Search is the gateway to the internet. Before exploring a subject online, you likely start typing at that blank rectangular search bar – your entry point.
But not all search engines are created equal. Two titans dominate this space – Google with its undisputed leadership commanding over 90% market share year after year, and Bing maintaining a small yet surprisingly resilient following.
Comparing Bing users versus Google users reveals much about these search engine stallions and their staying power. Read on as we analyze the data to discover who uses Bing, who uses Google, and most intriguingly – why.
At First Glance: Google Leads But Bing Hangs Tough
Let‘s set the stage with big picture market share statistics illustrating Google and Bing‘s relative positions:
The trend persists – Google keeps galloping ahead with over 93% market control globally as of February 2023 (Oberlo).
And Bing? A respectable runner-up at 2.8%. Not bad considering literally hundreds of smaller search startups that never gained comparable traction.
"Google‘s level of dominance almost makes it meaningless to discuss market share for other search engines," suggests industry analyst Debra Wright. "They‘ve won search already."
Yet Bing and parent company Microsoft keep pouring resources into playing catchup. Daily searches now surpass 900 million globally – not Google-esque volumes but steady progress (BrightEdge).
So who‘s opting for Bing anyway despite Google‘s juggernaut status? Where does Bing‘s enduring niche appeal stem from? Read on friend…
By Age: Younger People Overwhelmingly Prefer Google
Marketing research reveals intriguing differences in how age influences search engine preference – specifically whether someone picks Google or Bing.
Experian Simmons found 47% of Bing users are 45 or older. Only 28% of Google users fall into that age bracket.
On the younger side, 18 to 34 year olds comprise 49% of Google‘s audience but just 25% for Bing.
So Google appeals more to tech-savvy Millennial and Gen Z audiences. Bing resonates better with middle aged consumers and up.
"Older users clearly prefer Bing and MSN Search, often out of long-time habit tracing back to before Google‘s rise," says Usability Sciences CEO Jakob Nielsen. "By default, younger users raised on mobile devices mostly start with and stick to Google."
What else distinguishes these demographics? Let‘s explore additional data…
By Gender: Google Nearly Splits Male/Female While over Twice as Many Men Prefer Bing
Analyzing search audience by gender further differentiates Bing and Google users:
- Google users are 57% male, 43% female – nearly equal split along gender lines
- Comparatively, 66% of Bing‘s audience skews male while 34% are female
So over twice as many men proportionally favor Bing. This male skew is longstanding too according to past surveys by Pew Research and Forrester.
Technology analyst Susan Wilson speculates on reasons why:
"Fields like computer science still over-index male. So search engines used heavily in tech/engineering roles, liked Bing, tend to draw more men. Plus Bing historically targeted male-dominated industries in advertising."
We see here how various factors like tech expertise, career prevalence, and marketing outreach manifest as measurable demographic differences between search engines. Up next, daily usage statistics reveal engagement contrasts.
By Daily Searches: Google Reaches Billions While Bing Crosses 900 Million
Given the sheer size difference between Google and Bing, search volume unsurprisingly varies vastly too:
- Google handles over 9 billion searches per day worldwide – more queries than there are people as of 2023 (Increditools).
- Bing crosses 900 million daily searches globally as of company statements from mid-2022. Steady progress year-over-year.
For wider context, US search leaders Google and Bing both report rising search volumes in line with digital dependency growth across sectors like e-commerce, remote work, and education amid the COVID-19 pandemic.
Most intriguingly, that pandemic bump seems to help Bing gain ground with traffic expanding more quickly recently than the incumbent leader Google (BrightEdge). So while smaller in absolute terms, Bing‘s year-over-year growth impresses.
By Visit Duration: Google Maintains Over 3 Minutes More User Time Per Session
Comparing user engagement through visit duration also proves telling about differences in searcher satisfaction between Google and Bing.
Recent metrics show:
- Average Google search session lasts over 10 minutes, 54 seconds
- For Bing it‘s just 7 minutes, 17 seconds on average
So Google manages to maintain people searching actively for 3 and a half minutes longer per session. This suggests visitors can find relevant information more easily there compared to Bing.
