socialmedian: Microsoft’s Bing Problem: Google Is Just Fine [MediaMemo]

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Microsoft’s Bing Problem: Google Is Just Fine [MediaMemo]

Source: All Things Digital

Jul 14, 2009

Summary

JP Morgan has good news for Microsoft: Its massive ad campaign for Bing is working just fine. The bad news for Microsoft: For most people, Google is already working just fine.

Details from JP Morgan’s (JPM) Imran Khan, who commissioned a survey of search users a month after Bing’s launch: 59.1% of respondents have heard of Microsoft’s (MSFT) new search engine, and 24.9% of them have tried it. And people who tried it, liked it, just like Mikey (if that doesn’t mean anything to you, see video below, from ye olden days).

But Khan says these are samplers, not switchers: Only 4 in 10 Bing users turned to the search engine more than 5 times in the last month.

The problem here is that for most people, there’s no problem with Google (GOOG), and no reason to make a permanent switch. Khan:

We think the biggest impediment to Bing’s attempt to gain market share is that the majority of people are perfectly happy with their current search experience. 62.6% of participants claimed that there were no factors that they would improve on their current search experience. As such,

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