Bing vs Google: 33% Stick with Bing After Trial

Bing Gains Traction: One-Third of Google Users Stick After Trial

A recent study by the National Bureau of Economic Research reveals a surprising statistic: 33% of Google users continued using Bing after a two-week trial. This finding challenges Google's dominant market share and raises questions about user search habits.

Challenging Google's Dominance

The study explored why Google holds approximately 90% of the global search market. Researchers investigated factors such as search quality, user perceptions of competitors, default browser settings, and the ease of switching. The results suggest Google's dominance isn't solely based on superior quality.

Many users haven't explored alternative search engines. The study indicates a significant "try before you buy" effect. After being paid to use Bing for two weeks, a third of participants continued using it even after the incentive ended.

64 percent of participants who kept using Bing said it was better than they expected, and 59 percent said they got used to it.

This suggests user perception of Bing improved significantly after experiencing it firsthand.

The Impact of Default Settings and User Experience

The study also found that simply offering users a choice of search engines didn't significantly impact Bing's market share. This implies default settings primarily prevent users from trying alternatives.

Exposure to Bing increased users’ self-reported perceptions of its quality.

Furthermore, the research suggests that even with access to Google's data, Bing's click-through rates wouldn't dramatically increase.

Methodology and Implications

The researchers used a browser extension to track real search behavior, dividing users into control and experimental groups. These groups tested different scenarios, including active choice, default changes, and incentivized switching.

This research has important implications for search marketers and regulators. It highlights the importance of user experience and suggests that encouraging trial and exposure to alternative search engines could shift market dynamics.

The study's findings also challenge the effectiveness of current legal measures aimed at increasing search engine competition. Simply providing choices may not be enough; encouraging active trial and experience seems crucial.

For more information, read the full study published by the National Bureau of Economic Research (link). The original coverage by Windows Central (link) also provides valuable insights.