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

August 28, 2013

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 ActivityNumber of Users (in Millions)
Search Service454.0
Online Video Watching452.0
Online Community439.0
News and Information413.0
eCommerce404.4

 

The 2012-2016 Chinese Search Engines Revenue Forecast

YearRMB
201228.06 billion
201338.82 billion
201450.69 billion
201563.37 billion
201675.35 billion

 

Market Share Of Major Search Engines In China

Search engineMarket share
Baidu65.74%
Qihoo 36016.58%
Sogou9.27%
Soso3.94%
Google3.05%
Bing0.63%
Yahoo0.47%

 

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 aday17.5%
1 to 4 times aday22.9%
Several times in a week8.8%
Occasionally50.7%

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%