This document provides key performance indicator (KPI) metrics like bounce rate, daily pageviews, time on site, and search visit percentages for various industries in China in 2013 according to Alexa analytics. It analyzes the average and median bounce rates, search visit rates, and daily pageviews and time on site for 16 categories including banks, retailers, automotive, technology, cosmetics, fashion, food and beverage, healthcare and education websites. The summary finds that average bounce rates were generally higher for Chinese websites in most categories compared to other countries, while search visit percentages tended to be lower for internet retailers and health companies which likely received more direct traffic.

1. website KPIs norm
in China
2013. July

2. Tool: Alexa
KPI: Bounce rate, Daily PV, Daily Time, Search Visits
Industry: Bank, Internet retailer, Automobile, IT/Smartphone,
Cosmetics/Skincare, Fashion retailer, Beverage, Alcohol, Snack,
Healthcare/Wellness, English study, Shampoo
Brand: Pickup 6 brand from each category randomly (not reflect
market share due to data limitation or domain is not divided to
global and China).

3. Bounce Rate
Category
Bounce Rate
(average)
Bounce Rate
(median)
Bank 46.17% 44.65%
Internet
retailer
36.95% 35.60%
Automobile 50.70% 49.10%
IT/Smartphone 37.07% 41.20%
Cosmetics/
Skincare
55.02% 50.25%
Fashion
retailer
32.05% 27.10%
Category
Bounce Rate
(average)
Bounce Rate
(median)
Beverage 55.18% 57.50%
Alcohol 54.72% 55.80%
Snack 74.25% 74.90%
Healthcare/
Wellness
56.70% 60.45%
English study 47.89% 44.80%
Shampoo 52.30% 62.50%

4. Search Visits
Category
Search Visit
(average)
Search Visit
(median)
Bank 12.75% 11.65%
Internet
retailer
9.22% 7.95%
Automobile 19.53% 17.85%
IT/Smartphone 18.40% 19.55%
Cosmetics/
Skincare
17.95% 16.45%
Fashion
retailer
15.50% 17.80%
Category
Search Visits
(average)
Search Visits
(median)
Beverage 18.95% 17.80%
Alcohol 29.48% 18.90%
Snack 23.40% 15.25%
Healthcare/
Wellness
7.57% 5.70%
English study 28.60% 22.30%
Shampoo 14.28% 12.80%

5. PV/Time
Category
Daily PV
(average)
Daily Time
(average)
Bank 2.71 3:29
Internet
retailer
8.54 7:34
Automobile 2.27 10:25
IT/Smartphone 3.44 3:18
Cosmetics/
Skincare
2.64 2:12
Fashion
retailer
5.59 4:10
Category
Daily PV
(average)
Daily Time
(average)
Beverage 1.66 1:38
Alcohol 1.88 1:55
Snack 1.32 1:14
Healthcare/
Wellness
4.31 4:46
English study 2.53 2:22
Shampoo 2.02 1:28

6. Average bounce rate is higher than other counties in most of
categories
Search inflow is relatively lower in online platform provider like
internet retailer or some of health management company due to
higher direct visitors.