Bing launched in June 2009 as Microsoft’s modern search engine, replacing earlier Microsoft search products and giving the company a clearer competitor to Google. More than a decade later, Bing still operates in a market dominated by Google, but it remains one of the most important alternatives in search.
The story is not only about global market share. Bing is built into Windows, Microsoft Edge, Microsoft Rewards, Microsoft Ads, Copilot experiences, Xbox and console browsing, and parts of the broader Microsoft ecosystem. That gives Bing a durable audience even when its worldwide search share looks small.
This updated Bing statistics guide merges the existing Winning SERP article with a top-ranking statistics dataset. It covers market share, daily active users, revenue, visits, unique visitors, AI adoption, availability, popular searches, and customer satisfaction.
Key Bing Statistics
| Statistic | Value | Source |
|---|---|---|
| Global search market share | 4.09% in September 2025 | StatCounter |
| 2025 yearly global market share | 3.94% | StatCounter |
| Desktop search market share worldwide | 10.6% to 11.96% in 2025 | StatCounter |
| Mobile search market share worldwide | 0.65% | StatCounter |
| U.S. search market share | 7.38% to 8.5% in 2025 | StatCounter |
| U.S. desktop search market share | 17.07% to 17.58% in 2025 | StatCounter |
| Daily active users | 100 million | Microsoft / The Verge |
| Monthly unique visitors | 574.1 million in January 2024 | Semrush |
| Monthly visits | 3.1 billion in January 2024 | Semrush |
| Net ad revenue | $6.24 billion in 2022 | eMarketer |
| Microsoft search and news ad revenue | $12.2 billion in FY2023 | Microsoft |
| Languages supported | 105 languages | Bing |
| Countries and territories supported | 234 | Bing |
| U.S. customer satisfaction score | 77/100 | ACSI |
What Is Bing’s Global Search Market Share?
As of September 2025, Bing held a 4.09% share of the worldwide search engine market. On a yearly basis, the referenced StatCounter data puts Bing at 3.94% in 2025, behind Google but ahead of most smaller search engines.
That share may look modest, but the denominator is enormous. Search is one of the largest digital behavior categories in the world. Even a few percentage points can represent millions of daily users, billions of monthly visits, and a meaningful paid search channel.
Bing Global Search Market Share
Bing worldwide search engine market share by year.
| Year | Market Share |
|---|---|
| 2009 | 2.3% |
| 2010 | 3.46% |
| 2011 | 3.57% |
| 2012 | 3.09% |
| 2013 | 3.36% |
| 2014 | 3.63% |
| 2015 | 3.02% |
| 2016 | 2.79% |
| 2017 | 2.76% |
| 2018 | 2.82% |
| 2019 | 2.44% |
| 2020 | 2.7% |
| 2021 | 2.58% |
| 2022 | 3.19% |
| 2023 | 2.97% |
| 2024 | 3.43% |
| 2025 | 3.94% |
Bing’s global market share has moved within a relatively narrow range since 2009. The more interesting pattern is the recent lift after 2021, when Microsoft benefited from Windows, Edge, Microsoft Rewards, and renewed attention around AI-powered Bing.
For SEO teams, Bing’s size means it should rarely replace Google as the primary search priority. But it is large enough to justify technical compatibility, clean indexability, Bing Webmaster Tools monitoring, and Microsoft Ads consideration.
Bing Desktop Market Share
Bing performs much better on desktop than on mobile. The top-ranking dataset reports Bing’s 2025 desktop search market share at 11.96%, while another cited current figure places global desktop share at 10.6%.
Bing Desktop Search Market Share
Bing worldwide desktop search market share by year.
| Year | Desktop Market Share |
|---|---|
| 2009 | 2.32% |
| 2010 | 3.53% |
| 2011 | 3.74% |
| 2012 | 3.35% |
| 2013 | 3.66% |
| 2014 | 4.37% |
| 2015 | 4.13% |
| 2016 | 4.36% |
| 2017 | 5.07% |
| 2018 | 5.48% |
| 2019 | 4.85% |
| 2020 | 6.15% |
| 2021 | 6.44% |
| 2022 | 8.63% |
| 2023 | 8.58% |
| 2024 | 10.51% |
| 2025 | 11.96% |
Desktop is where Microsoft’s ecosystem matters most. Windows users encounter Bing through default search surfaces, Edge, taskbar search, Microsoft Start, and enterprise environments where Microsoft products are already standard.
