When you think of search engines, Bing is probably not the first one to come to mind. But, with 100 million daily active users, Bing is still an important player in the worldwide search engine market – and ignoring it could lead to you missing out on opportunities. The infographic below lists eight countries where Bing has over 5% of the search engine market share. Do any of these countries surprise you?
In which countries does Bing have over 5% of the search engine market share?
The recently-published Webcertain search and social report 2023 looked at 57 countries around the world. Out of these 57 countries, in eight of them Bing had a search engine market share of over 5% – in other words, in 14% of the countries surveyed. As you can see in the infographic above, the eight countries where Bing had over 5% of the search engine market share were:
- China: Bing has 11.4% of the search engine market share.
- Japan: Bing has 7.0% of the search engine market share.
- US: Bing has 6.6% of the search engine market share.
- Germany: Bing has 5.9% of the search engine market share.
- Switzerland: Bing has 5.9% of the search engine market share.
- Austria: Bing has 5.4% of the search engine market share.
- Belgium: Bing has 5.3% of the search engine market share.
- Canada: Bing has 5.3% of the search engine market share.
How important is Bing for global marketers?
When doing search marketing in different countries, it is important to tailor your strategy to the specificities of each local market. In countries where Bing has a sizeable chunk of the search engine market share, such as the eight countries listed above, it may be worth including it in your search marketing strategy.
You may also want to consider it even if Bing has less than 5% market share in a country, if the size of the overall population still means you could reach a large number of people through Bing. After all, not everyone uses Google, so by including Bing in your search marketing strategy, you are reaching more members of your target audience who you may not have reached otherwise.
You may also find that competition for ads is less fierce on Bing compared to Google. This could mean that you have the opportunity to reach your audience with ads that get more visibility, often at a lower cost-per-click, on Bing compared to Google.
Whether you choose to include Bing in your search marketing strategy or not, just make sure that your decisions are based on data from each market you are targeting, and that you are tailoring your strategy to the needs of each market.
Want to learn more?
Did you realise just how different the search engine landscape is in different countries around the world? It goes to show the importance of properly researching your target markets and creating a tailored marketing strategy that targets the right platforms for each country. To learn more fascinating facts and stats about how digital marketing works in 57 different countries, check out the Webcertain search and social report 2023 by clicking the button below!
Data sources
The search engine market share data quoted in this blog post comes from the Webcertain search and social report 2023, which quotes data from StatCounter. Data on Bing’s number of daily active users comes from Bing’s company blog.
Elin Box
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