中国搜索引擎行业市场前景及投资研究报告-培训课件外文版2024.5百度谷歌必应

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TRENDSSearchenginesinChinaCHAPTER

01MarketoverviewNumberofinternetusersworldwidefrom2009to2022,byregion(inmillions)Numberofworldwideinternetusers2009-2022,byregionAsiaEurope425.8Africa86.2Latin

America

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Caribbean186.9Dec2009Jun2010Dec2011Jun2012Dec2013Jun2015Jun2016Jun2017Jun2018Jun2019Jun2020Dec2021Jun2022764.4825.1475.1110.9204.71016.8500.72518.51566.26604.12614.98659.63704.83727.56727.85743.6139.88167.34240.15313.26339.28388.38455.84522.81566.14601.32652.86235.821076.681265.141563.211792.161938.082062.142300.472525.032790.152934.18254.92302.01333.12384.75404.27438.25453.7467.82533.17750.04543.393/statistics/265147/number-of-worldwide-internet-users-by-regionAsofJune2022,Asiawasleadingbythenumberofinternetusersworldwidewithnearly2.9billioninternetusers.Europerankedsecond,withmorethan750millioninternetusers.Meanwhile,thenumberofinternetusersworldwidewas5.47billion.ReadmoreNote(s):Worldwide;2009to2013and2015to2022Source(s):InternetWorldStatsNumberofinternetusersinChinafrom2013toJune2023(inmillions)NumberofinternetusersinChina2013-20231,2001,0791,0671,031.95988.991,0008006004002000854.49828.51771.98731.25688.26648.75617.58201320142015201620172018Jun.2019202020212022Jun.20234Description:China'sinternetpopulationgrewby11millioninJune2023comparedtoDecember2022.Overonebillionpeoplehadaccesstointernetinthecountry,resultingafast-growingmobileappmarket.

ReadmoreNote(s):China;2013to2023Source(s):CNNICNumberofsearchengineusersinChinafrom2012toJune2023(inmillions)NumberofsearchengineusersinChina2012-H12023900800700841.29828.84801.66769.77694.7681.32639.56602.386005004003002001000566.23522.23489.66451.12012201320142015201620172018Jun.2019202020212022Jun.20235Description:ThisstatisticshowsthenumberofsearchengineusersinChinafrom2012toJune2023.AsofJune2023,around841.3millionpeopleinChinausedsearchengines,representingasteadygrowthoverthepastfewyears.

ReadmoreNote(s):China;2012toH12023Source(s):CNNICPenetrationrateofsearchengineusersinChinafrom2012toJune2023PenetrationrateofsearchengineusersinChina2012-H1202382.3%82.4%82.8%82.2%81.3%80.5%80.3%80%79.3%77.8%78.2%78%80%70%60%50%40%30%20%10%0%75.1%2012201320142015201620172018Jun.201920202021Jun.20222022Jun.20236Description:ThegraphshowssearchenginepenetrationrateinChinafrom2012tothefirsthalfof2023.AsofJune2023,around78percentofinternetusersinChinausedsearchengines.Thesearchenginepenetrationrateisthepercentageofinternetusersusingsearchengines.ReadmoreNote(s):China;2012toH12023Source(s):CNNICMarketsizeofthesearchengineindustryinChinafrom2015to2021withestimatesuntil2025(inbillionyuan)SearchenginesmarketsizeinChina2015-2025180160140120168157145134124120.46108.7198.6910080604020090.3780.6370.7520152016201720182019202020212022*2023*2024*2025*7/statistics/1263571/china-search-engines-market-sizeInacountrywithoveronebillioninternetusers,China'ssearchengineindustrywasestimatedtoreach145billionyuanin2023.BaiduhasbeenthelargestonlinesearchproviderinthecountrywhileGooglehasbeenofficiallybannedsince2010.

ReadmoreNote(s):China;2015to2021Source(s):HFrequencyofusingsearchenginesamongusersinChinainMay2023FrequencyofusingsearchenginesinChina2023Shareofrespondents0%10%20%30%40%50%60%Lessthanonceaday1to5timesaday10.3%56.6%6to10timesaday22.4%11to20timesadayMorethan20timesaday6.2%4.6%8Description:AccordingtoasurveyinChinainMay2023,almost57percentofrespondentsclaimedthattheyusedsearchenginesonetofivetimesaday.Lessthanfivepercentofrespondentsuseditmorethan20timesaday.

