Study Suggests People Prefer Bing’s Design To Google’s, But Still Won’t Switch
Brand loyalty is a powerful thing, especially when it comes to technology. Consider the battle brewing now between Google and Microsoft’s new search engine, Bing . Even if Bing proves to be just as good as Google, it might not matter because of the strength of Google’s brand. An independent usability and consumer preference study, which we’ve obtained and embedded below, suggests as much. It was conducted by the Catalyst Group , a usability research and design firm located in New York City. The study was an intense focus group in which 12 subjects were monitored with eye-tracking cameras as they conducted searches. Afterward, they were interviewed and completed a survey. Prior to the test, all the subjects used Google as their main search engine. Following the test, 4 out of the 12, or one third, said that overall they preferred Bing. The other 8 said that they preferred Google because they were already familiar with it, used other Google products, or that Bing’s improvements are simply not enough to make them switch. What is amazing is that when the test subjects were asked to rate Bing on specific criteria (visual design, organization of …
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