As of June 2015, China has 667.69 million internet users with a penetration rate of 48.8%, and 536.15 million are search engine users, predominantly utilizing mobile platforms. Baidu leads the search engine market with a 92.1% penetration rate, followed by a mix of other Chinese search engines including 360 Search and Sogou. User loyalty for Baidu is high due to its established brand, while the usage of multiple search engines is common among users, particularly on mobile devices.

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2014
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A Publication of
China Search Engine
Market Overview 2015
A STATISTICAL ANALYSIS OF CHINA SEARCH ENGINE MARKET

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2015
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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
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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).

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2015
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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
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2014.12 2015.6
Total users (million)
Mobile search engine users (million)
% of total internet users
% of total mobile internet users

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2015
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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.

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2015
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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

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Qihoo 360 Search Users Geo-distribution
Source:
iUserTracker/AC
Nielsen

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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

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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
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“
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

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