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Bing Facts

Last updated: 13.10.2021
Author: Selma

While it’s safe to say that we can choose from loads of other search engines when looking for something online, we either turn to Google or Bing. While Bing, formerly known as Windows Live Search, has been in its more successful rival’s shadow for years now, the search engine still has a worldwide audience. The Bing facts we’ll share with you aim to get into the very core of Microsoft’s search engine’s (un)popularity, how it stacks up against the competition, and much more. Stay tuned!

Bing Facts (Editor’s Choice)

  • The number of daily Bing searches is close to 90 million.
  • Bing market share is 2.34%.
  • Bing users spend 35% more than Google users.
  • Over 71% of Bing users are 35 or older.
  • In July 2021, Bing recorded 1.1 billion visits.
  • The average advertising click-through rate for Bing is 2.83%.
  • The average cost-per-click on Bing can be about 60% lower than on Google.
  • Along with its partners, Bing handles over one-third of desktop traffic in the US.

Bing Usage Statistics

1. 50% of US citizens use Bing as their default search engine.

In March 2019, 126 million unique users performed 6 billion searches on Bing. That’s a lot for a search engine that we thought no one uses anymore. Contrary to popular belief, Americans seem to like Bing just fine. Actually, 62 million people say they use both Bing and Google, while 66 million Bing users claim to turn to this search engine exclusively.


2. 30%-40% of searches on Bing are related to travel, cars, health, and finance.

Bing search statistics show that people use the engine a lot longer while browsing through content about these four particular topics. This is something to keep in mind if you have a business related to either one of the most popular searches.


3. Bing’s traffic for July 2021 was 1.1 billion.

Given its competition, it looks like Bing did pretty well in July. While you’d probably assume that most of this traffic came from the US, you should also keep in mind that China accounts for about 24.5% of the overall traffic on the Bing search engine.


4. 69% of people use Bing to look up popular websites and brands.

Bing usage statistics have shown that more than two-thirds of users look up popular websites such as Facebook (17,720,000 searches), YouTube (21,870,000), and ironically, Google (25,840,000). People also use Bing web search to access their Gmail accounts with a volume of 9,550,000, while the fifth most popular search is Amazon, boasting 5,000,000 in search volume.


Top 10 Bing Searches Worldwide

Bing Demographics Statistics

5. Over 71% of Bing users are 35 years old or older.

Bing can boast about its mature global audience, with the percentage of 25-34-year-olds sitting at 17.8%. The share of 35-44-year-olds is the same. The number goes up a bit for the 45-54 age group that takes up 19.8% of the overall audience. The 55-64-year-old audience currently accounts for 16.8% of the search engine’s user base, sharing the percentage with the 65+ age group. Finally, the least active age group on Bing is 18-24-year-olds, with a 10.9% share.


Distribution of Bing Users by Age

6. 38% of the search engine’s US-based users make more than $100k a year.

Bing user statistics show that the highest percentage of Bing’s US user base is well-off, with their household incomes being over $100,000. 17% of users are in the $75,000 to $99,999 range, while 12% have $60,000 to $74,999 coming in every year. Another 16% of users have a $40,000 to $59,999 household income. Finally, just 9% of the user base has a yearly income of $25,000 to $39,000.


Distribution of Bing Users by Income

7. 43% of those using Bing are married.

Bing statistics also show that most users are married, making up 43% of the whole base. On the other hand, 11% are divorced, 4% are widowed, and 2% are separated. On a happier note, 9% of the users live with a domestic partner, while 31% are single and have never been married. If you plan on advertising to singles, keep in mind that those make up a third of Bing’s audience.


8. 50% of those who use Bing have graduated from college.

Bing statistics also show that the engine’s user base is more educated than Google’s, for example. Seeing as how half of Bing users have graduated from college, and 17% graduated with an advanced degree, it’s safe to say that the majority of Bing’s user base is well-learned. However, this may be connected to the fact that most people that use Bing are affluent, as we’ve already mentioned.


Distribution of Bing Users by Education

9. 50% of people who use Bing are women.

One of the interesting Bing facts is that women comprise exactly half of its user base. While this information may not look that useful to you now, if you were to start using Bing as an advertising platform, this piece of information would serve as valuable insight into who you are advertising your products and services to. If, on the other hand, you decide to hire a digital marketing agency, make sure their knowledge about your target audience is impeccable.


Bing Ads Statistics

10. With just one ad buy, you can reach 162 million users.

Using Microsoft advertising and Yahoo sites, a Bing ad buy will give you a reach to more than 160 million unique users. Combined, Bing, Yahoo, and their partners account for over 37.2% of all desktop traffic in the US. Search engine statistics further reveal Bing’s share of desktop traffic has increased by 54% in just three years.

(WordStream, Microsoft)

11. Microsoft generated $8.53 billion in search ad revenue in 2021.

Bing Ads, along with the other two Microsoft search engines (Yahoo and AOL), managed to generate just over $8.5 billion this year. However, Bing statistics show that the tech giant’s revenue dropped by 18% due to the pandemic. One of the fun facts about Bing comes from the latest A/B testing statistics, revealing that the search engine increased its annual revenue in the US by $100 million with an A/B test.

