Title: Microsoft Departs from Traditional Search for Bing Users: Introduces Subtle Google-like Interface
Microsoft deserves a nod for persistence in the search game, but Bing has never quite lived up to its ambitions. Google continues to dominate the scene, despite some claims of its quality dwindling recently. Bing, on the other hand, often serves as the punchline, likely garnering most of its traffic from Windows default users unwilling to change their settings.
Post-mobile losses, Microsoft has been coaxing Windows users to stick with its offerings, like the default Edge browser and Bing. Pop-ups persuade users to give Edge and Bing a chance, and system-level ads in Windows have been a source of grumbles for many. Now, Microsoft is adopting a more subtle approach to retain Bing users: typing "Google" into the Edge search bar yields a reskinned version of Bing that bears a striking resemblance to Google. Give it a try yourself on Bing.
This strategy falls under the category of "dark patterns," or manipulative tactics that trick users into unintended actions. Below the allegedly Google search bar, you'll find regular Bing results.
Despite being a bitplayer, Bing is estimated to rake in tens of billions annually for Microsoft. In its latest earnings report, it mentioned an 18% increase in search and news advertising revenue from the previous year. Microsoft keeps Bing income figures under wraps, but its cost-per-click on search advertisements remains lower than Google's.
Typing "Google" into Bing will return a search engine that looks strikingly similar to the real deal.
By StatsCounter's estimation, Bing carries only around a 3% global market share compared to Google's 90%. On the desktop browser front, Google Chrome has approximately a 70% market share, and its dominance is undoubtedly greater when considering mobile markets, with far more annual device sales than desktops. Google's Android leads in smartphone market share globally, and on iOS, Google pays billions annually to retain its status as the default search engine, a deal that the federal government aims to curb on anti-competitive grounds.
In short, it's Google that dominates through default selections.
Microsoft's move suggests that users don't have a great fondness for Bing, as evidenced by the volume of "Google" searches within Bing. This lends some support to Google's claim that it's not an unfair monopoly – users prefer it. The issue lies in users having less opportunity to engage with Bing due to prevalent familiarity with Google. If weakening Google's grip could give Bing a better chance with new audiences, it would serve as a constant reminder of tech companies' concern with controlling new platforms. There's a reinforcing cycle at play: Google's ubiquity means it collects more user data, which it then uses to improve search results, a self-reinforcing process.
The future of generative AI and its implications for search remains unclear, but even in this front, Google's size and data advantage give it a leg up. Microsoft tried integrating ChatGPT into Bing in 2023, but it didn't seem to make much of an impact. Microsoft's latest plan seems to be predicated on the notion that AI-capable PCs will boost demand for Windows-powered desktops.
Microsoft has resorted to other measures to boost Bing's adoption, like launching a competition with a $1 million cash prize for using Bing.
[3]: https://www. communications.coop/web-usability/design-usage-bias/
Microsoft is exploring new strategies to retain Bing users, such as presenting a reskinned version of Bing when users type "Google" into Edge's search bar. Despite its lower market share, Bing continues to generate significant revenue for Microsoft, with an 18% increase in search and news advertising revenue reported in its latest earnings.
The integration of generative AI into search engines, like Microsoft's attempt with ChatGPT in Bing, could shape the future of search. However, Google's size and data advantage might give it an edge, as seen in its initial response to AI-capable search engines.
