Search Engine Usage in China – Statistics and Trends [Infographic]

About 454 million internet users per month search the internet in China, followed by 452 million users who watch online videos. Take a look at our infographic “Search engine usage in china – Statistics and Trends” to know the latest search engine usage and the search behavior of Chinese internet users.

Search Engine Usage in China – Statistics and Trends

Infographic by- GO-Globe

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Top Online Activities In China

 Online Activity Number of Users (in Millions)
Search Service 454.0
Online Video Watching 452.0
Online Community 439.0
News and Information 413.0
eCommerce 404.4

 

The 2012-2016 Chinese Search Engines Revenue Forecast

Year RMB
2012 28.06 billion
2013 38.82 billion
2014 50.69 billion
2015 63.37 billion
2016 75.35 billion

 

Market Share Of Major Search Engines In China

Search engine Market share
Baidu 65.74%
Qihoo 360 16.58%
Sogou 9.27%
Soso 3.94%
Google 3.05%
Bing 0.63%
Yahoo 0.47%

 

Revenue Structure Of Major Search Engines In China

Revenue Source

%age

Keyword Advertising

76.5%

Display Ads From Ad Networks

14.6%

Navigation Advertising

5.3%

Other Advertising

3.4%

Non-Advertising

0.1%

Mobile search traffic is gaining momentum in China. In 2012, mobile search traffic maintained a growth rate of 94% with a corresponding decline of 20% in PC search volume.

In 2012, Baidu was most popular mobile search engine, used by 96.9% of Chinese internet users.

Search Volume By Device

Percentage

Of Users

Desktop

85.2%

Mobile

56.2%

Average Search Frequency Of Chinese Internet Users

More than 5 times aday 17.5%
1 to 4 times aday 22.9%
Several times in a week 8.8%
Occasionally 50.7%

Chinese Search Engine User Demographics By Age And Gender

Gender

Desktop

Mobile

Male

69.3%

30.7%

Female

69.0%

31.0%

Age

Desktop

Mobile

10-19 years old

13.3%

18.1%

20-29 years old

53.9%

58.7%

30-39 years old

21.6%

16.7%

40-49 years old

8.4%

5.6%

50-59 years old

1.8%

0.6%

Older than 60 years

0.9%

0.3%

Top Categories That Make The Most Searches

Desktop

Mobile

Students

18.5%

24.2%

Business / Company personnel

17.5%

16.8%

Self-employed

16.6%

14.4%

Professionals & Technicians

15.0%

13.5%

Unemployed

7.8%

6.3%

Government agencies

5.8%

6.2%

 Information Most Searched For By Chinese Search Engine Users

 

 Purpose

Desktop

Mobile

Information related to work or studies

75.9%

61.5%

Information related to their interests

67.1%

67.2%

Latest news

54.9%

51.2%

Software downloads

63.6%

48.0%

Information related to lifestyles (food, clothing and so on)

57.5%

45.5%

Online shopping

44.6%

22.9%

Offline shopping

43.2%

25.8%

Traveling abroad

42.5%

32.2%

Search for people and friends

32.1%

31.3%

 

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