Bing has taken Facebook integration to a whole new level in its search results, a laser-targeted airstrike on Google's +1 social search initiative.
In a bid to "help you make faster, more informed decisions", the search engine has teamed up with the social network so you can receive personalised results based on what your circle of Facebook friends like, Microsoft claims.
Key features include showing which of your friends liked Bing's search results via Facebook, bringing them to the front page. If your friends can't always provide the expertise you need about a specific subject, Bing also shows anonymous likes from other Facebook users under your friends' results.
When you search Bing for a specific person, Facebook's Profile Search provides a more in-depth bio, including their location or education. You can also share a shopping list on your wall so your friends can help you decide whether to buy stuff. To use all the new features you need to be logged into both Facebook and Bing.
Microsoft claims its research shows that 90 per cent of people seek advice from family and friends as part of the decision-making process. And 80 per cent of people will delay making a decision until they can get their mates' approval.
"This 'Friend Effect' is apparent in most of our decisions and often outweighs other facts because people feel more confident, smarter and safer with the wisdom of their trusted circle," a Bing spokesperson said. Microsoft owns a 1.6 per cent stake in Facebook.
Bing has expanded its market share over the last year, but it still trails Google by a huge margin. Google accounted for 65.4 per cent of searches in the US in April, followed by Yahoo with 15.9 per cent and Bing with 14.1 per cent, according to comScore.
Hit play to watch Stefan Weitz, director of Bing, describing the new tool. What do you think? Are you switching from Google to Bing so you can incorporate the collective know-how of your nearest and dearest? Or do you scorn the limited knowledge of human meatbags in favour of the all-powerful machine?
Discuss: Bing uses Facebook data to personalise your search
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