Apple iPad Should Default To Bing Search Engine

Global Equities Research has published a report predicting that Apple will choose Microsoft Bing as the default search engine for the iPad.

Trip Chowdhry, managing director of equity research for the Global Equities Research, says Apple will choose Bing based on the search engine's technical merits, as well as the shape of the iPad touchscreen.

In the 8-page report published Tuesday, Chowdhry points to a heat map study of Microsoft Bing vs. Google Search. A side-by-side comparison reveals that the concentration of user activity on the Bing search page -- indicated by red, yellow and green colors -- fits more comfortably in the shape of the iPad screen.

The heat map study indicates that when people look at search results on Google they follow an inverted triangle. The widest part of the triangle remains at the top, from left to right, and tapers off at the bottom in the middle of the page.

The heat map study for Bing reveals that people tend to look at search results in a rectangle shape. The widest part of the page represents the top half of an 8-inch by 10-inch sheet of paper. This means people typically read the top half of search results.



A rectangular search layout for Apple's iPad, which requires people to use their fingers as the primary pointing device, would provide consumers with a better experience.

Chowdhry believes that Bing's search tools, such as Explore Pane, Best Match and Document Preview all lend to a better experience on an iPad, where interaction with the device requires humans to use their fingers, not by mouse.

People typically spend more time on Bing versus Google, view more pages, and bounce from one search to another, according to Chowdhry.

"Contacts tell us that Google Search will also be available, but will not be a default choice," Chowdhry writes. "Google will probably have more Map applications on iPad vs. Microsoft."

Chowdhry doesn't think Google's loss of not being the default search engine on the iPad will have a significant impact on the search engine's revenue. Google's Android Platform continues to grow in excess of 100% year-on-year, and can easily offset the loss.

Preorders for the iPad could begin as early as this week. The first wave of models with WiFi could debut in the United States as early as March.

2 comments about "Apple iPad Should Default To Bing Search Engine".
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  1. Nick Taylor from, February 24, 2010 at 10:22 a.m.

    I’m pretty sure that there’s a lot more behind which default search page Apple decides to go with then just usability. It’s been rumored that Google has paid Apple $100 million/year in revenue sharing and I wouldn’t be surprised one bit of Bing is looking to put in a more competitive offer. Not to mention that there’s clearly a lot of rivalry occurring between Google and Apple at the moment. So on the surface it might be announced that Bing was chosen do to its usability but there’s a lot more to the story.

  2. William Glatnik, February 24, 2010 at 5:46 p.m.

    Bookmarked. Talked about this article on my blog ( Personally I hate this new move. I do not like Bing, I like the K.I.S.S principle

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