ReadmoreNote(s):China;May2023;808respondentsSource(s):36Kr;CTRMarketResearchCHAPTER

02LeadingsearchenginesMarketshareofleadingdesktopsearchenginesworldwidefromJanuary2015toJuly2023Globalmarketshareofleadingdesktopsearchengines2015-2023GooglebingYahoo!BaiduYANDEXDuckDuckGo100%90%80%70%60%50%40%30%20%10%0%10Description:AsofJuly2023,onlinesearchengineBingaccountedfor9.19percentoftheglobaldesktopsearchmarket,whilemarketleaderGooglehadashareofaround83.49percent.Meanwhile,Yahoo'smarketsharewas2.72percent.

ReadmoreNote(s):Worldwide;January2015toJuly2023;desktoponly;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterMarketshareofleadingsearchenginesinChinafromJanuary2019toSeptember2023LeadingsearchenginesinChina2019-2023,bymarketshareBaiduBingSogouShenmaHaosouGoogleYandex100%90%80%70%60%50%40%30%20%10%0%-10%11/statistics/253340/market-share-of-search-engines-in-chinaviewsMuchlikethealternativestomainstreamsocialmediaplatforms,ChinahaspioneeredtheproductionofsearchenginesthatprovideanalternativetoGoogleandBing.SomeofthemostprominentChinesesearchenginesareBaiduandSogou.

ReadmoreNote(s):China;January2019toSeptember2023;includesalldevices;dataisbasedonStatCountertrackingenvironment;widerindustrymetricsmayvaryandregionaldatashouldbeapproachedwithcautionSource(s):StatCounterMarketshareofmobilesearchenginesinChinaasofSeptember2023,basedonpageviewMarketshareofmobilesearchenginesinChina2023,bypageviewMarketshare40%0%10%20%30%50%60%70%80%80.57%90%BaiduSogouShenmaBing4.9%4.35%3.66%HaosouOther2.49%4.02%12Description:AsofSeptember2023,BaidudominatedChina'smobilesearchenginemarket,withamarketshareofnearly81percent.Eachoftheremainingcompanieshadamarketshareofunderfivepercent.

ReadmoreNote(s):China;September2023Source(s):StatCounterMarketshareofleadingdesktopsearchenginesinChinaasofSeptember2023,basedonpageviewMarketshareofmajordesktopsearchenginesinChina2023,bypageviewMarketshare20%0%5%10%15%25%30%35%40%BingBaidu36.86%36.69%HaosouSogouGoogleOther12.16%8.07%4.41%1.8%13Description:Withanestimated89percentmarketshareasofSeptember2023,Bing,Baidu,andHaosouwereamongthetopdesktopsearchenginesinChina.Incontrast,GoogleonlyaccountedforlessthanfivepercentofthepageviewsafterbeingblockedbytheChinesegovernment.ReadmoreNote(s):China;September2023Source(s):StatCounterMarketshareofleadingtabletsearchenginesinChinaasofSeptember2023,basedonpageviewMarketshareofmajortabletsearchenginesinChina2023,bypageviewMarketshare40%0%10%20%30%50%60%70%80%75.64%BaiduBing14.5%SogouGoogleYANDEXOther3.36%2.56%1.58%2.37%14Description:AsofSeptember2023,Baiducontrolledapproximately76percentoftheChinesetabletsearchenginemarket.Meanwhile,themarketshareheldbyallothercompanieswascomparativelylow.

ReadmoreNote(s):China;September2023Source(s):StatCounterAnnualrevenueofBaidufrom2012to2022(inbillionU.S.dollars)Baidu'sannualrevenue2012-20222519.54201510517.9316.4115.4314.8813.0310.2510.167.915.253.5802012201320142015201620172018201920202021202215Description:ThemultinationaltechnologicalcorporationBaiduIncreportedanannualrevenueofover17.9billionU.S.dollarsin2022.HeadquarteredinBeijing,thecompanyhadrapidlygrownintooneoftheChineseprominentdevelopersofinternetandartificialintelligenceservicesandproducts.ItsBisoneoftheworld`slargestandChina`smostpopularsearchenginewebsites.ReadmoreNote(s):Worldwide;2012to2022Source(s):BaiduAnnualrevenueofChinesesearchengineSogoufrom2015to2020(inmillionU.S.dollars)Sogou'sannualrevenue2015-20201,4001,2001,0001,172.251,124.16924.66908.36800660.41591.8600400200020152016201720182019202016Description:In2020,Sogoureportedanannualrevenueof925millionU.S.dollars,amajorityofwhichcamefromitssearchandsearch-relatedadvertisingbusiness.TheChinesethird-largestsearchenginecompleteditsmergerwithTencentandwentprivateinthefallof2021.ItsinputsoftwareSogouInputMethodiswidelyusedamongChineseinternetusers.ReadmoreNote(s):China;2015to2020Source(s):SogouRevenueofChineseinternetsecuritycompanyQihoo360Technologyfrom2016to2022(inbillionyuan)RevenueofQihoo360Technology2016-20221413.1312.8412.2411.611210810.899.99.526420201620172018201920202021202217Description:In2022,Qihoo360Technologygeneratedatotalrevenueofapproximately9.5billionyuan,indicatinga12.54percentdropcomparedtothepreviousyear.ThemainproductsofQihoo360Technologyincludeantivirussoftware,webbrowser,andmobileappstore.ReadmoreNote(s):China;2016to2022Source(s):Qihoo360CHAPTER

