Google still faces challenge from Baidu in China

Share this content:
Google still faces challenge from Baidu in China
Google still faces challenge from Baidu in China

Google still faces an uphill challenge in its competition with Baidu in the Chinese search engine market, according to a report released last week by Pearl Research, a business intelligence and consulting firm.

Baidu continues to be the “first choice” in search engines for Chinese Internet users age 16 to 30, according to the report, which was based on 40 one-on-one interviews and an online survey of 450 people. The report is part of a series of studies on Chinese youth that Pearl Research is working on, said Allison Luong, managing director of the firm.

The survey process started in November and took approximately two months to complete. Other US-based search engines such as Yahoo were not included in the report because their market share in China is pretty small, Luong said.

Among those interviewed, Baidu had much higher name recognition than Google. “Some kids hadn't even heard of Google,” said Luong.

In contrast to Google, which launched its Chinese domain, Google.cn, in 2006, Baidu first came out in 2000. Luong cited Baidu's early market entry, as well as its perception as a Chinese-made product, for its higher user awareness.

She explained that Baidu tends to be more visible in Intenet cafes, which feature the search engines on their landing pages, thereby increasing visibility. In China, personal computers are still too expensive for many to buy, so Internet cafes are more heavily used.

Many Internet users in China are very young and are looking for more MP3 and entertainment-related content, and it is much easier to find MP3 files on Baidu compared to Google, Luong said. According to the report, more than 60% of survey respondents listed music downloads as their primary reason to go online.

In comparison, Google users tend to be more educated and live in wealthier cities, according to Luong. She said that this audience is looking for more in-depth content and that “they often indicated that Google was a much more technologically superior product.”

According to the report, Google users had stronger brand loyalty than those using Baidu. “I wouldn't count Google out in what they're doing in China,” Luong said. “I think it's a solid product.”

But they still have a ways to go, she added.

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here