diff --git a/src/language-html/printer-html.js b/src/language-html/printer-html.js
index 15941e3f8..0eeaaec6e 100644
--- a/src/language-html/printer-html.js
+++ b/src/language-html/printer-html.js
@@ -5,12 +5,9 @@
 import { fill, group, hardline } from "../document/builders.js";
 import { cleanDoc, replaceEndOfLine } from "../document/utils.js";
 import UnexpectedNodeError from "../utils/unexpected-node-error.js";
+import getPreferredQuote from "../utils/get-preferred-quote.js";
 import clean from "./clean.js";
-import {
-  countChars,
-  unescapeQuoteEntities,
-  getTextValueParts,
-} from "./utils/index.js";
+import { unescapeQuoteEntities, getTextValueParts } from "./utils/index.js";
 import preprocess from "./print-preprocess.js";
 import { insertPragma } from "./pragma.js";
 import { locStart, locEnd } from "./loc.js";
@@ -95,9 +92,7 @@ function genericPrint(path, options, print) {
         return node.rawName;
       }
       const value = unescapeQuoteEntities(node.value);
-      const singleQuoteCount = countChars(value, "'");
-      const doubleQuoteCount = countChars(value, '"');
-      const quote = singleQuoteCount < doubleQuoteCount ? "'" : '"';
+      const { quote } = getPreferredQuote(value, '"');
       return [
         node.rawName,
         "=",
diff --git a/src/language-html/utils/index.js b/src/language-html/utils/index.js
index e1f783dfd..5225cb1be 100644
--- a/src/language-html/utils/index.js
+++ b/src/language-html/utils/index.js
@@ -546,16 +546,6 @@ function dedentString(text, minIndent = getMinIndentation(text)) {
         .join("\n");
 }
 
-function countChars(text, char) {
-  let counter = 0;
-  for (let i = 0; i < text.length; i++) {
-    if (text[i] === char) {
-      counter++;
-    }
-  }
-  return counter;
-}
-
 function unescapeQuoteEntities(text) {
   return text.replaceAll("&apos;", "'").replaceAll("&quot;", '"');
 }
@@ -629,7 +619,6 @@ export {
   htmlTrimPreserveIndentation,
   getLeadingAndTrailingHtmlWhitespace,
   canHaveInterpolation,
-  countChars,
   dedentString,
   forceBreakChildren,
   forceBreakContent,
diff --git a/src/language-markdown/printer-markdown.js b/src/language-markdown/printer-markdown.js
index d33eb7e98..fa88b7a2d 100644
--- a/src/language-markdown/printer-markdown.js
+++ b/src/language-markdown/printer-markdown.js
@@ -2,6 +2,7 @@ import collapseWhiteSpace from "collapse-white-space";
 import getMinNotPresentContinuousCount from "../utils/get-min-not-present-continuous-count.js";
 import getMaxContinuousCount from "../utils/get-max-continuous-count.js";
 import getStringWidth from "../utils/get-string-width.js";
+import getPreferredQuote from "../utils/get-preferred-quote.js";
 import {
   breakParent,
   join,
@@ -808,17 +809,7 @@ function printTitle(title, options, printSpace = true) {
   if (title.includes('"') && title.includes("'") && !title.includes(")")) {
     return `(${title})`; // avoid escaped quotes
   }
-  // faster than using RegExps: https://jsperf.com/performance-of-match-vs-split
-  const singleCount = title.split("'").length - 1;
-  const doubleCount = title.split('"').length - 1;
-  const quote =
-    singleCount > doubleCount
-      ? '"'
-      : doubleCount > singleCount
-      ? "'"
-      : options.singleQuote
-      ? "'"
-      : '"';
+  const { quote } = getPreferredQuote(title, options.singleQuote ? "'" : '"');
   title = title.replaceAll("\\", "\\\\");
   title = title.replaceAll(new RegExp(`(${quote})`, "g"), "\\$1");
   return `${quote}${title}${quote}`;