Curious about the latest Microsoft Bing statistics?
In this post, we’re looking at the latest stats for Microsoft’s default search engine. This will help you to understand how significant this search engine platform truly is, how it compares to Google, and more.
Who knows? Maybe Bing could be a good Google Search alternative for you.
By the end of this post, you’ll have a complete understanding of Bing’s place in the search engine market.
Let’s get started:
Microsoft Bing statistics – Editor’s picks
- On average 1.114 billion users use Bing as their search engine. (Statista)
- Facebook is the most popular website searched for using Bing with over 12.9 million searches. (Ahrefs)
- Over 29% of Bing users are aged between 25-34. (SimilarWeb)
Bing key usage statistics
This section contains Bing statistics that detail how popular this search engine is today.
Bing had on average 1.114 billion users per month.
From September 2021 to February 2022, Bing had an average of 1.114 billion users per month.
According to Statista’s Bing statistics, there’s been a spike in Bing Search usage from December 2021 (1.14 billion Bing users) to January 2022 (1.18 billion) before dropping back.
SimilarWeb’s analysis of the search engine shows that from February April 2022, Bing had an average of 1.2 billion visits. More specifically, it had 1.1 billion visits in February, 1.3 billion visits in March, and 1.2 billion visits in April.
The average visit duration is 7.24 minutes with a bounce rate of 38.04%.
Source: Statista, SimilarWeb
55% of Bing users use the search feature for product research.
Microsoft’s Bing statistics show that 55% of Bing users (along with AOL and Yahoo! web search users) use the search feature to do product research. Another 38% of users said that they use Bing for brand discovery.
The same source—which is meant to help marketers plan for their Microsoft advertising strategy—claims that 70% of users plan to buy a car in the next 3 months while 29% plan to buy insurance in the same period.
52% of search engine users are business decision-makers. 23% are business executives.
40% of Bing searches are for domestic travel planning. 21% of Bing web searches are for planning international travel.
Microsoft advertising also indicates that 100% of its users have purchased a product or service online.
In addition, Ahrefs reports that most Bing search engine user queries in the United States are navigational. That means the searches made on the platform were made to look up specific websites.
Searches for Facebook top the list with a search volume that exceeds 12 million. This is followed by Bing web search for YouTube (11+ million), Google (8+ million), Gmail (6+ million), and Amazon (4+ million).
The list of sites searched for globally contains the same sites but in a different order. Google tops the list at 40+ million. This is followed by YouTube at 35+ million, Facebook at 28+ million, Gmail at 15+ million, and Amazon at 7+ million.
Source: Microsoft, Ahrefs
Below are Bing statistics that paint a picture as to who uses this search engine platform.
Men and women have a 50/50 split as Bing users.
There’s a 50/50 split between men and women Bing Search users in the United States as of 2018 according to Statista.
Microsoft Search Network numbers show that 73% of platform users are under the age of 45. 44% are female while 56% are male.
But SimilarWeb’s numbers are vastly different. This source says that the gender distribution tilts in favor of men with 66.66%. There are only 33.34% of female users using the search engine.
Source: Statista, Microsoft, SimilarWeb
57% of Bing users have children living at home.
34% of Bing searches were made by people who have graduated from college. 53% of its users are married. 58% of them have children living at home. This is according to numbers from Microsoft Advertising.
Only 2% identify themselves as part of the LGBTQ+ community. 17% of those who used the search engine reported having a disability.
SimilarWeb adds that the majority of Bing search engine users are in the 25-34 age group at 29.22%. 22.11% of Bing users belong to the 18-24 group.
19.56% are 35-44. 12.73% are 45-54 years old. 9.44% are 55-64 years old. And 6.96% are 65 years old and above.
Source: Microsoft, SimilarWeb
France uses Bing the least with 3.28% of searches.
China is the country that makes the most Bing searches at 34.45%. This is followed by the United States at 27.60%.
Other countries like Japan (3.66%), Germany (3.47%), and France (3.28%) also use the search engine though not as much.
You can use Bing in over 100 different languages.
The Bing search engine is offered in 105 languages and operates in 238 countries.
Source: Bing Settings
These Bing statistics measure how this search engine stacks up against its competition.
The search engine with the biggest market share is Google.
Google has the biggest total and mobile organic search visits in the United States as of Q1 2020.
Google has 92% total search visits and 96% mobile search visits. Bing only has 3.9% total visits and 1.4% mobile visits.
Bing generates 900 million daily searches.
Bing generates 900 million searches per day. While that is a huge number, it’s almost nothing next to Google’s search numbers which can reach 6.9 billion searches per day.
The search engine with the most site visits is Google with 15.63 billion visits.
Google is the search engine with the most visits as of December 2021. It has 15.63 billion visits.
It is followed by YouTube which has 4.11 billion visits. Bing’s site visits are only 723.38 million.
It is worth noting, however, that Bing has a larger desktop share. Bing has a 57.32% desktop share compared to Google’s 43.97%.
Bing’s traffic acquisition costs decreased by 18% (Q4 2020).
Bing Search Advertising was affected by Covid-19 developments. In Microsoft’s Q4 2020 Earnings Report, it stated that traffic acquisition costs decreased by 18% (excluding traffic acquisition costs).
That means Bing’s revenue was at around $1.6 million which is what the Surface division was earning.
The main reason for the decline in search advertising revenue was less advertising spending due to the economic crisis that followed the pandemic response.
Microsoft Bing statistics sources
Is Bing a viable alternative to Google Search?
While Bing has a sizeable user base, its market share is small compared to Google Search – the search engine that dominates the market.
For marketers, does that mean you should ignore Bing entirely? That depends on your niche/industry. Fortunately, the statistics above offer some insights into the demographics of Bing’s user base which will make this decision easier.
While optimizing content for Google and Bing is different, there are similarities between how the two platforms evaluate content. For example, they both place a heavy focus on trust which means that link building will benefit rankings in both search engines.
Fortunately, keyword research will require the same approach for both search engines. But when it comes to rank tracking, you’ll need to ensure the software you choose supports Bing. You can track rankings for most popular search engines with a tool like SE Ranking.