Bing Overtakes Yahoo in Search Market Share

Bing has edged past Yahoo to take the No. 2 spot in terms of search market share, according to a stunning new report issued by Nielsen on Tuesday (Sept. 14).

Microsoft’s Bing accounted for 13.9 percent of all U.S. searches in August 2010, an increase of .25 percent versus the previous month and three full percentage points from August of last year, when it captured 10.7 percent of the market. Meanwhile, according to Nielsen, Yahoo handled 13.1 percent all searches, down from 14.6 percent in July.

Google held steady in August, handling a dominant 65 percent of all searches, found Nielsen.

Landing in the No. 2 slot represents a huge milestone for Microsoft and Bing, which has been live for just over a year—particularly in a category that has exhibited little fluidity in recent years.

But perhaps the bigger story is the ongoing decline of Yahoo’s search business. The portal has consistently held the number two spot for several years—at times commanding 18 percent to 20 percent of the market.  

Perhaps dampening Microsoft’s achievement is the fact that the share shakeup comes just a few weeks after the company began handling Yahoo’s search queries, and now advertising, with its own search technology. In fact, it seems that Bing’s recent share growth is coming primarily from Yahoo than Google, it’s chief competitor in the space.