New Bing fails to gain market share from Google despite innovations

Have you ever transitioned to a new platform full of hope, only to be disappointed by the lack of expected results? Microsoft is currently experiencing this with Bing. Despite the launch of the new AI-driven Bing with Bing Chat, it has barely made a dent in Google's market dominance.

Six months after its introduction, Bing's market share globally and in the U.S. has remained virtually unchanged. While there seemed to be much promise in the early stages that Microsoft could finally reduce some of Google's dominance thanks to their innovative approach to search, this expectation has unfortunately not materialized. Data shows that Bing's market share in the U.S. was 6.47% in July, a slight increase from February (6.35%), but still significantly lower than the figures from 2022.

Microsoft disputes this data, claiming that third parties do not measure direct visits to Bing's chat page. Additionally, Yusuf Mehdi, Microsoft’s VP and CMO for consumers, has indicated that their internal data does show growth for Bing compared to Google, although he did not provide specific figures.

Nonetheless, Microsoft continues to celebrate their performance. In a blog post dated August 7, they highlighted the number of chats (1 billion) and images created (750 million), as well as nine consecutive quarters of growth for Edge.

However, other data providers, such as SimilarWeb and comScore, also confirm the stagnation or even decline in Bing's market share. In such a competitive market, it is crucial for companies to innovate, but also to remain realistic about the expected outcomes of these efforts.

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