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% |
