However, you may want to take it a step further: run a contest to encourage people to share your content in exchange for a tangible reward. Chinese tech and gaming company NetEase is offering rewards to teachers for Chinese Teachers’ Day. This approach builds interest among followers and encourages them to share, Chinese Search Habits (2024) Home Blog Chinese Search Marketing Chinese Search Habits (2024) Posted on September 10, 2024 Phoebe Yu has worked in the paid advertising industry for 9 years and has assisted in more than 100 online marketing projects of varying sizes, with deep insights into optimizing PPC and native advertising.
It’s 2024, and searches are no longer always conducted through search engines. Our founder Tait conducted an informal survey, asking Chinese fans: “Which tool do you use most often to search recently?” We found that only 24% answered Baidu. Many people use Chinese apps such as Xiaohongshu, Douyin, WeChat, as well as artificial intelligence tools and Western search engines to search. Here is the full data from 110 respondents.
Which tool do you use most often for searches lately? The question was asked on Bilibili, Xiaohongshu, Douyin, and WeChat, so the results should be biased towards those platforms. Still, even with the bias, there’s enough data to clearly show that some people now search using apps we wouldn’t think of as search engines. In order of most to least used: Baidu, the Google of China, still holds onto the number one spot.
However, it’s much lower than one might expect from what one might call the “Google of China,” with just 24% of the votes Short video pioneer Douyin is China’s TikTok. Yes, it’s mostly entertainment, but there’s a lot of useful content, too. Lifestyle app Xiaohongshu is great for improving skills, finding decorating and fashion tips, and comparing schools (to name a few). Western search engines: Google and Bing may be blocked in China, but people can still access them with VPNs.
AI is a big player in search, with many Chinese using ChatGPT and other tools. Bilibili is China’s closest equivalent to YouTube (the world’s second most popular search platform after Google). Browsers themselves are also often considered search engines. Some browsers, like Quark, are designed specifically for search. Other browsers, like Safari and UC, are not search engines but still include search services. China’s super app WeChat has a large “walled garden” of long-form articles, while Sogou offers excellent search capabilities.
We think its 4% share is underestimated. Finally, for e-commerce related searches, users often go directly to e-commerce platforms. Who would go to Baidu to order socks? It’s much easier to search on JD.com or Pinduoduo, where people can quickly compare options, buy, and receive their socks by the afternoon. Only two people in the survey mentioned these. Question and answer platform Zhihu also received one vote.
It is worth noting that in this informal survey, no one mentioned searching using the third, fourth and fifth search engines in the Chinese search engine market - Haosou, Sogou and Shenma. In the figure below, you can malta whatsapp resource see data from Statcounter, showing that Baidu is dominant, while Bing is growing rapidly. While we agree that Haosou, Sogou and Shenma search engines are much smaller than Baidu, there are two problems: Bing's rapid growth is inconsistent with our experience When considering where users search, it is limited to only consider search engines.
China's search engine market share from August 2023 to August 2024 Let's first look at some data about Chinese netizens. In the 53rd "Statistical Report on the Development of China's Internet", there is a very interesting data: as of December 2023, the scale of netizens in my country reached 10.9.2 billion, of which 1.091 billion are mobile Internet users, accounting for 99.9%. Share of Internet users using different devices: Desktop – 33.
9% Laptop – 30.3% TV – 22.5% Tablet – 26.6% In summary, these are the key trends you need to know: About 20% of people in China are not online. Everyone who is online uses a mobile device. People use multiple types of devices. They search on the search engine Baidu as well as other social platforms, videos, e-commerce, and AI tools. Let’s take a closer look at the top three channels.