Chinese Eye Tracking Study Authors: Rick Tobin Gord Hotchkiss Kyle Grant Enquiro Search Solutions, Inc. Piewen Li Microsoft Digital Advertising

Why We Did It Enquiro largely defined what the search experience looks like in North America through our widely quoted eye tracking studies. But to date, nothing had been done in the Chinese Market.

Why We Did It China is the 2 nd largest Internet Market in terms of users, just behind the US, but that’s with just 10.4% market penetration, compared to 67.9% for the US

Chinese Market Share The key to Baidu’s success has been its consistent marketing message that it “understands Chinese better” than anyone else

The key to Baidu’s success has been its consistent marketing message that it “understands Chinese better” than anyone else

Two Questions Do Chinese search users interact with search results in the same way as North Americans What are the differences in user experience on Google China and Baidu?

Do Chinese search users interact with search results in the same way as North Americans

What are the differences in user experience on Google China and Baidu?

Eye Tracking Study 50 Chinese students attending a Canadian University to study English Had been in Canada for less than a month Data collected April 2007 Assigned 3 tasks to do on Baidu and Google China

50 Chinese students attending a Canadian University to study English

Had been in Canada for less than a month

Data collected April 2007

Assigned 3 tasks to do on Baidu and Google China

Question One: Do Chinese search users interact with search results in the same way as North Americans?

Do Chinese search users interact with search results in the same way as North Americans?

How North Americans Scan a Results Page X

Consideration Sets Initial Consideration Set (3 or 4 results)

Area of Greatest Promise Area of Greatest Promise

Delivering on the AOGP Initial Consideration Set

Reading the Heat Map Scale 80-100% 50 – 60% 20 - 30%

Reading the Heat Map Scale

Aggregate Heat Maps from a Commercial Task Google US Baidu Google China

Aggregate Heat Maps from a Commercial Task

Google NA Google China

Average Duration on Search Results Page – Commercial Research Google US Baidu Google China 9.6 seconds 30.2 seconds 55.2 seconds

Average Duration on Search Results Page – Commercial Research

1.0 Google US Baidu Area of Greatest Promise Area of Greatest Promise Google China

2.0 Google US Baidu Area of Greatest Promise Google China Consideration Set

3.0 Google US Baidu Area of Greatest Promise Google China Consideration Set

4.0 Google US Baidu Area of Greatest Promise Google China Consideration Set

5.0 Google US Baidu Area of Greatest Promise Google China Consideration Set

Question One: Do Chinese search users interact with search results in the same way as North Americans? No: Much longer interaction Less “Spot Scanning” No F Shaped Scanning Pattern Significantly less interaction with Sponsored Results

Do Chinese search users interact with search results in the same way as North Americans?

No:

Much longer interaction

Less “Spot Scanning”

No F Shaped Scanning Pattern

Significantly less interaction with Sponsored Results

Question One: Do Chinese search users interact with search results in the same way as North Americans? Reasons: Less Relevant Results Less Transparency in Organic/Sponsored Results Reading a logographic presentation of results Search Engine Experience Maturity of the Search Results Page

Do Chinese search users interact with search results in the same way as North Americans?

Reasons:

Less Relevant Results

Less Transparency in Organic/Sponsored Results

Reading a logographic presentation of results

Search Engine Experience

Maturity of the Search Results Page

Question Two: What are the differences in user experience on Google China and Baidu?

What are the differences in user experience on Google China and Baidu?

Time on Page

Question Two: What are the differences in user experience on Google China and Baidu? Much longer interaction on Baidu More scanning on Baidu Less Trust in the Relevance of Results Fewer Successful Searchs on Baidu

What are the differences in user experience on Google China and Baidu?

Much longer interaction on Baidu

More scanning on Baidu

Less Trust in the Relevance of Results

Fewer Successful Searchs on Baidu

Question Two: What are the differences in user experience on Google China and Baidu? Reasons Baidu delivers less relevant results Padding of Results with Pay for Placement Listings Leads to Less Successful User Experience But in the end, Baidu is still the leader in market share

What are the differences in user experience on Google China and Baidu?

Reasons

Baidu delivers less relevant results

Padding of Results with Pay for Placement Listings Leads to Less Successful User Experience

But in the end, Baidu is still the leader in market share

Study available in June www.enquiro.com

www.enquiro.com

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