This makes Bing especially relevant for B2B, software, finance, professional services, education, government, and enterprise-focused campaigns. Those audiences are more likely to research on desktop, use Microsoft products during work hours, and convert through longer consideration cycles.
Bing Mobile, Tablet, and Console Market Share
Bing’s mobile market share is much smaller. The referenced data puts Bing at 0.65% of worldwide mobile search. Mobile search is heavily shaped by Android, Chrome, Safari, and default behavior, which gives Google a strong structural advantage.
Tablet search sits in the middle. Bing’s tablet market share is reported at 8.2% in the current dataset, with the historical table showing 5.38% for 2025. The difference likely reflects month-level versus yearly or source-window methodology, so the safest interpretation is that Bing is more visible on tablets than on phones but weaker than on desktop.
Console search is Bing’s strongest device category. The source dataset reports Bing as a leading search engine among console users, with a 57.58% worldwide console share and a 71.2% U.S. console share. That is the one segment where Bing can outperform Google because Microsoft owns Xbox and can influence the default experience.
Bing Market Share in the United States
Bing is stronger in the United States than it is globally. The source dataset reports an 8.5% U.S. search engine market share in 2025, while the annual table lists 7.38% for 2025. The existing Winning SERP draft also referenced a 7.5% U.S. share in April 2025.
Bing Search Market Share in the US
Bing U.S. search engine market share across all devices.
| Year | US Market Share |
|---|---|
| 2009 | 5.91% |
| 2010 | 7.97% |
| 2011 | 8.24% |
| 2012 | 8.58% |
| 2013 | 9.62% |
| 2014 | 9.9% |
| 2015 | 8.49% |
| 2016 | 6.7% |
| 2017 | 6.57% |
| 2018 | 6.8% |
| 2019 | 6.13% |
| 2020 | 6.63% |
| 2021 | 5.97% |
| 2022 | 6.89% |
| 2023 | 6.62% |
| 2024 | 7.85% |
| 2025 | 7.38% |
The U.S. pattern matters because many advertisers and SEO teams care about American users first. Bing’s U.S. audience is large enough to create meaningful incremental traffic, especially in industries where desktop research, older demographics, and higher household income skew are relevant.
On U.S. desktop, Bing performs even better. The source dataset reports a 17.07% U.S. desktop market share, with the yearly table showing 17.58% for 2025. For brands that only measure Google, this can hide profitable search demand.
How Many People Use Bing Daily?
Microsoft reported that Bing reached 100 million daily active users after the launch of the new AI-powered Bing experience. The Verge covered that milestone in March 2023, shortly after Microsoft added chat-based AI features to Bing and Edge.
Daily active users are not the same as total monthly users or monthly visits. A daily active user metric measures people who use Bing on a given day, while visit metrics count sessions and can include repeat visits from the same person.
The 100 million figure still matters because it shows Bing has a large repeat audience. For comparison, Google has more than 1 billion daily active users, so Bing is far smaller, but not small enough to ignore.
How Many Visits and Unique Visitors Does Bing Get?
Semrush data in the provided source file reports 574.1 million unique visitors to Bing across desktop and mobile in January 2024. That was down from 582.5 million in December 2023 and from a higher point of 728 million in September 2023.
Bing Monthly Unique Visitors
Worldwide desktop and mobile unique visitors.
| Date | Bing Unique Visitors |
|---|---|
| Aug 2023 | 719.1 million |
| Sep 2023 | 728 million |
| Oct 2023 | 694.5 million |
| Nov 2023 | 653.2 million |
| Dec 2023 | 582.5 million |
| Jan 2024 | 574.1 million |
Visits tell a slightly different story. Bing received 3.1 billion visits in January 2024, down from 3.3 billion in December 2023 and 4.1 billion in October 2023.
