Microsoft’s Bing search engine has seen growth in recent years and now enjoys 18.1% of US search share. The growth in its usage has been attributed to its deep integration into a host of Microsoft products such as Xbox, Windows Phone, Office and Windows 8. This theory seems valid with KWP reporting that 52% of Windows Phone users may be using Bing in place of Google for searching the web.

This indeed is good news for the 3rd eco-system, as one product may be adding to the growth of other. With Windows Phone gaining in popularity and adding millions of users every quarter it may improve further going forward.

Still, Microsoft may like to ponder about why rest 48% of the Windows Phone users opt out of Bing search. May be a bit more catch up is left!