Bing’s Facebook fans really “like” searching. And they like searching on Bing, it appears.
According to a recent comScore white paper, Bing’s Facebook fans do 68% more searches (on Bing) than the average Bing user. And it extends out a bit further, too: The friends of those fans do 27% more searches than regular Bing users.
As the chart below shows, Bing’s Facebook fans — and their Facebook friends — have more engagement with Bing in several areas: searches per searcher (far left column, and what I used for the stats in the paragraph above), searches per session, searches per usage day and search usage days.
The data was collected during May 2011 as part of a collaboration between comScore and Facebook, and the white paper — called “The Power of Like” — basically serves to show the power of Facebook for brands by looking at how fans and friends of fans interact with branded content on Facebook.
Another chart shows that Bing’s Facebook fans are 55% more likely to visit Bing.com — and friends of fans 33% more likely than the average Internet user. (Bing’s bump is lower than the other companies because has much higher traffic overall.)
Bing, of course, also has a good relationship with Facebook at the business level. It has access to Facebook “like” activity for use in shaping search results — something Google doesn’t currently have.
Speaking of Google, you might be wondering about its Facebook fans and their search activity. I was, too.
We’d hoped to be able to compare the search activity of Google’s Facebook fans, but comScore explained that the Bing data is from a “very specialized analysis” and it doesn’t currently have similar data for Google. We’ll be glad to report the comparison the data if it eventually becomes available.