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comScore Study: Bing Facebook Fans do 68% More Searches than Average Bing Users

Bing’s Facebook fans really “like” searching. And they like searching on Bing, it appears.

A recent comScore white paper, “The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing” comprises of the data collected during May 2011 as part of a collaboration between comScore and Facebook — offers an in-depth analysis of how social media brand impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages.

“The study profiles three major brands – Starbucks, Southwest Airlines, and Microsoft Bing – to show the impact of these impressions on Fans and Friends and help illustrate how brands today need to be thinking about their social marketing initiatives,” informs comScore.

The comScore study revealed that Bing’s Facebook fans do 68% more searches on Bing than the average Bing user.

And, that the friends of those fans do 27% more searches than regular Bing users.

If you look at the chart below, Bing’s Facebook fans and their Facebook friends have more engagement with Bing in several areas:

  • searches per searcher (far left column)
  • searches per session
  • searches per usage day
  • search usage days.

The second chart below 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.”

We have embedded below the full WhitePaper (Read only mode), for your own need, you can request and download the white paper here.

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