Microsoft Aims to Show People Its Time to Break the Google Habit

By Todd R. Weiss  |  Posted 2012-09-06 Print this article Print


The Bing It On Challenge is part of a new advertising campaign that Microsoft will be pushing over the coming months, according to the company. The ads feature random users in San Francisco who participated in the challenge and shared their opinions on Bing and Google.

The search comparison research sponsored by Microsoft was conducted by independent research company Answers Research using a representative online sample of nearly 1,000 adults over age 18 across the United States, according to Microsoft. "The participants were chosen from a random survey panel and were required to have used a major search engine in the past month," states a Sept. 5 Microsoft Bing Search Blog post.

In the survey, participants were shown searches of their choice in the side-by-side, unmarked search format. After the searches, the participant's votes were tallied to determine the winner-Bing, Google or a draw.

Of the nearly 1,000 participants, 57.4 percent chose Bing more often, 30.2 percent chose Google more often and 12.4 percent resulted in a draw, according to Microsoft. The overall sampling error rate for the study is plus or minus 3 percent.

Despite the new ad campaign, Bing sure has its work cut out for it to catch up to Google based on the latest search engine usage statistics for the United States, according to the Web analytics firm ComScore. Though Microsoft's search engine usage in the United States increased slightly by 0.01 percent since June, Google still dominates Web search with 66.8 percent of the U.S. market, according to ComScore's July figures. Bing captured 15.7 percent of users, and Yahoo sites captured 13 percent of users. They are trailed by Ask Network sites, capturing 3.1 percent of users, and AOL, with 1.5 percent of the market, according to the figures. The numbers are for what ComScore calls explicit core searches, or those that exclude slide shows and contextual links in text.

About 17.7 billion overall searches were conducted in July by U.S. users, according to ComScore, which is an increase of 3 percent since June. Google search was used for 11.8 billion of those searches, an increase of 3 percent, while Microsoft search was used 2.8 billion times, for an increase of 4 percent. Yahoo search came in third with 2.3 billion searches, up 3 percent from June, while Ask Network was used for 548 million searches, an increase of 6 percent, and AOL was used in 264 million searches.


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