china search engine market overview 2015
TRANSCRIPT
COPYRIGHT © 2014 ·∙ INCITEZ PTE. LTD.
A Publication of
China Search Engine Market Overview 2015
A STATISTICAL ANALYSIS OF CHINA SEARCH ENGINE MARKET
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%
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600.00
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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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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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600.00
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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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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86.7%
8.8%
2.0%
1.6%
0.3%
0.2%
0.1%
0.3%
Baidu
360 Search
Sogou
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
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
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