Eric: 2010 China's search engine market is still in a fast-expanding period

The scale and forecast of Chinese search engine market

Chinese search engine Market size accounts for the growth of the total scale of network advertising market

Chinese search engine user coverage

China search engine market revenue share

Sina Science and technology news January 18 morning, Eric Advisory released the 2010 Chinese search engine annual data, data show that the 2010 Chinese search engine market size reached 10.98 billion yuan (about 1.65 billion U.S. dollars), an increase of 57.7% year; Search engine accounted for the overall network advertising market scale of 30.8%, is still in rapid expansion period.

　The following is the full report:

Summary and Prospect: 2010 China search engine market size reached 10.98 billion yuan (about 1.65 billion U.S. dollars), an increase of 57.7% in the year, the search engine accounted for the overall network advertising market scale of 30.8%, in the hot event to pull the brand advertising surge in the background, basically maintain stability. Competition pattern aspect, the market concentration degree intensifies, the Baidu market share achieves 71.6%, increases 7.7% compared with 2009, at the same time, Sogou, search and so on the operator positively expands the market. Eric predicts that 2011 Chinese search engine Market operators positive product innovation can be foreseen, cross-domain cooperation and the penetration of multiple product lines (such as micro-blog, LBS, desktop software) will be the market's important business, based on traffic will be more intense competition.

　　Market Size: 2010 China search engine market size reached 10.98 billion yuan rapid expansion

According to Iresearch's upcoming "2009-2010 China search engine Industry Development Report" Statistics, the total operator revenue to calculate the size of China's search engine market, the 2010 Chinese search engine market size of 10.98 billion yuan (about 1.65 billion U.S. dollars), Compared with 2009 's 6.96 billion year-on-year growth of 57.7%.

Eric Consulting Analysis of the above data, China's search engine market is showing rapid growth, the reason is: First, 2010 China's economic situation warmer, advertisers, especially small and medium-sized advertising marketing budget with the warming; second, the economic crisis period, the brand advertisers through the attempt to put, generate inertia consumption; third, Google China's strategic adjustment, shortened the Baidu Promotion system adjustment period, the promotion of its click Rate, the increase in the number of optional keywords, the CPC's rise and other factors have also contributed to a certain degree of ARPU promotion.

Eric predicts the 2011 Chinese search engine market development that Baidu's promotion system in 2010 to complete a smooth switch, search advertising revenue growth gradually stable; Sogou, search and other operators based on the accumulation of traffic, marketing revenue growth can be reflected in the 2011 Chinese search engine market will be presented 55% About the increase.

Industry Data: 2010 The size of the search market accounted for the proportion of network advertising decline

According to Iris Consulting statistics, search engine accounted for the overall network advertising market size of the proportion in 2010 to 30.8%, in the hot event to pull the brand advertising surge in the background, basically maintain stability.

In 2011, China's search engine accounted for a rebound in the size of the network advertising market, the reason for this is: in 2010, the impact of hot events on the growth of the size of the brand advertising scale in 2011 has been returned; second, with the 2010 new promotion system for advertisers generally accepted, The concept of precision marketing and effect marketing is gaining popularity, and the search engine will get more recognition from advertisers, which is expected to reach 33.2% in 2011.

　　User size: 2010 China search engine users up to 380 million people, user coverage of 82.3%

Eric Consulting According to CNNIC statistics of the number of Chinese Internet users and combined with the continuous user behavior Research system iusertracker new data research found that 2010 Chinese search engine user size (defined as the number of users who produce a search request in half a year, excluding the number of users of the site navigation) It is expected to reach 380 million people, compared to the 2009 320 million-year year-on-year growth of 18.8%, is expected to 2011, Chinese search engine users will be close to 450 million people, and to 2014 years later, the user will reach 600 million people.

According to an analysis by Eric, the number of Chinese search engine users in the end of 2010 accounted for 82.3% of internet users, compared to 2009, to achieve micro-growth. And in the next few years, the search engine's user coverage will continue to maintain a micro-growth trend, this is because on the one hand, a Amoy network, such as vertical search engine to enable more vertical users to contact the search engine applications, improve the proportion of search users; On the other hand, the new Internet novice users The proportion of users who have the ability to produce search requests, such as input method, is lower than before, and the growth rate of user coverage is slower than the earlier annual meeting. Iris Consulting analysis that, with the Internet and search engine services further infiltration, the search engine in the Internet users will maintain a stable coverage and a slight rise in the situation. But compared to the total population of China, search engine users accounted for less than 15% of the total population, Chinese search engine users still have a lot of space to expand.

　　Competition Status: Search market further concentrated, second-line operators actively explore

2010 Chinese search engine market concentration increased: Baidu and Google revenue share of the sum of 97.6%, the basic monopoly of the Chinese search engine market. And after the Google incident, the market a new gap, second-line operators to actively develop the search business, expand market Size.

2010 Google withdrew from China, google.cn stop service, its domain name directly jump to google.com.hk, on behalf of the Chinese search service. Affected by the incident, its market share fell to 26%, down 6.2% from 2009, the market gap. At this time, Baidu relies on existing resources and product advantages and further innovation, occupies 71.6% of the market revenue share, continue to maintain a leading position. and other operators, Sohu officially announced its sogou and Alibaba set up a joint venture company, independent operation, and Tencent announced the establishment of Search division, vigorously develop research business, innovation and enhance the search experience, for the search business to reserve resources. Second-line operators ' vigorous development of search has intensified the competition of the search market, and its development situation deserves further attention.

　Development trend: China search engine market will appear a new round of growth

Eric looks forward to the development trend of Chinese search engine market, according to the following two factors, the rapid development of Chinese search engine industry is sustainable: first, the further popularization of Chinese Internet and the gradual infiltration of effect marketing consciousness; second, the rapid development of e-commerce constitutes a rigid demand for the growth of search marketing. Market competition, the 2010 Google events spawned a search, Sogou, a Amoy, Youdao and other operators of the force, so that the future diversification of the market competition is possible, in the past three years, based on traffic and competition will be more intense. Products, first, desktop software (im/dictionary/browser) and search services will be more common, and become new entrants quickly into the market breakthrough; second, the vertical field of outstanding manufacturers through cooperation or independent research and development into the search market can be foreseen; third, the rapid development of micro-BO, Make the development of real-time search have imagination space.