Baidu Search Engine Ranked Third in Asia Pacific

When setting up China’s PPC strategies or other Asia-Pacific countries’ PPC strategies, search market share of each search engine should be one of the factors to consider. According a recent research report by comScore.com, below are the top 10 search engines in the Asia-Pacific region in April 2008:

  • Google Sites: 39.1%
  • Yahoo Sites: 24.0%
  • Baidu.com: 16.7%
  • NHN Corporation (owns Naver.com): 5.3%
  • Alibaba.com Corporation: 2.2%
  • Microsoft Sites: 1.8%
  • Lycos Sites: 1.7%
  • Tencent: 1.4%
  • Friendster.com: 1.2%
  • Sohu.com: 0.8%

Four out of 10 search engines above are local Chinese search engines: Baidu.com, Alibaba.com, Tencent, and Sohu.com. However in reality, besides Baidu the other 3 host Internet search functionality and are not strictly search engines.

Baidu.com and Alibaba – 2 Chinese search engines ranked in the top 10 in terms of the world’s search market share in December 2007. To get exposure from Chinese search engines, setting up SEM strategies that include Baidu PPC is essential.

Another research report from comScore.com shows that in April 2008 China’s Internet users topped the total number of unique searchers in the Asia-Pacific region. China’s search engine users also performed a total of 6.23 billion searches in the same month.

  • China: 82.8 million
  • Japan: 60.1 million
  • India: 21.8 million
  • Korea: 20.7 million
  • Taiwan: 9.88 million
  • Australia: 8.71 million
  • Malaysia: 7.08 million
  • Hong Kong: 2.91 million
  • Singapore: 1.69 million
  • New Zealand: 1.64 million

China’s Internet population rose to 210 million by the end of 2007 from the previous year’s 137 million, which is a 16% increase, according to a survey conducted by China Internet Network Information Center (CINIC). Among all the users, 72.4% had used search engines.

Among the entire Chinese Internet population, users aged from 18 to 24 made up 31.8% of the total, users aged from 25 to 30 accounted for 18.1%, and those aged from 31 to 35 accounted for 12%. Students made up 28.8% of China’s total Internet users.

Chinese Internet users who earn at least 5,000 yuan per month accounted for 5.2% of the total, and those earn between 1,000 and 2,000 yuan made up 28.7% of the total.

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