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Incitez ebook-china search engine market overview 2014 (abridged)
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Incitez ebook-china search engine market overview 2014 (abridged)

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  • 1. COPYRIGHT © 2014 ·INCITEZ PTE. LTD. A Publication of China Search Engine Market Overview 2014 A STATISTICAL ANALYSIS OF CHINA SEARCH ENGINE MARKET
  • 2. COPYRIGHT © 2014 ·INCITEZ PTE. LTD. TABLE OF CONTENTS 1. CHINA SEARCH ENGINE MARKET OVERVIEW 2. CHINA SEARCH ENGINE MARKET IN PC TERMINAL 3. CHINA SAERCH ENGINE MARKET IN MOBILE TERMINAL
  • 3. COPYRIGHT © 2014 ·INCITEZ PTE. LTD. CHAPTER ONE CHINA SEARCH ENGINE MARKET OVERVIEW Chinese Netizen Overview By December 2013, the number of Chinese netizen reached 618 million, increasing 53.58 million in a year with a 9.5% YoY increase. The growth rate will slow down in the coming years. 253 298 338 384 420 457.3 485 513.1 537.6 564 590.56 617.5833.6% 28.9% 24.3% 19.1% 15.5% 12.2% 10.8% 9.9% 9.9% 9.5% 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0 100 200 300 400 500 600 700 The Number of Chinese Netizen 2008-2013 the number of Chinese Netizen (Mn) YoY Source: CNNIC, Dec, 2013
  • 4. COPYRIGHT © 2014 ·INCITEZ PTE. LTD. By December 2013, the number of Chinese search engine users reached 490 million, increasing 38.56 million in a year with a 8.5% YoY increase. The growth rate was smaller than that of netizen, because most of the newly increased netizen were from mobile terminal, and mobile netizen didn’t use search engine as often as PC terminal netizen. CHAPTER ONE 175.08 203 234.57 281.34 320.46 374.53 386.06 407.4 428.61 451.1 470.38 489.66 34.0% 38.6% 36.6% 33.1% 20.5% 8.8% 11.0% 10.7% 9.7% 8.5% 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0 100 200 300 400 500 600 The Number of China Search Engine Users 2008-2013 the number of China Search Engine Users (Mn) YoY Source: CNNIC, Dec, 2013
  • 5. COPYRIGHT © 2014 ·INCITEZ PTE. LTD. 97.6% 43.1% 38.8% 34.6% 23.7% 9.4% 7.0% 6.1% 5.6% 2.5% 2.3% 1.4% 0.4% 0.6% Baidu 360 Search Google Sogou Soso Youdao Yahoo Easou Sina iask Yicha Jike Panguso Roboo Other China Search Engines Penetration Rate Baidu ranked the first with 97.6% penetration rate, 360 Search ranked the second with 43.1%. Google (38.8%), Sogou (34.6%), Soso (23.7%) ranked third to fifth respectively. CHAPTER ONE Source: CNNIC, Dec, 2013
  • 6. COPYRIGHT © 2014 ·INCITEZ PTE. LTD. 97.1% 44.8% 40.2% 35.0% 23.1% 9.3% 7.0% 5.4% 4.1% 2.5% 1.3% 0.9% 0.4% Baidu 360 Search Google Sogou Soso Youdao Yahoo Sina iask Easou Bing Jike Panguso Other China Search Engines PC Terminal Penetration Rate CHAPTER TWO CHINA SEARCH ENGINE MARKET IN PC TERMINAL Search Engine Market in PC Terminal Market penetration rate in PC terminal was in accordance with general penetration, Baidu ranked the first, followed by 360 Search, Google, Sogou, Soso. Baidu, Sogou and Soso’s penetration in PC terminal had little difference with general penetration and balanced distribution in PC and mobile terminals. Source: CNNIC, Dec, 2013
  • 7. COPYRIGHT © 2014 ·INCITEZ PTE. LTD. Baidu reached 96.1% of search netizen for top two search engines. 360 Search ranked the second with pretty high second choice rate with 31.1%. Google search also ranked high in second choice rate, with 18.3%. There are four stages of search user conversion. First, from don’t know about the search engine to know about it. By advertising and other means, let the consumers know about 85.6% 10.1% 2.3% 1.6% 0.1% 0.3% 10.5% 21.0% 9.7% 18.3% 5.2% 2.7% 96.1% 31.1% 12.0% 19.9% 5.3% 3.0% Baidu 360 Search Sogou Google Soso Other Chinese Netizen Top Two PC Terminal Search Engines First Choice Second Choice CHAPTER TWO Source: CNNIC, Dec, 2013
  • 8. COPYRIGHT © 2014 ·INCITEZ PTE. LTD. Baidu ranked first in overall evaluation, 360 Search and Sogou were very close, but Google’s Chinese search had low overall user experience evaluation. These factors had essential influence on user experience. First, search speed, including the opening speed of search engine website, search time. Second, search result accuracy. Whether the search result could offer the information wanted conveniently for the users. Many search engines rearranged search results to save user time for finding information. Last, the appearance of the search result page. 0 1 2 3 4 5 Overall Evaluation Search speed Search result accuracy Search resault page appearance Chinese Netizen Search Engine User Experience in PC Terminal in 2013 Baidu 360 Sogou Google CHAPTER TWO Source: CNNIC, Dec, 2013
  • 9. COPYRIGHT © 2014 ·INCITEZ PTE. LTD. 171.91 189.02 220.81 259.07 291.38 324.31 365.03 28.4% 37.1% 32.0% 25.2% 25.3% 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0 50 100 150 200 250 300 350 400 2010.12 2011.06 2011.12 2012.06 2012.12 2013.06 2013.12 The Number of Chinese Mobile Search Users 2010-2013 the number of Chinese Mobile Search Users(Mn) YoY CHAPTER THREE SAERCH ENGINE MARKET IN MOBILE TERMINAL Search Engine User in Mobile Terminal Overview By December 2013, China search engine user in mobile terminal reached 365 million, increasing 25.3% compared to 2012. The growth of mobile search user was the main driving source for the overall search user. Source: CNNIC, Dec, 2013
  • 10. COPYRIGHT © 2014 ·INCITEZ PTE. LTD. Baidu had the highest penetration rate in mobile terminal, with 95.2%. Google, 360 Search, Sogou and Soso’s penetration rate ranged from 11% to 16%. 95.2% 15.5% 15.0% 13.7% 11.4% 5.2% 3.9% 3.4% 2.3% 2.2% 0.9% 0.5% 0.5% 0.4% 0.1% Baidu Google 360 Search Sogou Soso Easou Youdao Yicha Sina iask Yahoo Bing Roboo Jike Panguso Other China Search Engines Mobile Terminal Penetration Rate CHAPTER THREE Source: CNNIC, Dec, 2013
  • 11. COPYRIGHT © 2014 ·INCITEZ PTE. LTD. 88.7% mobile search users chose Baidu as their prioritized search engine, the percentage was 4.2% for 360 Search and 1.8% for Google. 88.7% 4.2% 1.8% 1.5% 1.5% 0.8% 0.4% 0.6% Baidu 360 Search Google Soso Sogou Easou Yicha Other Chiense Netizen Prioritized Mobile Terminal Search Engines Source: CNNIC, Dec, 2013 CHAPTER THREE
  • 12. COPYRIGHT © 2014 ·INCITEZ PTE. LTD. GET FULL REPORT To get full thorough analysis of China Search Engine Market Insights 2014 report, click the link below to view Incitez China Ebook offerings.