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After a month of hype, Bing's share of the search market barely inches up

July 15, 2009 |  3:13 pm

Bing Despite an onslaught of hype this month, Bing's performance is ringing hollow.

The new Microsoft search engine increased its share of the search market by just four-tenths of a percentage point, according to an unreleased survey by Web ratings firm ComScore Inc., rising to 8.4% from 8.0% in May. Any expectation that the service was siphoning traffic from leader Google (65% of market share, unchanged from May), would appear to be unfounded. If anything, Bing sliced off a fraction of the traffic from second-place Yahoo, whose share dropped half a percentage point to 19.6%. 

The lack of any major uptick by Bing has been cited by other Web analytics companies. In its numbers, found that Bing helped Microsoft increase its market share by three-tenths of a percentage point, pegging it at 6.5% (still less than the 7.2% Microsoft had in June of 2008). And HitWise observed a slight drop in Microsoft's market share in June.

Analysts at Sanford C. Bernstein & Co. sprinkled a few more raindrops over Bing's parade, noting in a preview of Google's second-quarter earnings that, "we estimate that Google lost up to 120bps [1.2%] of US search query share to Bing, but expect these losses to be temporary."

-- David Sarno