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

COPYRIGHT © 2014 · INCITEZ PTE. LTD.

A Publication of

China Search Engine Market Overview 2014

A STATISTICAL ANALYSIS OF CHINA SEARCH ENGINE MARKET


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


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.

253298

338384

420457.3

485513.1

537.6564

590.56617.5833.6%

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


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

175.08203

234.57

281.34

320.46

374.53 386.06407.4

428.61451.1

470.38489.66

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



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



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.



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



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

5Overall 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



171.91189.02

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.



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



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


CHAPTER THREE


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.

http://bit.ly/1kJma2p

http://bit.ly/1kJma2p

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

Marketing

search engine

mobile terminal

pc terminal

general penetration

5 yoy increase

360 search ranked

choice rate

growth rate