(MSPoweruser, Statista)

12. The average cost per action is $41.44.

Due to its low CPC prices, Bing Ads can also boast lower CPAs. Keeping Bing’s audience in mind and the fact that they are usually older and not that tech-savvy, it is no wonder that the average CPA for the technology industry is $102.94. On the other hand, the average CPA for home services is $21.68 and $25.16 for apparel and accessories.


Bing's Cost Per Action (CPA) Across Select Industries

13. Bing’s average click-through rate (CTR) is 2.83%.

Bing statistics show that the search engine has a strong CTR for the vast majority of industries. However, it may be the best choice for people in employment and career services, where it has shown an impressive CTR of 3.53%. Additionally, the stats show that Bing also proves successful in several different ad groups, such as retail (3.06%), apparel and accessories (3.33%), B2B advertising (3.01%), and finance and insurance (3.51%).


Bing's Click-Through Rate (CTR) Across Select Industries

Bing vs Google Statistics

14. The top searched term on Bing in 2020 was ‘Google.’

Ironically enough, the most popular term on Bing search worldwide was its biggest competitor. While those using Bing were trying to get a hold of the leading search engine in the world, Google users’ top searched term this year was ‘Coronavirus.’ Google’s most searched phrase ever, meanwhile, was ‘when are the NBA playoffs.’ In the battle of Bing users vs Google users, it’s safe to say that the latter have won.

(Delivered Social)

15. Google holds 92.71% of the worldwide search market, while Bing has 2.34%.

One of the Bing stats that most people probably don’t know is that the engine holds less than 2.5% of the search market. Yes, we already know that King Google reigns supreme, but the fact that it has nearly 92% of the worldwide search market is still shocking. Especially when compared to Bing’s 2.34%. On the bright side, this number is a bit higher than Yandex’s minuscule 1.38% and DuckDuckGo’s 0.6%.


16. There are about 90 million Bing searches per day.

Bing vs Google usage statistics show that Google boasts 3.5 billion searches every day. Bing has over 88 million searches per day, which multiplied by 30 days, results in about 2.65 billion monthly searches on the platform, which is not too shabby compared to the DuckDuckGo 30 million searches per day, for example.


17. Bing’s CPC (cost-per-click) is up to 60% cheaper than Google’s.

If you are looking to start advertising online, check out this fact about Bing. The average CPC for Google is $20.08, making Bing’s $7.99 look like a steal. The main reason for this is that there is a lot less competition when you’re advertising on Bing Ads, which results in lower prices.


18. Marketers have a 35% higher advantage in ad positioning on Bing.

While advertising on Google can give marketers the possibility of advertising to broader masses, that also means that they have much bigger competition and that their ads will usually end up with lower visibility. On the other hand, Bing Ads statistics show that you have up to a 35% advantage to land an optimal ad position on Bing vs Google.


19. An average Bing shopper spends 35% more than Google shoppers.

We already mentioned that the majority of Bing searchers (38%) have six-figure incomes. With more money circulating in users’ households, it’s no wonder they spend up to 35% more than your average Google user usually would. This is one of the many interesting Bing facts that may come in handy when advertising on the platform.


20. Bing beats Google in tablet click shares by 2%.

Bing takes the lead, finally! Google US-based users have a 3% click share on their tablet devices, while this percentage for Bing users is currently at 5%.


Bing FAQ

How many people use Bing?

Bing has over a billion million unique global visitors every month.

What percentage of users use Bing?

Bing user statistics show that, as of August 2021, 2.34% of global users search on Bing as their default engine.

Who uses Bing?

The average Bing user’s age is 35 or more, and the majority are married and make over $100,000. 50% of users are female, and 50% are male.

Which country uses Bing the most?

Bing is most popular in the US.

What is the number 1 Bing search?

An interesting fact about Bing is that the most popular query on the search engine is ‘Google.’

How many searches does Bing get a day?

The number of Bing searches per day is around 90 million.

When was Bing launched?

Bing was created as Microsoft Live Search’s replacement and was revealed on May 28, 2009. It was officially launched a couple of days later, on June 3, 2009.

Who owns Bing?

Bing is owned by the Microsoft Corporation.


After going over some interesting facts about Bing, such as Bing usage, demographics, Bing Ads, and, of course, its never-ending battle with Google, it’s safe to say that Bing is a force to be reckoned with. While it may never receive the attention that Google has been enjoying all this time, Bing continues to be an important part of most Americans’ everyday lives. The search engine is also a great advertising platform but is often overlooked because it is in Google Ads’ shadow. Still, Microsoft Bing seems to be climbing up the ladder of success as the second-ranked search engine in the world. The 20 Bing facts we’ve gone through together definitely prove it.

Sources: WordStream, Similarweb, Ahrefs,, Statista, Microsoft, MSPoweruser, Statista, WordStream, Delivered Social, Statcounter, Ahrefs, Instapage, REQ, Statista, Statista, CNN.