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A new academic study has stirred up old debates about search engine loyalty and added fresh insight to the lethargic DOJ antitrust case against Google. The paper, Sources of Market Power in Web Search, isn’t just a field experiment about consumer behavior; it’s a reflection of how deeply default choices shape digital habits.
As is always the case with such studies, we have to consider the source. Afterall, such a report coming out at this time during the penalty phase of the DOJ anti-trust trial against Google is rather convenient. The study was published under the auspices National Bureau of Economic Research (NBER) – which is widely regarded as a nonpartisan institution. According to Media Bias/Fact Check, it is rated as “least biased” and “highly factual,” with no failed fact checks in recent years .
So here is the gist of the study: over 2,500 people were paid to use Bing instead of Google for two weeks. After the trial, 22% chose to keep using Bing. Many said Bing was “better than I thought it would be.” That is a bit of a backhanded compliment that points to a broader truth; most users never bothered to try anything but Google in the first place.
Key Study Findings:
- Default power is real: When Google is removed as the default search engine, many users don’t bother to switch back.
- Initial resistance fades: Almost one-third of those who used Bing for two weeks ended up preferring it over any other search engine.
- Switching isn’t cost motivated (other than breaking habits): Requiring people to actively choose between search engines only moved market share by about 1 percentage point.
The experiment underscores that user behavior patterns can shift when defaults change – a fact not lost on Google. It’s actively measuring how users search and react (via NavBoost).
This matters because Google is currently facing serious scrutiny from the U.S. Department of Justice. The case centers on whether Google’s dominance in search is maintained by illegal monopoly practices. One issue on the table is Google’s multi-billion-dollar deals with phone manufacturers to remain the default search engine – deals the DOJ argues limit consumer choice.
What This Means for Search
The fact that 22% of study participants voluntarily stuck with Bing isn’t an endorsement of Microsoft’s search superiority. It’s a signal that users don’t necessarily dislike alternatives – they just rarely try them. And when they do, some find them perfectly fine.
This puts pressure on the idea that Google’s dominance is due to superior quality. Instead, it suggests that convenience, default settings, and user inertia are bigger factors than often admitted.
Looking Ahead
As the antitrust case unfolds, studies like this give the DOJ fresh ammunition. If Google’s search share is upheld by default settings rather than real web competition, regulators have more serious reason to intervene and limit Googles domination. It brings up a fascinating possibility: If courts break up parts of Google’s ecosystem, who is there to setp in?
The bigger and broader takeaway: people stick with what’s easy – not necessarily what’s best to use. The more we understand that, the more competitive – and open – the search landscape might eventually become.
As the CEO and founder of Pubcon Inc., Brett Tabke has been instrumental in shaping the landscape of online marketing and search engine optimization. His journey in the computer industry has spanned over three decades and has made him a pioneering force behind digital evolution. Full Bio
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