It's now been a little over 4 months since the Bing brand was launched, and it seems like a good time to pull together a summary of our Bing-related research.

Starting with the obvious points, in the UK 35% more people used Bing in August than used Live Search in August '08. In France, there were 93% more users of Bing in August than of Live Search a year ago, and there were double the number of queries served. And it's not only in the growth of the user base that there's good news for advertisers - adCenter continues to provide the conversion advantage that it did for Live Search.

Looking at the engagement and conversion research that we regularly update, we can see that in particular, in the UK, searchers clicking through to a site from Bing are 25% more engaged than the average searcher, and 50% more likely to convert when on that site.

 Similarly, in France, users of Bing are 54% more likely to convert on a destination site that they reach through Bing than the average search user.

And just-released independent research suggests that Bing is already building affinity with consumers - when asked in Trendstream's Global Web Index survey, 2/3 of internet users in the UK said that they feel Bing is a site for them. Bing's still in beta in the UK, but it's impressive to see that it's already making a good impression with consumers, and bodes well for the future of the newest search engine in the market.

In summary then, Bing is reaching more people than ever before, and is building up a rapport with those users. Query volume continues to climb, and it still provides advertisers with a clear ROI advantage over its competitors; what's not to like?!

(sources: comScore qSearch, Nielsen MegaView Search, Trendstream Global Web Index 2009)