Out of any of the Google Killers that have been released in the last year, Bing is the only one to gain any real traction. Heck, even some people whose opinion I trust have said they’re switching to Microsoft’s revamped search engine. That sure didn’t happen with Cuil. The numbers surrounding Bing adoption have played the role statistics should: as source of contention. Following each reported metric are attendant cries of success and failure. What is certain is that Bing has created more positive press for the Redmond company than anything in recent history, even the IE8 vomit campaign (considering virality as positive press, of course).
“They have achieved a degree of respect they haven’t had,” SearchEngineLand’s Danny Sullivan said of Bing in the New York Times. “They’ve rolled out a product that is good. When people spend time on it, they do like it.”
Yesterday, Microsoft released figures claiming that Bing’s search traffic had grown 8 percent in June, its first full month of service. But a JPMorgan survey indicated that any more growth for the search engine might be difficult.
Ninety-eight percent of the more than 750 adults surveyed by JPMorgan said they would not be switching to Bing as their primary search engine, and over 60 percent had not used it more than five times in the last month.
The most interesting thing JPMorgan’s survey illustrates is that Bing is not cutting into Google’s market share; instead, it is cutting into the traffic of Yahoo! and Ask, not necessarily a place a front-runner wants to be.
Bing’s biggest hurdle vis-à-vis Google is that almost two-thirds of respondents are satisfied with their current search engine. Even if some of Bing’s features have impressed analysts, the experience is not enough to pull users away from something they think already works.