By the end of 2013, mobile will contribute up to 30% of all Internet search traffic. The Business Insider provides reasons why Google outpaces Bing when it comes to search engine market share, such as being the default engine on Apple's iPhone or focusing solely on mobile search. Many experts fail to point to marketing techniques and product design as the differentiation between the two companies. Familiarity breeds adoption. Microsoft failed to combine the look and feel of desktop and mobile user interfaces -- something it historically did in the past in variations of its software business and personal products, which helped it gain market share.