Most marketers put all search budgets into Google and call it a day. That is a mistake. Microsoft Bing quietly serves over 100 million daily active users, controls nearly 12% of desktop search worldwide, and processes 1.2 billion searches every single day.
With AI-powered Copilot driving fresh engagement and Bing advertising costs running 30% lower than Google Ads, smart marketers are paying close attention to this platform.
In 2026, Bing holds a 4.09% global search engine market share and continues growing, especially on desktop and gaming consoles.
Here are all the latest Bing statistics for 2026 you need to plan your search strategy, allocate ad spend wisely, and reach audiences your competitors are ignoring.
Bing Global Market Share: Year-by-Year Growth 🌍
Bing has steadily climbed from under 3% to over 4% of worldwide search in just a few years. That growth accelerated after Microsoft integrated AI features into the platform.
| Year | Global Market Share |
|---|---|
| 2018 | 2.82% |
| 2019 | 2.44% |
| 2020 | 2.70% |
| 2021 | 2.58% |
| 2022 | 3.19% |
| 2023 | 2.97% |
| 2024 | 3.43% |
| 2025 | 3.94% |
| 2026 (est.) | 4.09% |
While Google still dominates with a 90.46% global share, Bing is the clear number two worldwide . A 4% share may look small in percentage terms, but when you consider billions of daily searches globally, Bing serves a massive audience in absolute numbers.
Bing Desktop vs. Mobile vs. Console Market Share 💻📱🎮
Where Bing really shines is desktop. On mobile, it barely registers. On gaming consoles, it dominates.
| Device | Bing Market Share | Google Market Share |
|---|---|---|
| Desktop | 11.96% | 82.27% |
| Mobile | 0.65% | 93.72% |
| Tablet | 5.92% | 89.26% |
| Console (Global) | 57.58% | — |
| Console (US) | 75.19% | — |
Bing's desktop search engine market share has grown from 4.85% in 2019 to 11.96% in 2025 . That is nearly triple in six years. The reason is simple.
Bing comes pre-installed as the default on Microsoft Edge and Windows Search. Most corporate environments run Windows, which means millions of office workers search on Bing by default.
On gaming consoles like Xbox, Bing holds a dominant 57.58% share globally and an even higher 75.19% in the US . This is a unique audience segment that no other search engine platform offers at that scale.
Bing Market Share in the United States
Bing performs significantly better in the US compared to global averages, especially on desktop devices.
| Year | US Overall Share | US Desktop Share |
|---|---|---|
| 2020 | 6.63% | 12.48% |
| 2021 | 5.97% | 11.38% |
| 2022 | 6.89% | 14.17% |
| 2023 | 6.62% | 14.25% |
| 2024 | 7.85% | 17.19% |
| 2025 | 7.38% | 17.58% |
For marketers targeting US audiences, these numbers matter. Nearly 1 in 5 desktop searches in America happen on Bing. Ignoring that channel means missing a sizable chunk of potential customers.
How Many People Use Bing in 2026? 👥
Bing's user base is far larger than most marketers assume. Hundreds of millions of people visit the platform every month.
These are not small numbers. For context, 100 million daily users is more than the entire population of Germany . Bing's user base has grown consistently since AI chat features launched in February 2023.
Bing User Demographics: Who Searches on Bing? 🎯
Bing users are not random. They tend to be older, wealthier, and more likely to make purchases online.
This demographic profile is gold for B2B marketers and brands selling premium products. Bing users are educated professionals with higher disposable income, making them a high-value audience for paid search advertising.
Bing Revenue and Advertising Growth 💰
Microsoft does not break out Bing-only revenue, but search and news advertising figures paint a clear growth story.
| Fiscal Year (Ends June 30) | Search & News Ad Revenue |
|---|---|
| 2018 | $7.01 billion |
| 2019 | $7.63 billion |
| 2020 | $8.52 billion |
| 2021 | $9.27 billion |
| 2022 | $11.59 billion |
| 2023 | $12.21 billion |
| 2024 | $12.58 billion |
| 2025 | $14.5 billion |
| 2026 | ~$15.6 billion (est.) |
Revenue has nearly doubled since 2018, growing at an impressive CAGR of roughly 13%. In fiscal 2026, Microsoft reported search and news advertising revenue up 10% year on year. AI integration drove a 21% growth spike in the prior year, though growth rates are now normalising
Microsoft's overall quarterly revenue hit $81.3 billion, up 17% year on year, showing the company's financial strength behind Bing investments.
