I think in terms of the number of users/owners of Gold and bitcoin, that of bitcoin should be more. I take my analysis from the levels of people who use both.
For Gold, it is usually the wealthy's pride. Gold is mostly used by the rich who see it as a store of value and class. But, bitcoin is not a class commodity, every strata of human community, society and persons can have access to it.
The popularity of bitcoin is more because it also plays a dual role of store house for affluence and also for payment purposes.
I think we do not need to compare them to one another, because in the fact that gold and bitcoin have different use and value of each other. Gold can be use in part of aesthetics while bitcoin is being used online so that we can not just compare on that manner.