Bing Captures Almost 10 Percent Search Share In U.S.

Remember all that talk about Bing starting to fizzle in September? Well it didn’t happen, and now October numbers and Bing gained another half a point to reach 9.9 percent market share of U.S. searches, according to comScore’s qSearch service. Five months after launch, Bing has steadily gained two points of market share.

And it is keeping the pressure on, with deals to index realtime data streams from both Twitter and Facebook (Google also has a deal with Twitter, but not Facebook), a deal with Wolfram Alpha for nutrition and diet data, and the constant rollout of new features such as better video search.

The biggest loser in the search wars, however, continues to be Yahoo as it awaits approval to hand over search to Bing.  In a single month, Yahoo’s U.S. search share dropped 0.8 percent to 18 percent, and is down 3 percent since the beginning of the year.  Meanwhile, Google seems unfazed, gaining another half point itself in October to finish with 65.4 percent share.

Bing’s progress is encouraging (someone needs to compete with Google in search), but so far all Bing has shown is that it can take share away from its future partner Yahoo. Bing has yet to put a ding in Google’s share.  Perhaps it needs to do something radical, like cut deals with major news and media sites for exclusive rights to index their content.  Otherwise it will just keep eating away at Yahoo’s slice of pie, which it’s already been promised anyway.

U.S. Core Search Share, September 2009 (Source: comScore qSearch)

Google 65.4% +0.5% m/m +2.4% ytd
Yahoo 18.0% -0.8% m/m -3.0% ytd
Microsoft 9.9% +0.5% m/m +1.4% ytd
Ask 3.9% 0.0% m/m +0.2% ytd
AOL 2.9% -0.1% m/m -1.0% ytd

(Table below via JPMorgan analyst Imran Khan. Click to enlarge.)