03SearchadvertisingLargestsearchadmarketsintheAsia-Pacificregionin2022,byrevenue(inmillionU.S.dollars)RevenueofthesearchadvertisingmarketAPAC2022,bycountryRevenueinmillionU.S.dollars30,000010,00020,00040,00050,00050,931.7560,000ChinaJapan9,701.07AustraliaSouthKoreaIndia5,415.564,171.111,435.31IndonesiaNewZealandSingaporePhilippinesVietnam910.95891.62532.38524.46433.38370.72258.96ThailandMalaysia19Description:Comparingthe12selectedregionsregardingtheadspendinginthe'SearchAdvertising'segmentofthedigitaladvertisingmarket,Chinaisleadingtheranking(50.9billionU.S.dollars)andisfollowedbyJapanwith9.7billionU.S.dollars.AttheotherendofthespectrumisMalaysiawith258.96millionU.S.dollars,indicatingadifferenceof50.7billionU.S.dollarstoChina.ReadmoreNote(s):Asia,AustraliaandOceania,APAC;Jan1sttoDec31st2022Source(s):MarketsizeofadvertisingonsearchenginesinChinafrom2016to2020withforecastsuntil2023(inbillionyuan)MarketsizeofadvertisingonsearchenginesinChina2016-2023140120118.3114.47110.37106.25102.1710090.1377.5280604020072.35201620172018201920202021*2022*2023*20Description:ThemarketgrowthofadvertisingonsearchenginesinChinahassignificantlysloweddownsince2018.In2022,theadrevenueonsearchenginesinChinawasforecastedtoincreaseby3.7percentto114.5billionyuan.

ReadmoreNote(s):China;2016to2023;*Forecast.Oneyuanequalsapproximately0.14U.S.dollarsand0.14euros(asofNovember2022).Advertisingrevenueincludesdisplayadvertisingandkeywordadvertisingandexcludesnavigationadvertising.

ReadmoreSource(s):AnalysysAnnualadvertisingrevenuegrowthofsearchenginesinChinafrom2016to2020withforecastsuntil2023AdrevenuegrowthofsearchenginesinChina2016-202318%16.3%16%13.4%14%12%10%8%6%4%2%0%7.1%20174%3.9%3.8%20163.7%3.3%2018201920202021*2022*2023*21Description:ThisstatisticshowstheannualadvertisingrevenuegrowthofsearchenginesinChinafrom2016to2020withforecastsuntil2023.In2022,theadrevenueofsearchenginecompaniesinChinawasprojectedtoincreasebyaround3.7percentcomparedtothepreviousyear.Manyadvertisersreducedadbudgetsononlinesearchbecauseofthecoronaviruspandemic.ReadmoreNote(s):China;2016to2023;*Forecast.ReadmoreSource(s):AnalysysDistributionofsearchengineadvertisingplacementsinChinaasofMay2023,bydeviceShareofsearchengineadvertisingplacementsinChina2023,bydevicePCsearchengines11.7%Mobilesearchengines23.3%Bothsearchengines65%22Description:AccordingtoasurveyonsearchenginesinChinaconductedinMay2023,approximately65percentofadvertiserschosetoplaceadssimultaneouslyonsearchenginesonPCandmobiledevices.Ingeneral,theprospectofadvertisingonmobilewasmorefavorable.ReadmoreNote(s):China;May2023;60advertisersSource(s):36Kr;CTRMarketResearchPerceivedprospectsofsearchadvertisinginChinaasofMay2023,bydevicePerceivedprospectsofsearchadvertisinginChina2023,bydeviceUnchangedValueitmorecomparedtopreviousyears80%71.4%70%57.1%60%50%40%30%20%10%0%42.9%28.6%PC-basedsearchengineMobilesearchengine23Description:AccordingtoasurveyonsearchengineadvertisinginChinaconductedinMay2023,morethan70percentofadvertisersvaluedmobileplacementresourcesmorecomparedtobefore.MostadvertisersplaceadsonsearchenginesonbothPCandmobiledevices.ReadmoreNote(s):China;May2023;60advertisersSource(s):36Kr;CTRMarketResearchLeadingdecision-makingfactorsinadvertisingonsearchenginesamongadvertisersinChinaasofMay2023MajorcriteriainadvertisingonsearchenginesamongadvertisersinChina2023Shareofadvertisers20%

