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 learn the latest Chinese search engine usage and the search behaviour of Chinese internet users.
Contents
Fascinating Facts About Search Engines
Usage in China
Below are some facts about Chinese search engine 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 behaviour in the country.
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 Chinese Search Engines
| Search engine | Market share |
| Baidu | 65.74% |
| Qihoo 360 | 16.58% |
| Sogou | 9.27% |
| Soso | 3.94% |
| 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 the 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 a day | 17.5% |
| 1 to 4 times a day | 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% |
| Travelling 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 Chinese search engine, 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 one of the leading Chinese search engines.
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 engine 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 Chinese search engine. This restricted environment limits the choice and freedom of Chinese users, directing them towards government-approved platforms and content.
Strategies GO-Globe Follows for Effective Chinese Search Engine Optimization
At GO-Globe, we are aware that for you to succeed in the Chinese market, you first need to understand how search engines work. We have been in the business for over 20 years in SEO and other digital solutions, thus perfecting strategies to ensure businesses prosper in this competitive and unique landscape of China's online world.
Here's how we approach Chinese search engine optimization to make sure your business stands out.
Our Focus is Baidu: The Heart of Chinese Search Engine Optimization
Baidu is a search engine company that dominates the China market with a 59% market share. When we have clients who wish to expand their market reach into China, we start by using strategies that focus on China SEO especially concerning Baidu.
Unlike Google, the search algorithm of Baidu is different and we make sure the optimization of your content, keywords, and technical framework are fully optimized for the requirements of Baidu. This includes the use of simplified Chinese characters and proper local keywords along with the friendliness of website structures to Baidu crawlers.
Baidu is usually the very first traffic source for Chinese users. Therefore, getting it right with Baidu is very important. Local preferences and habits are also taken into consideration when developing China SEO strategies so that your content strikes the right chord with the local people while following Baidu's ranking factors.
We Work on Mobile Optimization: A Must for Chinese Search Engine Success
China is a mobile-first market, so optimizing your website for mobile search is an extremely important part of our China SEO strategy. We ensure your website loads quickly and is responsive on a smartphone, as a big portion of your searches are going to be done on mobile. What's more, the responsiveness and smooth user experience directly impact how you rank on Chinese search engine results pages.
We Believe That Local Content is Key for China SEO
Localized content is one of the key factors we use to optimize your web pages for Chinese search engine rankings. The interests and needs of users in China are quite different from those in any other region. Our content created for you is well relevant, engaging, and within the interests of the Chinese market.
We also pay attention to compliance with regional legislation and the corresponding preferences of the local audience. Whether it's language, images, or style, everything is adapted to satisfy the expectations of Chinese users. This promotes trust among local users and increases your rankings in the Chinese search engine.
Adapting to Local Search Trends
Online behaviour and trends in China can be quite diverse as compared to elsewhere in the world. At GO-Globe, we track trends constantly and adopt strategic moves to stay ahead of the curve. We establish how the Chinese search for their products, services, and information, then readjust your SEO strategy to incorporate these new issues into that. It involves using trending keywords, adjusting the content according to user behaviour, and ensuring the site stays relevant to what the Chinese user looks for.
We monitor those changes closely, ensuring that your site ranks well in Chinese search engine results pages and remains competitive in the fast-moving Chinese digital landscape.