Bing Monthly Visits
Worldwide desktop and mobile visits.
| Date | Bing Visits |
|---|---|
| Aug 2023 | 3.5 billion |
| Sep 2023 | 4 billion |
| Oct 2023 | 4.1 billion |
| Nov 2023 | 3.8 billion |
| Dec 2023 | 3.3 billion |
| Jan 2024 | 3.1 billion |
The gap between visitors and visits shows repeat behavior. A single user can generate multiple visits in a month, especially if Bing is their default search engine, browser start page, or workday search surface.
Bing Revenue and Microsoft Search Advertising
Bing is also a multi-billion-dollar advertising business. eMarketer estimated that Bing generated $6.24 billion in net ad revenue in 2022.
Microsoft’s financial reporting uses a broader “search and news advertising” segment. That segment includes Bing, Microsoft News, Microsoft Edge, and third-party affiliates. Microsoft reported $12.2 billion in search and news advertising revenue for fiscal year 2023, up from $11.59 billion in fiscal 2022.
Microsoft Search and News Advertising Revenue
Revenue segment that includes Bing, Microsoft News, Edge, and affiliates.
| Fiscal Year | Revenue |
|---|---|
| 2020 | $8.52 billion |
| 2021 | $9.27 billion |
| 2022 | $11.59 billion |
| 2023 | $12.2 billion |
For advertisers, the key takeaway is that Microsoft search inventory is not a tiny side channel. Microsoft Ads can be useful for reaching desktop users, U.S. users, older users, B2B buyers, and people already using Microsoft products.
How Many Searches Does Bing Process?
The existing Winning SERP article referenced roughly 900 million Bing searches per day and about 121,000 searches per minute. Those estimates show that Bing can drive meaningful discovery even when it trails Google by a wide margin.
Search volume is supported by defaults, direct usage, Microsoft Edge, Windows integrations, and users who intentionally choose Bing. The most searched terms on Bing often include navigational queries, which is common for search engines. In the provided source file, “Facebook” was listed as the top U.S. Bing search, while Google products such as YouTube, Google, and Gmail also appeared in the top five.
That behavior does not make Bing less useful. It simply means Bing serves both discovery searches and navigational searches for users who treat the search box as a browser shortcut.
Most Popular Searches on Bing in the US
The provided Ahrefs-sourced list shows that the most popular Bing searches in the United States are heavily navigational. The top terms include Facebook, YouTube, Google, Gmail, Bing homepage quiz, Amazon, Bing, News for you, Yahoo, and eBay.
News and quiz-related searches also appear frequently, including Top stories, Weekly quiz, US news, Fox News, and Bing weekly quiz. That fits Bing’s connection to Microsoft Start, the Bing homepage, and Microsoft Rewards-style engagement.
For content marketers, this means Bing demand is not only informational. A large share of high-volume Bing behavior involves people moving around the web, checking mail, opening marketplaces, reading news, or using Microsoft-owned engagement features.
Bing AI Experiences
In February 2023, Microsoft introduced AI-powered features to Bing and Edge. Within the first six months, Microsoft said Bing users had more than 1 billion chats and generated over 750 million images.
AI gave Bing a new story. Before that launch, Bing was often discussed mainly as the second-place search engine. After AI integration, Bing became one of the first mainstream search products to put conversational answers, generative search, and image generation in front of a broad audience.
The long-term impact is still evolving. AI did not suddenly make Bing larger than Google, but it did increase attention, improve product differentiation, and connect Bing more tightly with Microsoft’s Copilot strategy.
Bing Availability: Languages and Countries
Bing is available in 105 languages and 234 countries and territories, according to the provided source data. That gives Bing broad global coverage, even though market share varies sharply by region and device type.
Availability matters for international SEO because Bing can crawl, index, and serve content across many markets. Sites that already invest in clean technical SEO, hreflang, structured data, XML sitemaps, and accessible rendering are better positioned to receive Bing traffic without building a separate search strategy from scratch.
Bing Customer Satisfaction
The American Customer Satisfaction Index gives Bing a score of 77 out of 100 among U.S. internet users. That is up from 75 in the prior referenced year. Google was listed at 81.
