Bing User Demographics: 48 Facts & Numbers [2023]

Bing, Microsoft’s search engine, attracts a diverse range of users worldwide. Analyzing Bing user demographics can provide insight into the platform’s reach and relevance among different age groups and devices.

With over 100 million daily active users, Bing’s appeal is significant, particularly among older age groups and mobile users.

Understanding these demographics can offer valuable knowledge for businesses seeking to connect with this unique audience.

Bing Gender Demographics

Bing’s user base presents a diverse demographic picture concerning gender. Various studies have analyzed Bing user demographics, including one study carried out in March 2018:

  • 50% of Bing users in the United States were female
  • As of 2023, Bing’s user base skews more heavily towards male users, with 66% male and 34% female users

Comparing Bing to Google, there is a notable difference in gender demographics between the two major search engines:

  • Google’s user base comprises 57% male users and 43% female users
  • Bing’s user base comprises 66% male users and 34% female users

Important to note, gender demographics statistics may vary across different studies, sources, and time periods. Caution should be taken when comparing values.

Beautiful young woman with headphones and mobile phone at home

Bing Age Demographics

Bing user demographics, particularly when it comes to age, reveal some interesting insights regarding who uses this search engine.

  • Visitors to aged 25 to 34 make up the largest age group, with a significant portion of the platform’s user base.
  • The second most popular age bracket on Bing is the 18-24 group, with almost 23% of the total visitors.
  • The 55-64-year-old audience accounts for 17% of the search engine’s user base.
  • Similarly, the 65+ age group comprises 16% of Bing users.
  • Finally, the least active age group using Bing is the 18-24-year-olds, with an 11% share.

While age plays a role in user behavior on search engines, other factors also contribute to the overall demographics. For instance, Bing users in the United States appear to have a higher household income. Around 38% of US-based Bing users make more than $100,000 per year.

Bing Location Demographics

Bing, as a global search engine, has a diverse user base from different locations. However, some countries contribute significantly more to Bing’s traffic than others:

  • United States: The majority of Bing users reside in the US, which is the largest contributor to Bing traffic.

Bing Income Demographics

Bing user demographics reveal a variety of income levels among its users. These insights help to understand the search engine’s audience in terms of their financial backgrounds. The following bulleted list presents the income demographics of Bing users:

  • 38% of Bing users in the United States have a household income of more than $100,000 annually.
  • 35% have a household income in the top 25%.
  • 17% of users have a household income in the range of $75,000 to $99,999 per year.
  • 12% of Bing users earn between $60,000 and $74,999 every year.
  • 16% of users have a household income between $40,000 and $59,999 annually.

The demographics above emphasize the diversity of Bing’s user base, with both high and moderate-income groups making use of the search engine. It highlights the wide-ranging financial backgrounds of the individuals who leverage Bing for their online search needs.


Bing Education Level Demographics

Bing users in the United States exhibit a diverse range of educational backgrounds:

  • 17% of Bing users in the U.S. hold a postgraduate degree
  • 34% of Bing users worldwide have a college degree
  • Those with undergraduate degrees make up a significant portion of the user base as well
  • Bing is also used by those with high school diplomas, some college education, and other levels of educational attainment

The educational demographics of Bing users are useful for advertisers who wish to target specific audience segments based on their education levels. As Bing’s user base spans a variety of education levels, it offers the opportunity for advertisers to tailor their messages appropriately.

Moreover, understanding the education level demographics of Bing users helps create a clearer picture of the overall Bing audience, and may influence strategies for content creators, marketers, and businesses to better serve and engage this user base.

Bing’s Target Group

Bing users have distinct characteristics that differentiate them from users of other search engines. The demographic profile of Bing users in the United States reveals a varied group:

  • 20% of Bing users are aged between 45 and 54 years
  • Microsoft Bing has a market share of 2.47% in worldwide search engine market
  • Market share among US console users is 38.46%
  • Available in 105 languages and 238 countries
  • 14.7 billion monthly PC searches globally
  • 653 million unique PC users worldwide
  • 18.3% PC market share globally

These figures reflect the appeal of Bing among certain target groups. The most significant distribution of Bing’s audience in the United States is within the age group of 45-54 years. This suggests that Bing caters to a more mature audience compared to other search engines. The search engine’s market share has also been growing, with an increase of 1.23% since 2019. It’s worth noting that Bing’s market share peaked at 3.63% in 2014.

Bing’s global reach is extensive, with availability in numerous languages and countries. There are billions of monthly searches conducted on Bing, and the search engine boasts a significant share of unique PC users worldwide. However, it is essential not to overlook Bing’s dominance in the US console user market, where it holds a substantial 38.46% share.

Users Vs. Active Daily Users on Bing

When discussing Bing user demographics, it’s crucial to differentiate between users and active daily users. In the United States, 66.62% of Bing visitors prefer using their mobile devices, while 33.38% opt for desktop devices.

A similar trend is observed among Bing users in the United Kingdom, Germany, France, and Canada, with a preference for using mobile devices.

  • received about 1.2 billion distinct visitors worldwide in 2022.
  • Bing recently crossed 100 million active users. This milestone comes just weeks after Microsoft launched Bing Chat (based on ChatGPT – allowing users to use ChatGPT).
  • Majority of US Bing audience: 45-54 years age group.
  • 66.62% of US Bing visitors use mobile devices, 33.38% use desktop devices.

Other Facts About Bing

Bing is a versatile search engine that offers various features to users around the globe. Some interesting facts about Bing include:

  • Bing users accounted for approximately 15% of the global population in 2022.
  • China accounts for 36.17% of all visitors to, followed by the US (26.25%) and Japan (3.71%).
  • In terms of age, just 11% of Bing users are 18-24 years old, 18% are 25-34, 18% for age group 35-54, and 20% in the 45-54 range.
  • Bing is available in 105 languages and 238 countries.
  • Bing has a market share of 38.46% among US console users.
  • The search engine currently holds a 2.47% share of the worldwide search engine market, an increase of 1.23% since 2019.
  • Bing’s peak market share was 3.63% in 2014.
  • The highest percentage of Bing’s US user base is well-off, with household incomes over $100,000.
  • 17% of users have an income range between $75,000 and $99,999, 12% with $60,000 to $74,999, and 16% have an income between $40,000 and $59,999.


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