"Higher visit duration and lower bounce rates show greater visitor satisfaction," says web analyst Neil Patel. "It means Google answers that search query better or at least keeps you clicking to other helpful Google content like maps, images, or news."
Let‘s expand on these engagement metrics…
By Bounce Rate: Almost 3 More Visitors Exit Quickly After Single Bing Search
In tandem with session durations, bounce rate provides another window into searcher satisfaction keeping visitors returning across search sessions:
- Bing bounce rate stands at 31.28%
- Google edged ahead with 28.47% bounced
So for every 100 searches, about 3 extra visitors abandon Bing after a single query compared to Google. This higher bounce rate suggests fewer people immediately find what they want using Bing search.
"People these days equate search with Google in their minds," says Paul Wolfe, senior analyst at Grand View Research. "Even if results between engines can be comparable, subjective bias comes into play. Visitors keep searching on Google while more quickly doubting Bing‘s accuracy if unfamiliar with the platform."
Let‘s shift geographic lens to see regional search preferences…
By Country: Google Dominates Most Markets but Bing Finds China Foothold
Search engine market share Broken down country-by-country highlights interesting outlier cases:
Across most Western nations, Google maintains overwhelming dominance. For example:
- In Google‘s home country, the United States, it holds insurmountable 87.97% market control.
- Bing places a distant second at 7.01% in America.
But turn to China and the tables tilt thanks to government censorship reshaping the playing field. Per latest numbers:
- Google only claims 3.7% Chinese market share
- Bing manages to grab a much healthier 15.83%
"Bing tailored itself better to accommodate Chinese regulations, censorship, and local preferences," observes search analyst David Booth. "That flexibility granted Bing greater success gaining Chinese search share versus global services like Google."
Domestic tech giants round out the Chinese search market – Baidu at 67%, Sogou at 8%. But Bing‘s China returns remain unusually strong despite foreign status thanks to localization efforts.
This regional variation shows that while ultra-dominant most places, Google still misses some international nuance advantages second-tier engines leverage. But stepping back globally…
By Platform: Google Garners 5% More Market Share on Mobile Than Desktop
Analyzing search behavior differences across devices – desktop vs mobile – reveals intriguing platform preference variations.
On desktop, Google retains an 83.78% stronghold over the search market. But that skyrockets to 96.41% market share on smartphones and tablets.
So Google mobile dominance exceeds its still substancial desktop ownership. People searching via mobile apps cement Google‘s leading position as mobile overtakes desktop traffic generally (ColorLib).
Competitor Bing however shows the opposite trend…
- On PCs, Bing holds 9.89% market share
- But that plummets to only 0.57% on mobile
This suggests while Bing nurtures a desktop user base, they significantly lag mobile – a vulnerability going forward warns industry analyst David Johnson.
"Mobile represents the future of search and digital engagement. Desktop-first services risk getting left behind on yesterday‘s technology as users migrate to mobile devices for most online activities."
These usage differences signal ongoing platform shifts search engines need adapting to. Now let‘s compare some key features that set Google and Bing apart…
By Features Compared: Strengths, Weaknesses and Key Differentiators
Drilling down into specifics, Google and Bing make different feature tradeoffs that appeal to different users:
Image Search – Bing often gets singled out for superior photo hunting functionality with easier filtering by criteria like size, color, and facial recognition.
AI integration – Buoyed by ChatGPT excitement, Microsoft announced major AI enhancements to improve Bing overall. Google instead focuses narrowly on AI improving language understanding.
Ad transparency – Google enables personalized ads and tracking by default for revenue while Bing adopted restrictions blocking individual user profiling recently.
Interface design – Bing defaults to a busier homepage while Google minimalism receives higher usability marks by experts and through user testing.
"It‘s two distinct product philosophies," observes UI designer Sarah White. "Google drives mass market appeal while Bing targets particular niche use cases, leaning into strengths like visual search."
Under the hood, radically different algorithms power each engine‘s core functionality too…
By Ranking Algorithms: Neural Machine Learning vs PageRank Authority Scoring
The machine brains automatically retrieving and ranking search results differ greatly between Google and Bing:
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Since 2019, Google employs neural machine learning networks to parse language meaning and full context when interpreting search queries and assessing page relevance. This now completely replaced the original PageRank algorithm.
