A popular platform for search engine marketing initiatives, Bing has consolidated its position as the second most used search engine in America during January, according to comScore data, cited in an article published by Search Engine Watch.

Having overtaken Yahoo! in December, the Microsoft search engine saw its share of the search engine market increase by .1 per cent – rising from 15.1 to 15.2 per cent.

Yahoo! suffered further decline, with their share of the market falling from 14.5 per cent to 14.1 per cent.

Google, meanwhile, saw their share of the market grow by .3 per cent from 65.9 per cent to 66.2 per cent – their highest market share since December 2010.

The amount of searches conducted was down by 2 per cent from December, with 17.8 billion searches made overall.

Google conducted 11.8 billion searches, while Bing carried out 2.7 billion searches; both saw the amount of searches they conducted down by 2 per cent when compared to December’s figures; the amount of searches conducted by Yahoo! was also down – this time by 5 per cent.

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