Paid Search Perception in China

CNNIC recently performed a research regarding paid search (PPC advertising). Here are some of the interesting findings:

  • 16.8% don’t know what paid search is about and have never heard of it
  • 11.3% know what paid search is about
  • 9% pays great attention to the ranking of paid search ads
  • 9% think paid search is high risk to privacy leak
  • 9% believe the pay per click business model is sustainable
  • 5.1% are able to distinguish between paid search ads and natural search results

Other concerning findings regarding the use of search engines include:

  • 32% have searched on their own real names on a search engine
  • 29% have used a search engine to find their own personal information

The research report is based on the survey conducted to 4500 people in metropolitan areas of Beijing, Shanghai and Shenzhen.

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