China Search Engine Market Report 2009

CNNIC has released its latest search engine report showing that by the end of June 2009, the number of Chinese search engine users has reached 235 million with an increase of 59.49 million people, annual growth rate of 34%. The number will likely reach 260 million by the end of year 2009. Here is a summary of some interesting findings in China search engine market:

  1. Main purpose of search engine uses: entertainment (especially music, over 39.5%)
  2. Urban search engine users: 180 million
  3. Rural search engine users: 55 million.
  4. Mobile Internet users: 155 million
  5. Mobile Search users: 40.74 million
  6. Male search engine users v.s. female: 52.4 v.s. 47.6
  7. Student search engine users: 37.1% (over 87 million)
  8. Over 81.7% of students use search engines
  9. 88.8% users search with more than one search engine
  10. Among those who use only one search engine: 73.2% choose Baidu, 11% choose Google
  11. 42.9% users’ monthly income are below 1,000 yuan; 27.3% between 1001 and 2000 yuan; 29.8% over 2000 yuan.

Search Engine Penetration Rate

  1. Baidu: 92.9%
  2. Google: 32.7%
  3. Sogou: 26.9%
  4. Yahoo: 22.0%
  5. SoSo: 13.0%
  6. Bing: 6.3%
  7. Yodao: 5.1%

“First Choice” Market Share

  1. Baidu: 77.2%
  2. Google: 12.7%
  3. SoSo: 3.1%
  4. Sogou: 2.4% with 41.2% increase, the highest among all search engines
  5. Yahoo: 1.6%

High-End Search Engine Users

CNNIC defines high-end users as those above 25 years old with college education and and income of over 3,000 yuan. 8.5% of all search engine users are high-end search engine users.

69.8% of high-end users take Baidu as first choice having increased 10% over the last year. However, only 22% choose Google as first choice.

Source: China Internet Watch (September 24, 2009)

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posted on September 24, 2009
in Search Marketing
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