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Who’s Searching On Bing?


In the previous blog we uncovered the 12.26% of searches in the UK that are made on either Bing or Yahoo. In relation to international marketing efforts it is also worth noting that Bing and Yahoo make up 30% of the market share in the USA. They therefore present an invaluable platform for ensuring maximum coverage within this territory.

However, not all searches are equal. With Yahoo and Bing search engines, queries are made by an entirely different demographic than with users on Google. You should consider this a main factor in your decision-making before embarking on a paid strategy with Bing Ads. If the demographic doesn’t match your target audience then there is little point in the investment.
Who uses Bing?

An interesting study by Jorge Gutierrez, Regional Sales Director at Microsoft, showed that the Bing audience tends to be an older and wealthier collection of searchers.

Research by comScore in 2015 also revealed more about Bing’s influence and the traits of its affluent audience in cold hard stats:

  • 22% more was spent online with Bing than on average internet searches
  • One third of the Bing Ads audience has a household income of $100,000 or more
  • Bing captured 56 million retail searchers not reached by Google
  • Bing searchers are for the most part 35+ in age and commonly within the 55-64 age bracket
  • Bing searchers are more likely to have children, based on their age
  • Users of Bing are generally less tech savvy

Bing Ads also features a newly-built form of data visualization which is based on comScore studies, allowing advertisers and marketers to gather this kind of reach and demographic data from the network. Currently the data is available exclusively for the United States, but Bing says international versions are in the works.

It’s interesting that these stats are derived from the US, as 85% of Bing users are located in the States. Did you know that 87% of Bing users come via Internet Explorer, versus 47% of users on Google? This is not surprising considering Explorer is the default browser for any Windows device.

Bing has been trying to target the younger market, with tailored commercials, and by being Facebook’s default search engine (up until 2014) and used as the default search platform on the Xbox gaming console. However, it is clear within the stats that the Bing audience remains older and wealthier than its Google counterparts. If you would like to know more about Bing’s demographics and influence within your industry, visit this page for a sector-by-sector statistical breakdown.

We hope to have helped provide a valuable insight into the differences between Google’s and Bing’s audiences, so that your business can better target your customer base, especially your local audiences.