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China Search Engine Market Overview 2015

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By June 2015, the number of Chinese netizen reached 667.69 million, with a penetration rate of 48.8% according to China Network Information Center (CNNIC).

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China Search Engine Market Overview 2015

  1. 1. COPYRIGHT  ©  2014  ·∙  INCITEZ  PTE.  LTD. A Publication of China Search Engine Market Overview 2015 A STATISTICAL ANALYSIS OF CHINA SEARCH ENGINE MARKET
  2. 2. COPYRIGHT  ©  2015  ·∙  INCITEZ  PTE.  LTD. 485.00 513.10 537.60 564.00 590.56 617.58 632.00 648.75 667.69 36.2% 38.3% 39.9% 42.1% 44.1% 45.8% 46.9% 47.9% 48.8% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 0.00 100.00 200.00 300.00 400.00 500.00 600.00 700.00 800.00 900.00 1,000.00 2011.6 2011.12 2012.6 2012.12 2013.6 2013.12 2014.6 2014.12 2015.6 Total number of internet users (million) Penetration of internet (%) CHINA SEARCH ENGINE MARKET OVERVIEW Chinese Netizen Overview By June 2015, the number of Chinese netizen reached 667.69 million, with a penetration rate of 48.8% according to China Network Information Center (CNNIC).
  3. 3. COPYRIGHT  ©  2015  ·∙  INCITEZ  PTE.  LTD. By June 2015, the number of Chinese search engine users reached 536.15 million, among which mobile search users exceeded 454 million. Source: CNNIC, Dec, 2013 522.23 536.15 429.14 454.34 80.5% 80.3% 77.1% 76.5% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% 140.0% 0.00 100.00 200.00 300.00 400.00 500.00 600.00 2014.12 2015.6 Total users (million) Mobile search engine users (million) % of total internet users % of total mobile internet users
  4. 4. COPYRIGHT  ©  2015  ·∙  INCITEZ  PTE.  LTD. 92.1% 45.8% 38.6% 27.4% 3.5% 1.9% 1.3% 2.0% 90.3% 29.7% 21.9% 14.2% 3.1% 1.3% 1.1% 1.2% Types of Search Engine Providers in China in 2014 Overall penetration (%) Mobile penetration (%) Baidu ranked the first with 92.1% penetration rate, Sogou/ Soso league second with 45.8% penetration rate, followed by 360 Search (haosou.com) with 38.6%. Google ranked fourth in this CNNIC’s survey released in January 2015.   According to research company CNZZ, Qihoo 360’s Haosou.com ranked second following Baidu by total search volume with about 30% market share in 2014.
  5. 5. COPYRIGHT  ©  2015  ·∙  INCITEZ  PTE.  LTD. 86.7% 8.8% 2.0% 1.6% 0.3% 0.2% 0.1% 0.3% Baidu 360 Search Sogou Google Soso Easou Yicha Other Chiense Netizen Prioritized Search Engines Baidu has the highest user loyalty because its early entry and successful brand building. 360 Search entered the market relatively late, but because Qihoo 360’s safety software, browser and navigation, gained rather high brand awareness and penetration rate in a short period. However, 360 Search’s user loyalty still needed to be strengthened.   On average, the number of search engines used in China was 2.7. Source: CNNIC, Dec, 2013
  6. 6. COPYRIGHT  ©  2015  ·∙  INCITEZ  PTE.  LTD. Qihoo 360 Search Users Geo-distribution   Source:  iUserTracker/AC  Nielsen  
  7. 7. COPYRIGHT  ©  2015  ·∙  INCITEZ  PTE.  LTD. About 70% of search users used 2 and more search engines. Those who only used one search engine accounted for 32.3%. And in PC terminal, the percentage was 32.7%, while the percentage in mobile terminal was 66.7%. [值] 32.7% 66.7% 24.4% 23.5% 17.0% 14.8% 15.6% 6.8% 11.5% 11.5% 4.6% 8.3% 8.5% 2.6%8.7% 8.2% 2.3% Total (average 2.7) PC (average 2.6) Mobile (average 1.7) The Number of Search Engines Used by Chinese Netizen in 2013 1 2 3 4 5 6 and above Source: CNNIC, Dec, 2013
  8. 8. COPYRIGHT  ©  2015  ·∙  INCITEZ  PTE.  LTD. 46.3% 43.3% 33.9% 29.9% 25.1% 17.9% 38.9% 41.4% 40.9% 39.8% 37.6% 34.7% 10.3% 11.8% 18.8% 21.2% 25.0% 25.3% 4.6% 3.4% 6.5% 9.1% 12.4% 22.1% 2.1 2.2 2.6 2.8 3.1 3.7 0 0.5 1 1.5 2 2.5 3 3.5 4 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0% Relationship of Chinese Netizen Education with the Number of Search Engines Used in 2013 1 2-3 4-5 6 and above average Cap$on  and  Photo  Credit:  Use  this  space  to  provide  credit  to  the   original  photo  or  graphic  creator  and  provide  context  on  its  meaning.   “ The number of search engine used was directly proportional to the users’ education background. The higher the education, the higher the number of search engine. Users with bachelor degree averagely used 3.1 search engines, and masters and above used 3.7 search engines. --CNNIC Source: CNNIC, Dec, 2013
  9. 9. COPYRIGHT  ©  2015  ·∙  INCITEZ  PTE.  LTD. Get Your Free keywords proposal Incitez China, part of Incitez, manages SEM campaigns for some top brands in the world on the long-term basis. Contact us to get a keywords proposal or SEM account audit: http://www.incitezchina.com/contact From agency? Incitez China works with agency partners around the world o help their clients deliver results either on search or social media in Chinese market. Contact us to find out more: http://www.incitezchina.com/contact

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