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SUMMARY
Based on interviews with the Chinese youth demographic, Google continues to
struggle with lower user awareness, compared to Chinese search engine Baidu.
These findings are contained in consulting firm Pearl Research's new report
"Baidu vs. Google: A Study of Search Engine Preferences among Chinese Youth."
Key findings of the report:
Our interviews indicate that many Chinese youth chose to use Baidu over Google
because they believe Baidu is a domestic product and thus should be better at
indexing Chinese content. + Baidu's strong multimedia entertainment search
bolsters its popularity. +Baidu's earlier entry into the Chinese search
engine market and higher visibility via partnerships and software add-ons has
made it a challenge for Google to gain users despite a number of
brand-localizing strategies. The study is part of Pearl Research's Phoenix
Generation series of report on Chinese youth. This exclusive study is based
on Chinese consumer insight gleaned from 40 one-on-one interviews and a
450-person survey.
TABLE OF CONTENTS
- Background
- Executive Summary
- Comparison between Google and Baidu
- Pearl Research's key findings
- “Foreigners like to use Google”
- First mover advantage for Baidu
- Baidu partnerships increases visibility
- Searches for multimedia content drives usage
- Youth-friendly services on Baidu increase stickiness
- Lower User Awareness for Google
- Google's Advantages: Strong Brand Loyalty
- Google Users Tend to Have Higher Education Levels
- Trend Impact
- Google Profile
- Baidu Profile
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