Search-Engines in China: Google vs. Baidu

Even as global search giant Google expands its businesses such as computer operating systems, Baidu the locally grown search company still dominates China’s online search market.   China Polling’s most recent Omnibus survey on search engine usage find that, of the 370 panelists, 68.9% preferred to use Baidu and only 24.9% for Google.

Early adoption seems to play the most important role for Baidu users as they continue to stay with the local Chinese favorite.  When asked for reasons why they use Baidu, “Becoming a habit” is mentioned the most followed by functionality and search results.

Furthermore, “More advanced Chinese search” was selected the most which highlights Baidu’s core brand equity as a predominantly Chinese language search engine.


Powered by China Polling Real Time Stats, July 2009


Powered by China Polling Real Time Stats, July 2009

In contrast, Google users prefer the global search leader because of the “Rich information” that it offers and “More accurate results” which are both the company’s core strength.  Google Map is also a very popular tool that is seen as an advantage over Baidu.   Google’s international brand image is also where consumers think the search giant has over its competitor.


Powered by China Polling Real Time Stats, July 2009


Powered by China Polling Real Time Stats, July 2009

When compared the demographic profiles of the two groups, we can see that Google users tend to be more mature (age 30+) with average monthly income RMB5,620 and majority with university education background, whereas the Baidu users are younger in the age 20 to 35 range, college or above education background and with lower average monthly income around RMB4,900.  Behavioral differences also shown in the type of information they mostly search online. Both user groups searched for work or school materials and when they want to learn new things and knowledge. However, Google users more often searched for product information when they plan to buy something, Baidu users searched for music to download more often.


Powered by China Polling Real Time Stats, July 2009


Powered by China Polling Real Time Stats, July 2009


Powered by China Polling Real Time Stats, July 2009


Powered by China Polling Real Time Stats, July 2009

Number of Samples: 370
Data Capture Period: 2009.6.30 – 2009.7.8
China Polling conducts Omnibus Surveys on an ongoing basis to provide continuous tracking of consumer trends in China.  This innovative approach to tracking consumer behavior will allow companies looking to enter the China market to get the most up to date information about what’s hot and what’s not here in China.

Source: China Polling (July 2009)

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posted on July 23, 2009
in External Source, Search Marketing
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