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

Created: Aug 28, 2013

Updated: Sep 24, 2024

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.

Fascinating Facts About Search Engines Usage in China

Below are some facts about search engines usage in China that are surely going to fascinate you: 

  • By having 59% of the market share, Baidu is currently standing as one of the most popular search engines in China. Not only that, it is the first choice of millions of Chinese residents which has made it an inspirational medium of online activities. 
  • Bing and Sogou also have significant market shares in China. While they don’t match Baidu’s reach, they are still widely used and cater to different segments of the population.
  • Due to being banned in China, Google has a smaller market share. However, it continues to process a considerable number of searches, especially for global or localized content.
  • Shenma, co-founded by Alibaba and UCWeb, is gaining popularity as a mobile-first search engine. Its focus on mobile searches has made it increasingly relevant in the Chinese market.
  • China’s search engine market generates around $26 billion in revenue, with the majority coming from advertising. This highlights the commercial importance of search engines in the region.
  • The number of mobile devices has increased, and so also the searches through smartphones. On the other hand, voice search and search related to healthcare and e-commerce are also skyrocketing in China. 
  • Due to internet censorship in China, many netizens use VPNs to access restricted content. This practice reflects the challenges and adaptations in online behavior in the country.

search engines usage

 

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%

5 Most Popular Search Engine in China – Overview and Statistics

1. Baidu

Baidu is the most-used search engine in China, having more than 59% market share. It acts as a gateway to millions of users via desktop and mobile. Baidu stands apart not only in search but also in providing a host of other services, which include:

  • Baidu receives approximately 6 billion clicks daily, showing its immense popularity.
  • Beyond search, Baidu offers services like bike-sharing and self-driving car projects.
  • Its big user base has made it one of the very important platforms for businesses targeting Chinese consumers.

2. Sogou

Sogou is the second most popular search engine in China with a market share of about 9.26%. This search engine is supported by Tencent, one of China's biggest internet firms.

It has made its strong online personality by providing: 

  • Sogou’s innovative feature like Input Method, a popular Chinese-language input software, is a key feature that attracts users.
  • Sogou performs well across all devices, making it a versatile choice for users.

3. Bing

Bing is a huge player holding 17% of the Chinese search engine market. It doesn't match the dominance of Baidu but it has a very decent reputation among those wanting to have more options other than locals.

  • In the list of most popular search engines, there is a name of Bing as well. 
  • Although its market share in China is limited, its global recognition gives Bing the upper hand over its competitors.

4. Google

Due to government restrictions, Google has a minor presence in China, having a mere market share of 2.04%. However, it remains a preferred option for users looking for global content.

  • Google holds a small, yet steady, share of the Chinese market.
  •  Approximately 46% of searches through Google in China are on local content.

5. Shenma

Shenma is another mobile-first search engine which holds a 3.8% market share in China. It has focused on the sector of mobile search and was co-founded by Alibaba and UCWeb.-

  • Shenma prioritizes mobile searches, making it popular among users who prefer accessing the internet on their phones.
  • Market Presence: Though the market share weakened over time, Shenma still remained as one of the leading search engines in China.

Impact of Government Policies on the Search Engines Usage in China

App Restrictions and VPN Crackdowns

China’s government has implemented several policies that have significantly influenced search engines usage in China. One key policy involves the blocking of various mobile apps, including Signal and Clubhouse. 

The apps which were launched and meant to provide secure communication have been restricted. This has limited the Chinese users to interact with other people who are living abroad. Meanwhile, the government has tightened a crackdown on unapproved virtual private networks, or VPNs, which offer ways around such a firewall by prosecuting access providers. This makes it tougher for users to overpass censorship and access global content.

Internet Speed Controls and Censorship

Another significant impact comes from the government's control over internet speeds. Despite official reports suggesting high broadband availability, independent tests have shown that China’s internet speeds rank below global averages. 

The government’s extensive censorship slows down the loading of content from foreign websites, pushing users to rely more on local search engines, with Baidu remaining the most popular search engine in China. This restricted environment limits the choice and freedom of Chinese users, directing them towards government-approved platforms and content.

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