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More Search Users in China Migrate to Mobile

Growing popularity of mobile searches while commuting and working contribute to growth

September 7, 2016 | Mobile

China’s audience of mobile search users continues to grow at a rapid pace. In just a year since eMarketer’s last look at Chinese mobile search behavior, the China Internet Network Information Center (CNNIC) reports the country has added nearly 50 million new mobile search users, bringing the total audience to more than 477 million individuals. What kinds of habits are helping drive its popularity?

Mobile Search Engine Users and Penetration in China, 2010-2015 (millions, % change and % of mobile internet users)

When it comes to the types of queries made by China’s mobile search users, general-interest search engines like Baidu remain the most popular, although queries related to ecommerce and video sites were also increasingly popular uses. According to CNNIC’s research, more than 90% of mobile search engine users used a general mobile search site like Baidu, while more than 83% used mobile search for ecommerce, and another 78% conducted searches on video sites.

Among the situations and locations where mobile search engine users in China were most likely to use a mobile search, downloading entertainment (70.7%), during work and studies (68.6%), commuting (67%) and shopping (65.7%) topped the list of responses in CNNIC’s study.

Locations/Situations in Which Mobile Search Engine Users in China Use Mobile Search, Dec 2015 (% of respondents)

As more users in China conduct their searches via mobile means, it also appears that the vast majority of consumers rely on mobile search apps. Back in June 2015, iiMedia Research estimated that there were nearly 550 million mobile search app users in China.

Test Your Cross-Platform Attribution Know-How

More than eight in 10 US senior-level agency and marketing professionals polled said they were interested in learning more about multichannel attribution in 2016.


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