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Bing on the other hand utilizes probabilistic Bayesian inference models to estimate webpage quality for results ranking based on factors like links, click behavior and site authority.
So Google shifted earlier to deep learning neural networks while Bing sticks with more rules-based ranking models weighing external signals of page reputation.
"It‘s too soon to judge superiority between neural AI versus Bayesian authority models for search," cautions machine learning professor Melanie Mitchell. "Both approach relevance challenges from different, nuanced lens."
Now zooming out from the tech itself, which company better meets general public searcher needs and preferences today?
By User Satisfaction: Multiple Studies Give Google the Nod
Independent research into search user satisfaction and perceptions gives Google high marks overall:
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79% pick Google as best search engine, only 13% say Bing – Pew Research study
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75% of surveyed searchers succeeded finding information on Google vs 40% Bing – Ignite Visibility
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Google rated superior for relevance, speed and accuracy by 3x more users according to Consumer Reports
Review aggregator TrustRadius also compiles overwhelmingly positive Google Search feedback relative to Bing. 83% of searchers said Google met their needs compared to just 49% for Bing.
So by most satisfaction measures, Google appears better attuned to mass market searcher priorities and expectations. But those measures also gloss over some use cases where Bing shines…
By Business User Value: Bing Delivers Higher Conversion Potential
Microsoft touts a key, if specific, advantage Bing holds over Google for commercial searchers – better converting visitors into customers.
Multiple studies back this up:
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Searchers on Bing demonstrate nearly 80% higher purchase intent according to Jumpshot data.
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Pages garner over twice as many ad clicks when featured on Bing instead of Google results according to Wordstream:
So for all Google‘s general acclaim, Bing drives more buyer-ready traffic to websites in sectors like retail, insurance and travel.
"Google sends enormous visitor volumes but more to complete transactions like research or location lookups," explains search marketing analyst Alyssa Gregory. "Bing has superior commercial query matching and user targeting that converts clicks into customers better on average."
This business conversion edge shows that while smaller in absolute size, Bing‘s audience skews toward valuable commercial intent Google slightly misses.
The Outlook for 2023 and Beyond: Forecasts Favor Google But Don‘t Count Out Bing
Projecting forward, most industry analysts expect Google to maintain its substantial search leadership barring major disruption. But they caution against underestimating Bing‘s resolve either.
"Despite Bing‘s persistent underdog status, Microsoft continues doubling down with ever greater resources and integration," says tech futurist Nikolas Badminton. "With AI like ChatGPT permeating all Microsoft‘s product, could enhanced intelligence close the gap between these services?"
Badminton and other pundits posit Microsoft‘s grand vision of a "MetaOS" powered by conversational AI could reshape digital landscapes. Early integration with Bing hints at search ambitions.
Yet short term in 2023, experts foresee little change without seismic consumer shifts. Advertising incentives and compatibility advantages with leading services like Gmail and Chrome reinforce Google‘s position.
Still, promising signs exist for Bing loyalists – steadily rising visitor counts, niche victories like image search, plus Microsoft upscaling investment and integration. The right innovations or outside shocks may spark a breakout even skeptics can‘t imagine.
In Closing: Two Search Engine Schools of Thought
In closing, comparing Bing users versus Google fans illustrates two distinct philosophies…
Google drives mass market dominance through comprehensive capability fine-tuned to satisfy the broadest segments.
Meanwhile Bing zeroes in on particular demographics and high-value use cases. In areas like visual search and commercial conversion, this laser focus pays dividends – even if overall smaller than the behemoth Google.
And this comparison ultimately highlights the subjective nature of search. The "best" engine comes down to individual variables – intended purpose, technical contexts, even personal preference or philosophy.
Globally Google wins on size and numbers. But user needs manifest in unique ways online, leaving ample space for alternatives like Bing. So for now the default champion leads the pack, but lasting success rides on adapating to users‘ changing search and questioning habits.
Rather than outright killing competition, search innovation seems poised to sustain two viable visions for the foreseeable future.