Rethinking Competition in the Digital Market: The Case of Google’s Dominance – Hotel News Resource
- According to a study by Wharton professor Leon Musolff, Google’s dominance in the search engine market is largely driven by default settings and user habits rather than superior quality.
- Interventions like changing default search engines and promoting user exposure to alternatives could help to balance the market and encourage competition.
A study conducted by Leon Musolff, a professor of business economics and public policy at Wharton, challenges the assumption that Google’s dominance is solely due to its superior quality.
The study reveals that user habits and default settings significantly influence Google’s market control. Most users stick with Google as their search engine because it is often set as the default option on devices and browsers, and many do not explore other options.
Musolff and his co-authors found that when users were paid to switch to Bing, Microsoft’s search engine, a significant number did so, and some even chose to stay with Bing after the experiment….
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