Bing US Customer Satisfaction
American Customer Satisfaction Index score for Bing.
| Year | ACSI Score |
|---|---|
| 2010 | 77/100 |
| 2011 | 82/100 |
| 2012 | 81/100 |
| 2013 | 76/100 |
| 2014 | 73/100 |
| 2015 | 72/100 |
| 2016 | 75/100 |
| 2017 | 73/100 |
| 2018 | 73/100 |
| 2019 | 72/100 |
| 2020 | 71/100 |
| 2021 | 71/100 |
| 2022 | 70/100 |
| 2023 | 75/100 |
| 2024 | 77/100 |
Customer satisfaction is useful because it captures more than market share. A search engine can be smaller but still valued by its users. Bing’s score suggests that its audience is reasonably satisfied, even if many users still default to Google for most searches.
Bing vs Google: What the Gap Really Means
Google is still the dominant search engine by a wide margin. The provided data puts Google’s worldwide market share above 90% in 2025, while Bing sits around 4%. That gap explains why most SEO reporting, keyword research, rank tracking, and traffic forecasting still starts with Google.
However, the comparison can be misleading if it stops at global share. Bing’s audience is concentrated in places where search can be commercially valuable: desktop devices, the United States, Microsoft Edge, Windows, and work environments. A smaller search engine can still produce profitable traffic when its users have strong intent and fit the buyer profile.
For example, a SaaS company, B2B service provider, finance brand, or enterprise software vendor may care more about desktop research behavior than broad mobile entertainment behavior. In those cases, Bing’s desktop share and Microsoft Ads inventory can be more useful than the global average suggests.
The right way to compare Bing and Google is not to ask which one is bigger. Google is bigger. The better question is whether Bing adds incremental reach, cheaper paid clicks, extra organic visibility, or better audience fit in the markets that matter to the business.
What Bing Statistics Mean for SEO and Paid Search
Bing statistics point to a practical conclusion: Google should remain the main search priority for most websites, but Bing deserves a real place in SEO and paid search operations.
At minimum, websites should be submitted to Bing Webmaster Tools, have clean XML sitemaps, avoid rendering issues, use indexable internal links, and monitor Bing search performance. Many technical SEO improvements made for Google also help Bing, so the incremental effort can be low.
For paid search, Microsoft Ads may offer useful reach at different costs and audience profiles than Google Ads. Bing can be particularly relevant for desktop-heavy buying journeys, enterprise software, professional services, finance, insurance, education, and older or higher-income audiences.
The AI layer adds another reason to watch Bing. As Copilot and Bing experiences continue to merge search, chat, answers, and content recommendations, brands that understand Bing’s index and Microsoft ecosystem may find opportunities that Google-only workflows miss.
How to Use These Bing Statistics
Use the market share numbers to set expectations, but use the device and country breakdowns to decide how much attention Bing deserves. A site with mostly U.S. desktop buyers should treat Bing differently from a site that depends on global mobile traffic.
Start with the simplest checks. Verify the site in Bing Webmaster Tools, submit XML sitemaps, review index coverage, inspect important pages, and compare Bing impressions against Google Search Console data. If Bing impressions are low but rankings are reasonable, the issue may be demand size. If impressions exist but clicks are weak, title tags and meta descriptions may need better alignment with Bing snippets.
Paid search teams should test Microsoft Ads separately instead of copying Google Ads assumptions directly. Query mix, match behavior, audience composition, CPCs, and conversion quality can differ. Bing’s value often shows up in incremental conversions rather than huge traffic spikes.
Content teams can also use Bing as a second validation layer. If a topic performs in both Google and Bing, it may have broader search utility. If it performs only in Bing, it may indicate a desktop-heavy or Microsoft-leaning audience segment worth studying more closely.
Related Statistics
Note About the Data
This article merges the previous Winning SERP Bing search statistics draft with a competitor-style statistics dataset. Some numbers describe monthly visits, some describe unique visitors, some describe daily active users, and others describe market share by device or country. These should not be treated as interchangeable metrics.
References and resources used
- StatCounter search engine market share
- The Verge on Bing reaching 100 million daily active users
- eMarketer / Insider Intelligence Microsoft advertising estimates
- Microsoft investor filings
- Bing account and availability references
- Semrush traffic estimates
- Ahrefs top Bing searches
- Microsoft Bing AI milestone announcement
- American Customer Satisfaction Index