Google vs Bing:
Market Share, Competition, Pricing & Who Uses Which Search Engine
In preparation for the event, we have gathered a few quick facts about Google, Bing, and the demographics they attract:
While Bing makes up only 17% of Canadian searches in comparison to Google’s 80%, their strong presence in the US accounts for 1/3 of the country’s searches. This combined presence gives Bing a notable share of North America’s search engine volume.
Bing’s smaller pool of advertisers provides opportunities for increased exposure, while Google’s increased competition makes their placements more costly.
A 2014 AdGooroo study based on 9 industries pegged Google’s average cost-per-click was $2.31 per click, while Bing’s was significantly lower at $1.49 per click. This 64.5% difference presents opportunities for businesses to potentially lower their cost-per-acquisition when using Bing Ads.
So Who Uses Which Search Engine?
Based on data from sites including Search Engine Land, our own experience with client accounts in a variety of industries, and other industry sources, here is a general overview of typical user traits associated with each search engine’s user base:
- Are often 40 or older
- Because of their age, a lot of Bing users tend to be parents
- Often spend more time on each site that they visit
- Spend 23% more than the average Google user per online purchase
- Tend to be under 40
- Generally have a University or college degree
- Are usually more tech savvy
- Are more likely to use Facebook and other social media