By June 2015, the number of Chinese netizen reached 667.69 million, with a penetration rate of 48.8% according to China Network Information Center (CNNIC).

1. COPYRIGHT
©
2014
·∙
INCITEZ
PTE.
LTD.
A Publication of
China Search Engine
Market Overview 2015
A STATISTICAL ANALYSIS OF CHINA SEARCH ENGINE MARKET

2. COPYRIGHT
©
2015
·∙
INCITEZ
PTE.
LTD.
485.00
513.10
537.60
564.00
590.56
617.58 632.00 648.75 667.69
36.2% 38.3%
39.9%
42.1%
44.1%
45.8% 46.9%
47.9%
48.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
0.00
100.00
200.00
300.00
400.00
500.00
600.00
700.00
800.00
900.00
1,000.00
2011.6 2011.12 2012.6 2012.12 2013.6 2013.12 2014.6 2014.12 2015.6
Total number of internet users (million)
Penetration of internet (%)
CHINA SEARCH ENGINE
MARKET OVERVIEW
Chinese Netizen Overview
By June 2015, the number of Chinese netizen reached 667.69
million, with a penetration rate of 48.8% according to China
Network Information Center (CNNIC).

3. COPYRIGHT
©
2015
·∙
INCITEZ
PTE.
LTD.
By June 2015, the number of Chinese search engine users
reached 536.15 million, among which mobile search users
exceeded 454 million.
Source: CNNIC, Dec, 2013
522.23 536.15
429.14
454.34
80.5% 80.3%
77.1% 76.5%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
140.0%
0.00
100.00
200.00
300.00
400.00
500.00
600.00
2014.12 2015.6
Total users (million)
Mobile search engine users (million)
% of total internet users
% of total mobile internet users

4. COPYRIGHT
©
2015
·∙
INCITEZ
PTE.
LTD.
92.1%
45.8%
38.6%
27.4%
3.5% 1.9% 1.3% 2.0%
90.3%
29.7%
21.9%
14.2%
3.1% 1.3% 1.1% 1.2%
Types of Search Engine Providers
in China in 2014
Overall penetration (%) Mobile penetration (%)
Baidu ranked the first with 92.1% penetration rate, Sogou/
Soso league second with 45.8% penetration rate, followed by
360 Search (haosou.com) with 38.6%. Google ranked fourth
in this CNNIC’s survey released in January 2015.
According to research company CNZZ, Qihoo 360’s
Haosou.com ranked second following Baidu by total search
volume with about 30% market share in 2014.

5. COPYRIGHT
©
2015
·∙
INCITEZ
PTE.
LTD.
86.7%
8.8%
2.0%
1.6%
0.3%
0.2%
0.1%
0.3%
Baidu
360 Search
Sogou
Google
Soso
Easou
Yicha
Other
Chiense Netizen Prioritized Search Engines
Baidu has the highest user loyalty because its early entry and
successful brand building. 360 Search entered the market
relatively late, but because Qihoo 360’s safety software,
browser and navigation, gained rather high brand
awareness and penetration rate in a short period. However,
360 Search’s user loyalty still needed to be strengthened.
On average, the number of search engines used in China
was 2.7.
Source: CNNIC, Dec, 2013

6. COPYRIGHT
©
2015
·∙
INCITEZ
PTE.
LTD.
Qihoo 360 Search Users Geo-distribution
Source:
iUserTracker/AC
Nielsen

7. COPYRIGHT
©
2015
·∙
INCITEZ
PTE.
LTD.
About 70% of search users used 2 and more search engines.
Those who only used one search engine accounted for
32.3%. And in PC terminal, the percentage was 32.7%, while
the percentage in mobile terminal was 66.7%.
[值] 32.7%
66.7%
24.4% 23.5%
17.0%
14.8% 15.6%
6.8%
11.5% 11.5%
4.6%
8.3% 8.5%
2.6%8.7% 8.2%
2.3%
Total (average 2.7) PC (average 2.6) Mobile (average 1.7)
The Number of Search Engines Used by
Chinese Netizen in 2013
1 2 3 4 5 6 and above
Source: CNNIC, Dec, 2013

8. COPYRIGHT
©
2015
·∙
INCITEZ
PTE.
LTD.
46.3%
43.3%
33.9%
29.9%
25.1%
17.9%
38.9% 41.4% 40.9% 39.8% 37.6%
34.7%
10.3% 11.8%
18.8%
21.2%
25.0% 25.3%
4.6% 3.4%
6.5%
9.1%
12.4%
22.1%
2.1 2.2
2.6
2.8
3.1
3.7
0
0.5
1
1.5
2
2.5
3
3.5
4
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Relationship of Chinese Netizen Education with
the Number of Search Engines Used in 2013
1 2-3 4-5 6 and above average
Cap$on
and
Photo
Credit:
Use
this
space
to
provide
credit
to
the
original
photo
or
graphic
creator
and
provide
context
on
its
meaning.
“
The number of search engine used was directly
proportional to the users’ education
background. The higher the education, the
higher the number of search engine.
Users with bachelor degree averagely used 3.1
search engines, and masters and above used
3.7 search engines.
--CNNIC
Source: CNNIC, Dec, 2013

9. COPYRIGHT
©
2015
·∙
INCITEZ
PTE.
LTD.
Get Your Free keywords proposal
Incitez China, part of Incitez, manages SEM campaigns for
some top brands in the world on the long-term basis.
Contact us to get a keywords proposal or SEM account
audit:
http://www.incitezchina.com/contact
From agency?
Incitez China works with agency partners around the world
o help their clients deliver results either on search or social
media in Chinese market. Contact us to find out more:
http://www.incitezchina.com/contact