What Happens When You Pay People Not to Use Google Search?

“A group of researchers says it has identified a hidden reason we use Google for nearly all web searches,” reports the Washington Post. “We’ve never given other options a real shot.”

Their research experiment suggests that Google is overwhelmingly popular partly because we believe it’s the best, whether that’s true or not. It’s like a preference for your favorite soda. And their research suggested that our mass devotion to googling can be altered with habit-changing techniques, including by bribing people to try search alternatives to see what they are like…

[A] group of academics — from Stanford University, the University of Pennsylvania and MIT — designed a novel experiment to try to figure out what might shake up Google’s popularity. They recruited nearly 2,500 participants and remotely monitored their web searches on computers for months. The core of the experiment was paying some participants — most received $10 — to use Bing rather than Google for two weeks. After that period, the money stopped, and the participants had to pick either Bing or Google. The vast majority in the group of people who were paid to use Bing for 14 days chose to go back to Google once the payments stopped, suggesting a strong preference for Google even after trying an alternative. But a healthy number in that group — about 22 percent — chose Bing and were still using it many weeks later.
“I realized Bing was not as bad as I thought it was….” one study participant said — which an assistant professor in business economics and public policy at the University of Pennsylvania says is a nice summation of the study’s findings.

“The researchers did not test other search engines,” the article notes. But it also points out that more importantly: the research caught the attention of some government officials:

Colorado Attorney General Phil Weiser (D), who is leading the group of states that sued Google alongside the Justice Department, said the research helped inspire a demand by the states to fix Google’s search monopoly. They asked a judge to require Google to bankroll a consumer information campaign about web search alternatives, including “short-term incentive payments.”
On the basis of that, the article suggests “you could soon be paid to try Microsoft Bing or another alternative.”

And in the meantime, the reporter writes, “I encourage you to join me in a two-week (unpaid) experiment mirroring the research: Change your standard search engine to something other than Google and see whether you like it. (And drop me a line to let me know how it went.) I’m going with DuckDuckGo, a privacy-focused web search engine that uses Bing’s technology.”