Enquiro presents: Chinese Eye Tracking Study

Slide 1: Chinese Eye Tracking Study Authors: Rick Tobin Gord Hotchkiss Kyle Grant Enquiro Search Solutions, Inc. Piewen Li Microsoft Digital Advertising

Slide 2: 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.

Slide 3: Why We Did It Number of Int ernet Users ( in M illions) 16 0 0 . 0 China is the 2nd largest Internet 14 0 0 . 0 Market in terms of 12 0 0 . 0 users, just behind 10 0 0 . 0 the US, but that’s with just 10.4% 1292 8 0 0 .0 market penetration, 6 0 0 .0 compared to 67.9% 4 0 0 .0 for the US 76 2 0 0 .0 154.0 150 0 .0 US China Online Not Online Yet

Slide 4: Chinese Market Share The key to Baidu’s Other Google success has been its 18% 20% consistent marketing message that it Google Baidu “understands Other Chinese better” than anyone else Baidu 62%

Slide 5: 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?

Slide 6: 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

Slide 7: Question One: Do Chinese search users interact with search results in the same way as North Americans?

Slide 8: How North Americans Scan a Results Page X

Slide 9: Consideration Sets Initial Consideration Set (3 or 4 results)

Slide 10: Area of Greatest Promise Area of Greatest Promise

Slide 11: Delivering on the AOGP Initial Consideration Set

Slide 12: Reading the Heat Map Scale 80-100% 50 – 60% 20 - 30%

Slide 13: Google US Google China Baidu Aggregate Heat Maps from a Commercial Task

Slide 14: Google NA Google China

Slide 15: Google US Google China Baidu 55.2 seconds 9.6 seconds 30.2 seconds Average Duration on Search Results Page – Commercial Research

Slide 16: Google US Baidu Google China Area of Greatest Promise Area of Greatest Promise 1.0

Slide 17: Google US Baidu Google China Area of Greatest Promise Consideration Set 2.0

Slide 21: 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

Slide 22: 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

Slide 23: Question Two: What are the differences in user experience on Google China and Baidu?

Slide 26: Time on Page Averag e Durat io n o n t he Search Result s Pag e 55.2 6 0 .0 50 .0 37.1 4 0 .0 30.2 29.9 28.2 25.7 3 0 .0 16.9 2 0 .0 12.8 10 . 0 0 .0 Consumer Purchase Information Average Research Google Baidu

Slide 27: 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

Slide 28: 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

Slide 29: Study available in June www.enquiro.com

Slide 30: 謝謝 gord@enquiro.com

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