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In June 2026, Bing held a percent share of the search market in the United Kingdom (UK) across all devices. Meanwhile, Google held a much larger share of the UK's online search market.

Bing on the world stage

  Google holds a similar share of the global desktop search market as it does in the UK. Outside of the UK, Bing attracts an increasing percent share of the market. Worldwide, Bing regularly attracts more than *** billion unique monthly visitors.

Google and mobile: an unfair advantage?

  Bing held just a *** percent of the mobile search market in the UK in June 2021. Despite being significantly lower than their overall share, this was still good enough to give Bing second place in the market, due to Google’s absolute dominance of mobile search in the UK. According to European regulators, however, the means with which Google achieved their dominance is neither fair nor legal.
In 2019, Google was fined *** billion euros for effectively forcing manufacturers of android-based equipment to bundle Chrome and Google search with their devices, in order to access other Google services. As a result of that ruling, users setting up android devices in Europe from the start of 2020 will be able to choose from a list of available default search providers. The available options of the list will vary country to country, based on a bidding process in which rival search engines indicate to Google exactly how much they would be willing to pay per user selecting their company as the default search provider.