2005년 중국의 온라인 검색시장 서베이 보고서

CHINA ONLINE SEARCH MARKET SURVEY REPORT 2005

General Information

– 86% of Beijing’s Internet users have used online search

– On any given day, 38% of those online use search engines

– On days they go online :
– 39% use search frequently each day
– 55% use search at least once a day
– Over 80% use search at least once a week

– 55% of online searchers are males

– 40% are students

– Among those student users :
     : Nearly half are secondary school students 49.5% 
     : Almost one third are 4-year university students (studying towards
     : Bachelor’s degree) 31.5% 

– Among non-student users :
     : 62% aged between 25-40
     : 53% hold Bachelor’s degree or above
     : 43% earn more than 3000 yuan (RMB) of monthly income

Type of Employers :
     : Students and Teachers 44%
     : Businesses 33%
     : Government agencies and organizations 9%
     : Self-employed 5%

Among users whose type of employers is businesses :
     : 34% from State-owned enterprises
     : 47% from private sector businesses
     : 19% from foreign-invested enterprises

 

Market Dynamics

? Numbers of Search Engines used:

– 34% of users use only one brand search engine
– 41% use two brand search engines
– 25% use three or more brand search engines

A search engine’s market share is determined by the number of users who use that particular search engine as their only or primary one, divided by the number of total Users “Baidu users” refers to those who use Baidu as their only or primary search engine, and so on.

What users search for, using their primary search engine:

Typical combination of search engines for experienced searchers :

Baidu/Google (Users choose Baidu and Google as their primary and secondary search engines respectively)

Google/Baidu

Baidu/Google and Google/Baidu users account for 55% of those who use two or more search engines for their search purposes;

 

Main purposes for using secondary search engine: Baidu vs. Google

Demographic Distinctions Between Different Search Engine

Users Gender

 

Market segement by age

Market shares in segments defined by age

Summary of survey findings

Baidu is on the high growth track, currently holding the largest market share in Beijing, Shanghai and Guangzhou.

MP3 search is the primary boosting factor for Baidu’s high growth.

Baidu’s major user group is students, which account for nearly 50% of Baidu users in Beijing; middle school students, which are frequent MP3 searchers, account for more than 50% of Baidu’s student users in Beijing.

Middle school students play a big role in Baidu’s market share enhancement in all the 3 cities surveyed.

Summary of survey findings

Google has maintained a strong user base in the 3 major cities surveyed, particularly in Shanghai, as Google users tend to be nonstudents, aged above 25, with higher education background, and higher monthly income.

Google’s loss in market share to Baidu can be attributed to Baidu’s popularity in the “generation of cool”.

Sina and Sohu lost ground to Baidu in Beijing. But with emphasized market campaign for its new search engine, Sohu has started to show upward trends.

“Google” Spelling Test

About 60% of total interviewees accepted spelling test. 
23% mis-spelled Google.
Number of interviewees who spelled it right is 3% short of number of

primary Google users.

Source : China Internet Network Information Center