How Search Engines Are Used in China

January 14th, 2008 by Lars Johansson

Enquiro Research has released the results of a study comparing the use of Baidu, Google China and Google in North America.

The way the Chinese engage with search engines differs from North American patterns. The Chinese cover more of the page. You may also get a click if you’re below the fold in China. That is much less likely in North America.

Download the study from Enquiro

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Posted in Getting smarter, Web Analytics | 3 Comments »

Comments

1. Nikke Linqvist Says:
   January 16th, 2008 at 12:07 pm

   This is really interesting! However, the download form at Enquiro seems to be broken. All I get in Safari is a database error site, and Firefox won’t even get passed the registration form.

   So, I’ll direct my questions to those who read it. My initial question, and why I would like to read the report is the difference between google.ch och Baidu.

   Did the report come to any conclusions there? Google.ch seems to get fewer clicks below the fold. Could it have to do with the quality of the results? Does Baidu show more low-quality sites at the top, which drives users downwards when they don’t find exactly what they are looking for?

   Or could it have to do with left-right scanning of the page, where users start by reading the ads to the right, and then scan search results downwards and up whan getting to the left hand side of the site?

2. SuperAnton » Archive » Skillnad mellan Google i Kina och USA Says:
   January 16th, 2008 at 12:37 pm

   [...] tipsade mig via Google Readers shared items om Enquiros undersökning om hur sökmotorer används i Kina. Rapporten går att ladda ned i sin helhet här (faktiskt inte så tung att ta sig igenom, rätt [...]

3. Rick Tobin Says:
   January 16th, 2008 at 6:25 pm

   Nikke,

   I’m sorry for the error with Safari, we are looking into as I write this.

   You are right on a lot of things, language, the preferred listing strategy in Baidu, and Google’s layout do impact the scanning and engagement with the search engines. However, culture, economics, and cognitive differerences also impact the engagements.

   I will gladly forward you a copy of the whitepaper if you want to send me an email – please contact me at rick@enquiro.com.

   Rick Tobin
   Director of Research
   Enquiro Research

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