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Google vs Bing:

Market Share, Competition, Pricing & Who Uses Which Search Engine

Snaptech is gearing up to host another breakfast event next week, but this time with a new partner: Bing! Held at Vancouver’s Microsoft office with a delicious hot breakfast, we will be sharing the stage with Microsoft Search Evangelist Andrew Yang for a morning of tapping into the Yahoo Bing network’s unique digital opportunities for Canadian businesses. Spaces are still available – if you haven’t already, register now.

In preparation for the event, we have gathered a few quick facts about Google, Bing, and the demographics they attract:

Market Share

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:

Bing Users

  • 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

Google Users

  • 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