Bing users 'more likely to click on ads'

Users of Microsoft's Bing search engine may be more commercial than those who use Google, new research suggests.

A study conducted by advertising network Chitika and published by Techcrunch found that visitors who clickthrough to sites from the organic search results on Bing are 55 per cent more likely to click on an advert than if they arrived at a site via Google.

The website statistics showed that visitors from Bing clicked on an advert 1.5 per cent of the time on average, while Google users did so 0.97 per cent of the time.

Yahoo! clickthrough rate was between the two, at 1.24 per cent. Chitika derived these statistics from studying clickthrough rates from 32 million ad impressions over more than 50,000 sites.

However, Techcrunch notes that these figures may be because Google has a larger market share than Bing. The clickthrough rate therefore appears as a smaller proportion of the total.

An unnamed author on the Slashdot news site suggests that one of the reasons for these results may be that Bing users are more susceptible to advertising, adding that Bing's current market share may have come from its marketing campaign.

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