Bing Ads vs. Google Ads: Cost and Performance Comparison 📊
One of the strongest reasons to advertise on Bing is cost efficiency. Lower competition means lower prices and often better click-through rates.
| Metric | Bing Ads | Google Ads |
|---|---|---|
| Average CPC | ~$1.54 | ~$2.20 |
| Average CTR | ~3.1% | ~2.0% |
| Average Conversion Rate | 2.94% | 2.35% |
| Average CPA | $41.44 | $56.11 |
Bing Ads deliver a 30% lower cost per click on average compared to Google Ads. Click-through rates are also higher, which means Bing users are more engaged with ads they see. For businesses running tight budgets, Microsoft Advertising provides better value per pound spent on search campaigns.
Bing also receives 26% more branded searches than Google, suggesting users arrive with clearer purchase intent.
Bing Traffic by Country: Where Users Come From 🌐
Bing's traffic is concentrated in a handful of key markets, offering clear targeting opportunities for international campaigns.
| Country | Traffic Share |
|---|---|
| United States | 27.99% |
| China | 7.45% |
| United Kingdom | 4.54% |
| India | 4.44% |
| Germany | 4.41% |
| Japan | 5.28% |
| Canada | 6.56% |
The US is by far the largest market, accounting for over a quarter of all Bing traffic. China ranks second, which is notable because Google is blocked there, making Bing one of the few Western search engine alternatives available to Chinese users.
The UK, Canada and Germany also represent strong English-speaking and European markets where Bing search advertising can be highly effective.
Bing AI and Microsoft Copilot: The Game Changer 🤖
AI integration has been the biggest catalyst for Bing's recent growth. Microsoft Copilot, built on OpenAI's GPT models, is now embedded directly into Bing search results.
For SEO professionals, Bing Copilot citations represent a new traffic source worth monitoring. One website tracked 19,717 Copilot citations across 86 pages in just 91 days, with a single page capturing 69% of all citations.
AI search concentrates traffic on fewer, highly authoritative pages rather than distributing it across many results like traditional search.
Most Searched Terms on Bing: Surprising Patterns 😲
What people search for on Bing reveals interesting behaviour patterns. Many users type in competitor brand names rather than navigating directly.
| Rank | Search Term | Monthly Searches |
|---|---|---|
| 1 | 12,983,821 | |
| 2 | YouTube | 11,452,722 |
| 3 | Gmail | 6,043,283 |
| 4 | Bing Homepage Quiz | 5,578,736 |
| 5 | Amazon | 4,838,409 |
| 6 | Bing | 4,620,531 |
| 7 | Yahoo | 3,746,439 |
| 8 | eBay | 3,428,642 |
Three out of the top five US Bing searches are related to Google products . Over 46 million searches per month on Bing are simply for the word “Google”. This reveals that many Bing users are default users who did not actively choose Bing but end up using it because of browser and OS settings.
Bing Customer Satisfaction Scores 😊
Despite being overshadowed by Google, Bing scores well on user satisfaction.
The satisfaction gap between Bing and Google has shrunk from 11 points in 2022 to just 4 points in 2024 . AI features are clearly improving how users perceive Bing as a search engine experience .
Bing Availability and Global Reach 🗺️
Bing has a truly global footprint, available across almost every country and supporting a wide range of languages.
This deep integration with the Windows ecosystem gives Bing automatic access to over 1.4 billion Windows devices worldwide. Every time someone opens Edge or uses the Windows search bar, Bing serves results by default.
Why Marketers Should Care About Bing in 2026 📈
Here is a quick summary of why Bing deserves a place in your search marketing strategy:
The data is hard to argue with. Bing advertising ROI often outperforms Google for marketers willing to test and optimise campaigns on a less crowded platform. As AI search continues to grow, Bing's Copilot integration positions it as a serious contender for search traffic and ad spend in 2026 and beyond.
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