paidContent - Analysts Unimpressed With Bing's First Month

This story was written by Joseph Tartakoff.
After a month of a massive advertising campaign and almost universally positive reviews, what’s been the payoff for Microsoft’s Bing? A 0.4 percentage point bump in share, according to comScore (NSDQ: SCOR), whose results are considered the industry standard on search-market share. That’s not bad, considering that Bing’s market share was only 8 percent in May—and it does translate into an additional $40 million to $52 million in revenue, if the share increase is maintained, according to Goldman Sachs. But it’s also not the jump that some analysts had expected and it means that Microsoft’s search share is still below the 9.2 percent it reached a year ago.

In a report this morning, Barclays Capital analyst Doug Anmuth says he expected Bing’s share to increase to between 10 percent and 11 percent during its first month. “We believe comScore data suggests that Bing usage spiked early in the month around the launch, buzz, and heavier advertising campaign, and then trailed off toward the end of June,” he says. Citigroup’s Mark Mahaney was similarly unimpressed, saying the “move wasn’t material enough to make any definitive statements as to whether Bing is a Search market share game changer.”

The only loser among the big three players for the month of June was Yahoo (NSDQ: YHOO), which saw its share drop 0.5 percentage points to 19.6 percent, indicating that Bing may be taking away some of its share. (One possible factor: Bing replaced Yahoo as the default search engine on new HPs recently.) Google’s share, meanwhile, stayed flat at 65 percent. The big caveat to all this data, of course, is that for Bing it’s only been one month.

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By Joseph Tartakoff