30%0%10%40%50%60%70%80%90%VisibilityoftheplatformTargetaudience81.7%76.7%ROI/cost-effectiveness75%PlatformquantitativeindicatorsTypesofadvertisementsontheplatformPlatform'sintegratedmarketingcapabilityThecompany'sownmarketingbudgetBrandimageoftheplatform66.7%43.3%41.7%35%35%31.7%28.3%Platform'sadsupportPlatform'scustomerserviceandexecutioncapabilityPlatform'sinnovationability20%24/statistics/1405544/china-leading-criteria-in-advertising-on-search-enginesAccordingtoasurveyinChinainMay2023,almost82percentofadvertiserssaidthattheyconsideredthevisibilityoftheplatformwhenplacingadvertisementsonsearchengines.Targetaudienceandcost-effectivenesswereotherimportantfactors.ReadmoreNote(s):China;May2023;60advertisersSource(s):36Kr;CTRMarketResearchCHAPTER

04OnlinesearchusageLeadingreasonsforusingsearchenginesinChinainMay2023,bydeviceMajorreasonsforusingsearchenginesinChina2023,bydeviceShareofrespondentsMobile20%PC0%10%30%40%50%60%70%64.5%80%CollectinginformationandmaterialsforworkandstudyVerifyingrelevantqueriesindailylife72.7%63.9%57.5%60.1%61.7%Solvingspecificorpendingproblems56.8%53.2%AccessingtoinstantnewsandinformationBroadeningtheknowledgebase52%56.1%32.2%Searchingaccesstootherspecificwebsites39.6%26Description:Ina2023surveyconductedamongChinesesearchengineusers,morethantwo-thirdsofrespondentsstatedthattheyusedsearchenginesonPCmainlyforcollectinginformationandmaterialsforworkandstudy.Meanwhile,respondentstendtousesearchenginesonmobiledevicestoaccesstoinstantnewsandinformation.ReadmoreNote(s):China;May2023;808respondentsSource(s):36Kr;CTRMarketResearchFrequencyofusingsearchenginesamongusersinChinaasofMay2023,bydeviceFrequencyofusingsearchenginesinChina2023,bydeviceShareofrespondentsMobile

PC0%10%20%30%40%50%60%12.3%Lessthanonceaday1to5timesaday15.9%54.9%54.6%22.9%6to10timesaday16.6%6.2%6.9%11to20timesadayMorethan20timesaday3.6%6%27Description:AccordingtoasurveyonsearchenginesinChinaconductedinMay2023,almosthalfofrespondentsstatedthattheyusedsearchenginesonmobiledevicesonetofivetimesaday.Inthehigh-frequencyusagezone,searchengineusageishigheronPCthanonmobile.ReadmoreNote(s):China;May2023;808respondentsSource(s):36Kr;CTRMarketResearchPopularinputmethodsofonlinesearchinChinaasofMay2023,bydevicePopularinputmethodsofonlinesearchinChina2023,bydeviceShareofrespondentsMobilePC0%10%20%30%40%50%60%70%80%90%100%91%92.2%TextsearchVoicesearchImagesearchMusicsearch50.1%34.2%43.1%41.8%20%20.3%28Description:AccordingtoasurveyonsearchengineusersinChinaconductedinMay2023,textsearchwasthemostpopularsearchmethod,accountingformorethan90percentofbothPCandmobilesearches.VoicesearchwasmorecommononmobiledevicesthanPC.ReadmoreNote(s):China;May2023;808respondentsSource(s):36Kr;CTRMarketResearchMostenquiredcontentamongsearchenginesusersinChinainMay2023,byformatFrequentlysearchedcontentformatsonsearchenginesinChina2023Shareofrespondents30%0%10%20%40%50%60%70%EncyclopediaInformationWebsites/webpagesQuestions&answersArticels&booksPictures65.6%54.3%53.5%49.4%44.4%44.1%Maps38.2%Videos34.5%Music28.8%29Description:AccordingtoasurveyonsearchenginesinChinaconductedinMay2023,almost66percentofrespondentsstatedthatencyclopediawastheirmostfrequentlysearchedcontentformat.Meanwhile,informationandwebsitesorwebpagestrailedwithapproximately54percent.ReadmoreNote(s):China;May2023;808respondentsSource(s):36Kr;CTRMarketResearchMost-usedinformationchannelsforfindingnewbrandsandproductsinChinaasof3rdquarter2022MajorbranddiscoverysourcesinChinaQ32022Shareofsurveyedinternetusers5%

10%0%15%20%25%Word-of-mou