In today’s digital age, search engines are the gateways to information, communication, and commerce. For brands seeking to penetrate the vast and dynamic Chinese market, mastering the Chinese search engine landscape isn’t just an advantage—it’s a necessity. In this blog, we’ll explore the unique intricacies of the Chinese search engine ecosystem, providing strategic insights and actionable tips for brands eager to establish a strong presence in this highly competitive arena.
Chinese Search Engines User Demographics:
China’s internet landscape is witnessing exponential growth, with the number of internet users reaching an impressive 1.92 billion by December 2023. Among them, 827 million are active search engine users, representing 75.7% of the online population. Notably, the proportion of high-income users (with a monthly income exceeding £1,075) on PCs is significant, accounting for 42.3%, which surpasses the percentage on mobile platforms.
Chinese Search Engine Key Player:
The Chinese search engine market is characterised by a clear hierarchy. Baidu dominates the PC (desktop and tablet combined) search engine space, with 360 and Sogou Search trailing as the second and third most popular options. However, the mobile search landscape paints a different picture. Baidu’s penetration rate of 88.4% firmly establishes it as the leading force in mobile search. Other platforms, such as Shenma, 360, and Quark, with industry penetration rates exceeding 10%, form the second tier of mobile search engines.
User Preference in China:
Chinese users generally value the ‘comprehensive content’ and ‘rich resources’ offered by major search engines. Baidu is widely accepted because of its high visibility and dominant market share, while 360 Search is recognised for its strong security features. For mobile users, the search experience, loading speed, and content comprehensiveness are top priorities. Shenma Search and Quark excel in these areas, leading the way in user satisfaction. 360 Search also stands out for its high ratings in loading speed and content comprehensiveness.
Technological Advancements in China:
The advent of artificial intelligence and voice recognition technologies has significantly diversified users’ search methods. The evolution from text-based searches to image-based and voice searches reflects the increasingly dynamic nature of user interaction with search engines.
User Behaviour in China:
Chinese users exhibit frequent search engine usage, with over half of them searching 1 to 5 times daily, predominantly on PCs. Search purposes vary, ranging from browsing short videos to reading news or listening to music. PC users tend to search for websites and multimedia content, while mobile users prefer short videos and news.
Usage Scenarios in China:
PC users’ search behaviour is more focused, often occurring in the office, home, learning, training, and gaming environments. Mobile users engage in a broader range of scenarios, catering to on-the-go search needs in various settings such as home, transportation, shopping, and travel.
Advertising on Chinese Search Engine
The Chinese search engine landscape offers a rich opportunity for brands to engage with a vast and diverse consumer base through strategic advertising.
Current trends indicate that a significant majority—65%—of advertisers have embraced a dual-platform strategy, targeting both PC and mobile users. Looking ahead, there is a notable shift in focus towards mobile advertising, with 71.4% of advertisers prioritising mobile platforms in their future campaigns. However, the PC platform still holds substantial value, with 40% of advertisers indicating a renewed interest in its potential, reflecting a balanced yet evolving approach to digital advertising in China.
The Chinese search engine landscape is rapidly evolving and brimming with potential. To capitalise on these opportunities, we recommend assessing your current strategies to ensure they are aligned with the latest market trends. Stay ahead of the curve by adapting to these changes and ensuring your brand maintains a strong presence in this competitive market. For more in-depth insights and strategies, be sure to explore our blog, where we delve into the intricacies of Chinese search engines and digital marketing.
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