Microsoft’s publicity blitz to support the launch of its new search engine Bing has enjoyed some success in getting its latest brand name out there – but few internet users appear to have been convinced that Bing should be their primary search engine.

That is according to a new report from JP Morgan, which surveyed 763 people a month after Bing’s initial launch.

The study found that thanks to Microsoft’s search engine marketing campaign, 59 per cent of respondents had heard of Bing.

However, only 42 per cent of those had tried it – and 98 per cent of all respondents said they would not be making it their main search engine.

The main problem for Microsoft is that most internet users are currently happy with their search experience, with 63 per cent finding no weaknesses in their preferred search engine.

JP Morgan concluded that going forward, Bing can expect its overall market share to grow by just 2.3 per cent.

According to figures from ratings service Compete, Bing accounted for 6.5 per cent of the US search market in June.

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