Market leading search engine provider Google has lost some of its share of online searches in the UK – making its overall share for October, at 89.33 per cent, the lowest the company has experienced for five years.

The October share – revealed by independent internet research organisation Experian – represents a 1.41 per cent drop on the company’s share for September.

Meanwhile, one of its rivals, the Microsoft-owned Bing search engine, increased its share of overall UK search in October to 4.71 per cent – a rise of 0.72 per cent on the previous month.

Another rival, Yahoo, was reported as having benefitted from much of the remainder of Google’s lost market share – while web search company Ask was said to have also enjoyed a small increase in its share of the UK’s online search activity.

In regard to an explanation for the improved performance of Bing, Experian’s digital insights manager, James Murray, has suggested that the company may have benefitted from the growing use of social media for carrying out web searches – particularly given Bing’s status as the standard search platform offered by market leader Facebook.

Murray has predicted that Bing will continue to grow in popularity. He said:

“I think Bing […] is starting to come to prominence. As it gains more traction I think we will see more searches coming from Bing.”

Whether the overall search market itself will grow – or whether Bing’s expansion will continue to be at the expense of Google’s share – is, say many commentators, likely to be heavily influenced by future search trends accompanying the growing take-up of internet-enabled mobile devices.