The "Matthew Effect" of the fast-expanding share of mobile search

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Compared to previous years, people are now more frequently using mobile phone search routes, online shopping, or to find the surrounding catering and leisure services. When all this has become commonplace from the fresh, it also means that the "mobile age" is really coming, and mobile search is fully affecting people's daily lives and behavior patterns.

Recently, Biin Telli-gence, a market research firm, said that search was becoming a major force driving the growth of mobile promotion revenue, with global mobile marketing revenue growing 83% per cent last year to more than 68 billion, with search accounting for 5 3 of global mobile marketing revenues from 12 to 20. In the most developed mobile markets ——— Western Europe and North America, search in mobile marketing revenue share is 60% and 56% respectively. In contrast, the 2012 search accounted for only 4 6 of desktop advertising revenue, the growth rate is very slow.

According to Iris data, this year the domestic mobile promotion expenditure will reach 196 million, accounting for global mobile promotion expenditure 2.95%. With the rapid growth of advertising revenue, does mobile search contain new market opportunities? In many mobile search engines, who can stand out in the field of mobile searching?

Mobile + search attracts explosive growth

The mobile search promotion market has never stopped growing, according to Ignitiono NE, and mobile-search-promotion spending by tablet computers in the second quarter of 2013 has risen 116% from a year earlier, while smartphones have achieved 106% growth. In contrast, the search promotion market has only increased by 7% in the same period, which suggests that mobile search promotion is becoming more and more popular.

Zhang, the chief executive of the media consulting, said mobile search promotion was able to grow rapidly for two reasons. "The first is derived from a good foundation." Because the original promotion of the main recognition of search promotion, in the global scope, including Google and Baidu, advertising effect is recognized. In recent two years, mobile internet users have grown very fast, and the penetration rate is relatively high, high-end users are basically using smartphones, from the promotion of the effect itself, advertisers have accepted. ”

China Internet Network Information Center released the 31st China Internet Development Statistics report shows that the size of mobile internet users in 2012 growth, as at the end of December 2012, China's internet users up to 564 million, mobile internet users have reached 420 million, more than 70% of netizens use mobile phones online. With a large number of low-end smart phones into the market, but also gradually cover more low-income people. This also means that potential users of mobile search are growing rapidly.

Another reason is related to the presentation of mobile promotion. "Mainly text chain, the text chain of this form in search will be better presented." Mobile phone users play a lot of games, but the promotion of the game in the form of Banner (Web page banner ads), very consumption of traffic, and only a single present, play the game people do not accept this form of promotion. If the user is in conflict, the conversion effect is not necessarily a good thing. "Zhang thinks. In contrast, the promotion of text chain for users, the bias is more obvious. For example, using mobile phones in search engines searched "Beijing, hotels", the information about the hotel, is the user needs information, conversion rate and effect of a higher degree of coincidence.

Traditional search can provide users with richer information and a variety of choices, while mobile search is more purposeful, and offline integration more closely, and not limited by time and place. Mobile search and traditional search is a complementary relationship, in different contexts to meet user's different experience and needs. But with the development of mobile Internet, mobile search is becoming more and more attractive to advertisers and electric clients. Backed by more than 400 million of the domestic mobile phone users, the major mobile phone search engine How to make full use of the advantages of mobile search, attract users, achieve revenue?

Mobile search "Matthew Effect" Dayton

In the field of PC Internet, whether market share or revenue status, Baidu is sitting on the search engine "boss" position. And in mobile search, is also staged by the big Evergrande's "Matthew Effect", do search Baidu has a natural advantage.

AI Media data show that in the first quarter of 2013, Baidu, the appropriate search, so so occupy the top three mobile phone search brand, and mobile phone search brand traffic distribution, Baidu in 3G users and smart machine users, to undertake the PC user habits of the transfer, has increased.

In early 2013, Baidu released the "2012 Four quarterly mobile Internet Development Trend Report", data show that during the 2010 to 2012, Baidu Mobile search volume increased 11 times times. In the first quarter, the number of active users of mobile search products exceeded 100 million, up 25% from the end of the fourth quarter of 2012.

Baidu in charge told South reporters, Baidu in the future will be more based on the characteristics of the device to adapt to mobile search experience, so that netizens anywhere to get the most direct information he wants. "For example, if the information is useful to the user, he can call directly and communicate directly online if a PP can be downloaded directly." Search results corresponding to the merchant, if there are some like preferential information, promotional activities such as useful information to netizens, can be demonstrated through a specific form. ”

AI Media data show that in the first quarter of 2013, 33.3% Chinese mobile phone search users preferred Baidu, while other search engines in the flow accounted for the increase or decrease, search, Sogou, Google, 360, Youdao accounted for 14 1%, 7.5%, 3.6%, 4.1%, 2.2%.

It is noteworthy that local search has become one of the important trends in mobile phone search. 2012 in Mobile search user search content distribution, local search (map, diet, weather, transportation and other local services) accounted for more than 48.2% users. Local search provides the relevant search service from the background information of the user, and helps the user to pinpoint the target.

Zhang that Baidu in the search for a good foundation in doing mobile search is relatively easy to transform, but the two are not necessarily related. "The original PC on the promotion of Baidu is mainly online transactions or have the opportunity to trade online advertisers, generally not suitable for local class search." In contrast, customer attributes are still different, although there is a certain degree of coincidence. It transforms the effect and the advantage, actually still must do some to the local class service main promotion, such advertisement main to Baidu, is not necessarily very strong. This time, we all stand back at the starting line. ”

[Industry view]

Ai Media Consulting CEO Zhang: Personally very optimistic about mobile search prospects. Mobile ads and PC ads The biggest difference is that PC ads focused on the electric business, such as Beijing and east. In particular, Baidu information in the ads, a considerable part of the electricity business ads. And compared to mobile phones, the current development of mobile electricity business is immature, but localized consumption is very obvious. For example, travel to Beijing, need to live hotels, mobile phone Search will immediately produce transactions, is the landing of consumption. There is also a lbs (location-based service) that can search for information such as dining around. These are very practical to meet the needs of users.

Analysys analyst Dongxu: Whether mobile search can explode a huge amount of energy has yet to be verified. First of all, because of the limitations of the big environment, last year the entire wireless promotion around 5 billion or 6 billion, the search probably accounted for a billion of, so the growth of the space is not too large; second, it is a long process, from creating products for users, to play mobile features, to finally realize, mobile phone search will take a long time; Compared to the appearance of mobile phones, the PC will still have a greater advantage.

Analysis: Wireless traffic is rising rapidly, and the gap between wireless traffic and large search traffic is decreasing.

Wireless traffic and large search flow gap is a small number of industries are oriented to the C industry, with the exception of merchants join;

Wireless traffic and large search traffic gap is a small number of industries are oriented to B, including software games, the reason may be the software game download desktop more convenient.

Data Source: Baidu Data Research Center