1. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
A Publication of
China Search Engine
Market Overview 2014
A STATISTICAL ANALYSIS OF CHINA SEARCH ENGINE MARKET

2. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
TABLE OF CONTENTS
1. CHINA SEARCH ENGINE MARKET
OVERVIEW
2. CHINA SEARCH ENGINE MARKET IN PC
TERMINAL
3. CHINA SAERCH ENGINE MARKET IN
MOBILE TERMINAL

3. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
CHAPTER ONE
CHINA SEARCH ENGINE
MARKET OVERVIEW
Chinese Netizen Overview
By December 2013, the number of Chinese netizen reached
618 million, increasing 53.58 million in a year with a 9.5% YoY
increase. The growth rate will slow down in the coming years.
253
298
338
384
420
457.3
485
513.1
537.6
564
590.56
617.5833.6%
28.9% 24.3%
19.1%
15.5%
12.2%
10.8% 9.9% 9.9% 9.5%
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0
100
200
300
400
500
600
700
The Number of Chinese Netizen 2008-2013
the number of Chinese Netizen (Mn) YoY
Source: CNNIC, Dec, 2013

4. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
By December 2013, the number of Chinese search engine
users reached 490 million, increasing 38.56 million in a year
with a 8.5% YoY increase. The growth rate was smaller than
that of netizen, because most of the newly increased netizen
were from mobile terminal, and mobile netizen didn’t use
search engine as often as PC terminal netizen.
CHAPTER ONE
175.08
203
234.57
281.34
320.46
374.53 386.06
407.4
428.61
451.1
470.38
489.66
34.0%
38.6%
36.6%
33.1%
20.5%
8.8%
11.0% 10.7% 9.7%
8.5%
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0
100
200
300
400
500
600
The Number of China Search Engine Users
2008-2013
the number of China Search Engine Users (Mn) YoY
Source: CNNIC, Dec, 2013

5. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
97.6%
43.1%
38.8%
34.6%
23.7%
9.4%
7.0%
6.1%
5.6%
2.5%
2.3%
1.4%
0.4%
0.6%
Baidu
360 Search
Google
Sogou
Soso
Youdao
Yahoo
Easou
Sina iask
Yicha
Jike
Panguso
Roboo
Other
China Search Engines Penetration Rate
Baidu ranked the first with 97.6% penetration rate, 360 Search
ranked the second with 43.1%. Google (38.8%), Sogou
(34.6%), Soso (23.7%) ranked third to fifth respectively.
CHAPTER ONE
Source: CNNIC, Dec, 2013

6. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
97.1%
44.8%
40.2%
35.0%
23.1%
9.3%
7.0%
5.4%
4.1%
2.5%
1.3%
0.9%
0.4%
Baidu
360 Search
Google
Sogou
Soso
Youdao
Yahoo
Sina iask
Easou
Bing
Jike
Panguso
Other
China Search Engines PC Terminal Penetration
Rate
CHAPTER TWO
CHINA SEARCH ENGINE
MARKET IN PC TERMINAL
Search Engine Market in PC Terminal
Market penetration rate in PC terminal was in accordance
with general penetration, Baidu ranked the first, followed by
360 Search, Google, Sogou, Soso.
Baidu, Sogou and Soso’s penetration in PC terminal had little
difference with general penetration and balanced distribution
in PC and mobile terminals.
Source: CNNIC, Dec, 2013

7. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
Baidu reached 96.1% of search netizen for top two search
engines. 360 Search ranked the second with pretty high
second choice rate with 31.1%. Google search also ranked
high in second choice rate, with 18.3%.
There are four stages of search user conversion. First, from
don’t know about the search engine to know about it. By
advertising and other means, let the consumers know about
85.6%
10.1%
2.3%
1.6%
0.1%
0.3%
10.5%
21.0%
9.7%
18.3%
5.2%
2.7%
96.1%
31.1%
12.0%
19.9%
5.3%
3.0%
Baidu
360 Search
Sogou
Google
Soso
Other
Chinese Netizen Top Two PC Terminal Search
Engines
First Choice
Second
Choice
CHAPTER TWO
Source: CNNIC, Dec, 2013

8. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
Baidu ranked first in overall evaluation, 360 Search and
Sogou were very close, but Google’s Chinese search had
low overall user experience evaluation.
These factors had essential influence on user experience.
First, search speed, including the opening speed of search
engine website, search time. Second, search result
accuracy. Whether the search result could offer the
information wanted conveniently for the users. Many search
engines rearranged search results to save user time for
finding information. Last, the appearance of the search result
page.
0
1
2
3
4
5
Overall Evaluation
Search speed
Search result
accuracy
Search resault page
appearance
Chinese Netizen Search Engine User
Experience in PC Terminal in 2013
Baidu 360 Sogou Google
CHAPTER TWO
Source: CNNIC, Dec, 2013

9. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
171.91
189.02
220.81
259.07
291.38
324.31
365.03
28.4%
37.1%
32.0%
25.2% 25.3%
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0
50
100
150
200
250
300
350
400
2010.12 2011.06 2011.12 2012.06 2012.12 2013.06 2013.12
The Number of Chinese Mobile Search Users
2010-2013
the number of Chinese Mobile Search Users(Mn) YoY
CHAPTER THREE
SAERCH ENGINE MARKET IN
MOBILE TERMINAL
Search Engine User in Mobile Terminal
Overview
By December 2013, China search engine user in mobile
terminal reached 365 million, increasing 25.3% compared to
2012.
The growth of mobile search user was the main driving source
for the overall search user.
Source: CNNIC, Dec, 2013

10. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
Baidu had the highest penetration rate in mobile terminal,
with 95.2%. Google, 360 Search, Sogou and Soso’s
penetration rate ranged from 11% to 16%.
95.2%
15.5%
15.0%
13.7%
11.4%
5.2%
3.9%
3.4%
2.3%
2.2%
0.9%
0.5%
0.5%
0.4%
0.1%
Baidu
Google
360 Search
Sogou
Soso
Easou
Youdao
Yicha
Sina iask
Yahoo
Bing
Roboo
Jike
Panguso
Other
China Search Engines Mobile Terminal
Penetration Rate
CHAPTER THREE
Source: CNNIC, Dec, 2013

11. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
88.7% mobile search users chose Baidu as their prioritized
search engine, the percentage was 4.2% for 360 Search and
1.8% for Google.
88.7%
4.2%
1.8%
1.5%
1.5%
0.8%
0.4%
0.6%
Baidu
360 Search
Google
Soso
Sogou
Easou
Yicha
Other
Chiense Netizen Prioritized Mobile Terminal
Search Engines
Source: CNNIC, Dec, 2013
CHAPTER THREE

12. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
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