Google and Bing Demographics
- Bing’s audience is older and tends to have 35+ old individuals using it, however, the 55–64 group favours it
- Bing receives 40% of its traffic from the US and Google gets 34%.
- Bing has an increasing number of users in China (Bing’s 2nd largest users) — and don’t forget that Google has had problems in the past with China (posted on 14th January 2010)
- Because of point 1 above, Bing users have more children than Google’s due to the age difference. According to Alex, Google users are less likely to have children
So, when you look at Alexa’s data, Bing’s users are older, more likely to live in the US, respond better to PPC and more likely to have children.
However, Bing users will tend to be more affluent — as older individuals are more likely to be better off financially but because of they have more children it possibly means that they have less disposable income.
Why is this?
It doesn’t need a degree to understand that, probably, the main reason is that Bing is the default search engine for Internet Explorer. However, what is interesting is that people that either switch the default search engine or use a different browser generally prefer Google.
Could this then mean that Bing users are less ‘tech-savvy’ than Google users? — ‘Only Smarties have the answer…’
And finally… should you target Bing users?
Well, if you product or service is aimed at the type of people highlighted above then taking the time to optimise your site for Bing could well be worth the time investment.
But don’t ignore Google completely! Google has the greater market share and even if the Bing user demographic ticks all your boxes you’d definitely find other relevant people using Google — it’s just that they make up a smaller percentage.