Excellent channel for B2B, home services, luxury markets, financial products and professionals.

• Less competition, lower CPC, but lower volume

• Users with higher purchase intent (brand/navigation searches)

Conclusion

Although Google maintains a crushing advantage in global market share (90.83% vs 4.03%), Bing represents a  valuable and growing opportunity , especially in the US (28% market share) and for niches targeting mature, highly educated, and high-income audiences

The optimal strategy for maximizing market coverage is  to optimize for both search engines : Google for high-volume, young/mobile audiences, and Bing for high-value desktop users with less advertising competition. Ignoring Bing means missing out on nearly a third of US users and losing access to a premium demographic.

Sources : Impression Digital (2025), StatCounter (January 2026), HawkSEM (2025), SQ Magazine (2025), 99firms, NerdyNav, Backlinko, SearchEndurance.