Google vs. Bing – Search Engine Preference

This study compares user impressions of the Google and Bing search engines. Catalyst Group shares feedback from participants and eye tracking data regarding advertising space.

This report compares Microsoft’s new search engine, Bing, with Google.

Our goal for this study was to gather users’ general impressions of the Google and Bing search engines, including overall functionality, presentation of content, and overall fit with user expectations and needs. We also wanted to see how much attention users paid to advertising space on the two sites.

Objectives
Gather users’ general impressions of the Google and Bing search engines, including overall functionality, presentation of content, and overall fit with user expectations and needs.

Ad Space Performance
To gauge the amount of attention paid to advertising space on the two sites and to determine if any aspects of the page design might influence this.

Future Use
Gauge users’ reaction to the overall value of the Google and Bing search engines and their willingness to use or continue to use one or the other.

Methodology

1. Participants

• 12 users were tested.
• All users reported they used Google as their main search engine. We were not able to locate users who were not familiar with Google to some extent.
• None of the users had used Bing.

2. Eye Tracking

• Users performed a “hotel search” and a “shopping search for digital cameras” on both Google and Bing.
• Eye Tracking data was collected for the Homepages and Search Results pages (i.e. the 1st and 2nd pages that users saw).
• None of the users had used Bing.

3. Retrospective Analysis

• Users were shown a replay of their Eye Tracking recording and asked to provide a commentary on their thoughts and actions.

4. Think-Aloud & Review

• Users were asked to comment on expectations, likes/dislikes, ease/difficulty, suggested improvements, usefulness, etc.

5. Survey

• Users were asked to complete a short survey to sum up their sentiments.

Key Insights

This is an excerpt from a June 2009 report, download the full version here.

This content was provided by Catalyst Group. Visit their website at www.catalystnyc.com.

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