china online advertising & search 2011
DESCRIPTION
Statistics about China online advertising in 2011. Revenue, market share and breakdown. Focus on search market. Review of most popular search engines in China.TRANSCRIPT
www.them.pro
CHINA ONLINE ADVERTISING & SEARCH
Shanghai, China | January 2012
2011 China Online Advertising & Search - www.them.pro 22012-01-31
TABLE OF CONTENT |
CHINA INTERNET ECONOMY Revenue Breakdown
CHINA ONLINE ADVERTISING MARKET Revenue Breakdown Advertisers & Ads
CHINA SEARCH ENGINE MARKET Revenue Market Share
LIST OF SEARCH ENGINES IN CHINA
2011 China Online Advertising & Search - www.them.pro 32012-01-31
CHINA ONLINE ADVERTISING & SEARCH | SUMMARY
China Internet Economy Market Revenue: 62 billion Yuan (2011 Q2) Growth: +78% from 2010 Q2
China Online Advertising Market Revenue: 52 billion Yuan (2011) Growth: +57% from 2010
China Search Engine Market Revenue: 19 billion Yuan (2011) Growth: +70% from 2010
2011 China Online Advertising & Search - www.them.pro 42012-01-31
CHINA INTERNET ECONOMY | REVENUE
2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q20
10
20
30
40
50
60
70
30.835
40.444.5
52.3
62.2
China Internet Market Revenue (2010-2011) Billion Yuan
Source: iResearch, July 2011
2011 China Online Advertising & Search - www.them.pro 52012-01-31
China Internet Market Breakdown (2010-2011)
CHINA INTERNET ECONOMY | BREAKDOWN
2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2
29.8% 31.6% 34.0% 36.4%43.3% 43.9%
13.1%14.9% 14.3% 13.6%
10.3% 10.7%24.3% 21.8% 21.2% 20.3% 17.6% 15.2%
6.2% 7.7% 7.7% 7.5% 6.1% 7.0%
14.6% 11.5% 10.5% 11.8% 12.3% 12.5%
12.0% 12.5% 12.3% 10.4% 10.4% 10.7%
OthersMobile InternetSearch EngineOnline GamingOnline DisplayE-Commerce
Source: iResearch, July 2011
2011 China Online Advertising & Search - www.them.pro 62012-01-31
CHINA ONLINE ADVERTISING | REVENUE
2006 2007 2008 2009 2010 2011 2012e 2013e 2014e 2015e0
20406080
100120140160180200
6.1 10.6 17 20.732.5
51.2
79.1
107.1
142.7
187.3
China Online Advertising Revenue (2006-2015) Billion Yuan
Source: iResearch, January 2012
2011 China Online Advertising & Search - www.them.pro 72012-01-31
CHINA ONLINE ADVERTISING | REVENUE
2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q20
2
4
6
8
10
12
6
7.98.9 9.4
8.6
11
China Online Advertising Revenue (2010-2011) Billion Yuan
Source: iResearch, July 2011
2011 China Online Advertising & Search - www.them.pro 82012-01-31
China Online Advertising Breakdown (2010-2011)
CHINA ONLINE ADVERTISING | BREAKDOWN
2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2
46.0% 42.4% 40.0% 39.5% 37.9% 34.5%
32.2%34.0% 35.0% 35.6% 37.5%
39.4%
7.4% 7.4% 7.4% 6.8% 7.7% 7.4%
4.8% 6.3% 7.1% 6.9% 6.5% 7.2%
3.0% 4.0% 4.4% 4.3% 3.7% 5.1%6.6% 5.9% 6.1% 5.9% 6.7% 6.4%
OthersVideoRich mediaVertical searchSearch engineOnline display
Source: iResearch, July 2011
2011 China Online Advertising & Search - www.them.pro 92012-01-31
CHINA ONLINE ADVERTISING | ONLINE ADVERTISERS
38.3%
13.9%11.8% 11.4%
3.7% 3.1% 2.9% 2.0% 1.8%
11.1%
China Online Advertisers (2011 H1)
Source: CNNIC, July 2011
2011 China Online Advertising & Search - www.them.pro 102012-01-31
CHINA ONLINE ADVERTISING | ONLINE ADS
40.1%36.4%
28.8% 28.4% 28.4%25.9%
21.9%19.3% 18.4%
9.4% 9.4%
China Most Viewed Online Ads (2011 H1)
Source: DCCI, July 2011
2011 China Online Advertising & Search - www.them.pro 112012-01-31
CHINA SEARCH MARKET | REVENUE
2005 2006 2007 2008 2009 2010 2011 2012e 2013e 2014e 2015e0
102030405060708090
100
0.9 1.4 2.9 5 7 1118.8
28.3
42
61.3
87.6
China Search Engine Market Revenue (2010-2011) Billion Yuan
Source: iResearch, January 2012
2011 China Online Advertising & Search - www.them.pro 122012-01-31
CHINA SEARCH MARKET | MARKET SHARE
Baidu 80,42%
Google China 5.79%
Sogou5,53%
Soso3,51%
Youdao0,37%
Bing0,49%
Yahoo China0,21% Others
3,68%
Search Engine Market Share by Query (Nov. 2011)
Source: CNZZ, November 2011
2011 China Online Advertising & Search - www.them.pro 132012-01-31
CHINA SEARCH MARKET | MARKET SHARE
Baidu77,15%
Google China20,15%
Sogou1,60%
Soso0,70% Youdao
0,40%
Search Engine Market Share by Revenue (2011 Q2)
Source: iResearch, July 2011
2011 China Online Advertising & Search - www.them.pro 142012-01-31
SEARCH ENGINES IN CHINA | BAIDU
Baidu.comDescriptionBaidu.com is the most popular search engine in China offering more than 50 search and community services in Chinese and Japanese. Baidu teamed up with Bing to provide English search results for users.
FoundedIn 2000 by Robin Li and Eric Xu
HeadquartersBeijing, China
Global Alexa Rank5th (Dec. 2011)
2011 China Online Advertising & Search - www.them.pro 152012-01-31
SEARCH ENGINES IN CHINA | GOOGLE
Google.cnDescriptionGoogle.cn is the 2nd most-used search engine in China. Its market share has been declining since 2010 after Google China decided to redirect its Chinese website to Google.com.hk.
FoundedIn 2005
HeadquartersBeijing, China
Global Alexa Rank132nd (Dec. 2011)
2011 China Online Advertising & Search - www.them.pro 162012-01-31
SEARCH ENGINES IN CHINA | SOGOU
Sogou.comDescriptionSogou.com is a Chinese search engine owned by Sohu.com, one of the most popular Internet portals in China. Sogou means “Search dog” in Chinese. 16% of Sohu is owned by Alibaba Group and Yunfeng fund.
FoundedIn 2004
HeadquartersBeijing, China
Global Alexa Rank117th (Dec. 2011)
2011 China Online Advertising & Search - www.them.pro 172012-01-31
SEARCH ENGINES IN CHINA | SOSO
Soso.comDescriptionSoso.com is a Chinese search engine very similar to Google in terms of look and feel. