Key research findings
Bing chat drives higher engagement that could lead to deeper ad
consideration and reduce lead time to conversion.
1
• Bing chat reports 3X higher CTR than traditional search
• On average, users spend 66% more time interacting with Bing chat on a search than the traditional SERP
• User journey duration is decreasing while the number of searches are increasing, resulting in a faster path to
conversion at a heightened level of consumer interest
Mobile is as important as ever.
We’re seeing some behavioral shifts with implications for bid strategies
2
• Installs of the Bing mobile app have grown 4X since the launch of Bing chat
• Across Tech & Telco, mobile search share grew 4X when compared to other devices used to conduct a search;
this trend is mirrored (at a lesser scale) for Retail and Travel
3
• Bing chat queries are, on average, 3X the length of traditional search queries
• Searches posed as questions have increased across Tech Telco, Retail, and Travel
• Searches containing superlatives, such as cheapest, best, or top, have also increased
• Travel searches with the term “create” increased 26%, suggesting a growing interest in curated trip plans