Bing recently launched a campaign that challenges internet users to compare its search engine to the more popular Google. Product comparisons like this one are thought to be an effective method for businesses to use to get new consumers to try their product against one they already use. Do product comparisons like this have any impact on consumers and their buying decisions? Are Google users even open to trying new search engines, and will any of them decide to make a change because of this campaign?
In Ask Your Target Market’s latest survey, 68% of respondents said that Google is their search engine of choice. Just 9% said they prefer to use Bing. 10% said they primarily use Yahoo. 13% said they use other search engines. And just 1% said they don’t have a primary search engine. And though most consumers don’t use it often, 66% said they have tried using Bing at least once.
Overall, 35% of consumers said that they are definitely open to trying out new search engines. 53% said they are somewhat open to trying new search engines. And 12% said they do not care to try out any new search engines at all. Google users were 2% more likely to say they’d definitely be open to trying new search engines.
Even if they heard that most users in a blind test preferred Bing’s search engine to Google’s, just 6% said that would definitely change their decision on what search engine to use. Another 37% said that it would somewhat change their opinion if they heard that most users in a product comparison test preferred Bing over Google. And 57% said that product comparison results wouldn’t alter their opinion about the two search engines.
But in general, 24% of consumers said they think that product comparisons similar to this one can be very effective. 58% said they think product comparisons can be somewhat effective. And just 19% said they don’t think product comparisons can be effective.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on September 8 via AYTM’s online survey panel.