About 454 million internet users per month search the internet in China, followed by 452 million users who watch online videos. Take a look at our infographic "Search engine usage in china – Statistics and Trends" to know the latest search engine usage and the search behavior of Chinese internet users.
Top Online Activities In China
Online Activity | Number of Users (in Millions) |
Search Service | 454.0 |
Online Video Watching | 452.0 |
Online Community | 439.0 |
News and Information | 413.0 |
eCommerce | 404.4 |
The 2012-2016 Chinese Search Engines Revenue Forecast
Year | RMB |
2012 | 28.06 billion |
2013 | 38.82 billion |
2014 | 50.69 billion |
2015 | 63.37 billion |
2016 | 75.35 billion |
Market Share Of Major Search Engines In China
Search engine | Market share |
Baidu | 65.74% |
Qihoo 360 | 16.58% |
Sogou | 9.27% |
Soso | 3.94% |
3.05% | |
Bing | 0.63% |
Yahoo | 0.47% |
Revenue Structure Of Major Search Engines In China
Revenue Source | %age |
Keyword Advertising | 76.5% |
Display Ads From Ad Networks | 14.6% |
Navigation Advertising | 5.3% |
Other Advertising | 3.4% |
Non-Advertising | 0.1% |
Mobile search traffic is gaining momentum in China. In 2012, mobile search traffic maintained a growth rate of 94% with a corresponding decline of 20% in PC search volume.
In 2012, Baidu was most popular mobile search engine, used by 96.9% of Chinese internet users.
Search Volume By Device
Percentage Of Users | |
Desktop | 85.2% |
Mobile | 56.2% |
Average Search Frequency Of Chinese Internet Users
More than 5 times aday | 17.5% |
1 to 4 times aday | 22.9% |
Several times in a week | 8.8% |
Occasionally | 50.7% |
Chinese Search Engine User Demographics By Age And Gender
Gender
Desktop | Mobile | |
Male | 69.3% | 30.7% |
Female | 69.0% | 31.0% |
Age
Desktop | Mobile | |
10-19 years old | 13.3% | 18.1% |
20-29 years old | 53.9% | 58.7% |
30-39 years old | 21.6% | 16.7% |
40-49 years old | 8.4% | 5.6% |
50-59 years old | 1.8% | 0.6% |
Older than 60 years | 0.9% | 0.3% |
Top Categories That Make The Most Searches
Desktop | Mobile | |
Students | 18.5% | 24.2% |
Business / Company personnel | 17.5% | 16.8% |
Self-employed | 16.6% | 14.4% |
Professionals & Technicians | 15.0% | 13.5% |
Unemployed | 7.8% | 6.3% |
Government agencies | 5.8% | 6.2% |
Information Most Searched For By Chinese Search Engine Users
Purpose | Desktop | Mobile |
Information related to work or studies | 75.9% | 61.5% |
Information related to their interests | 67.1% | 67.2% |
Latest news | 54.9% | 51.2% |
Software downloads | 63.6% | 48.0% |
Information related to lifestyles (food, clothing and so on) | 57.5% | 45.5% |
Online shopping | 44.6% | 22.9% |
Offline shopping | 43.2% | 25.8% |
Traveling abroad | 42.5% | 32.2% |
Search for people and friends | 32.1% | 31.3% |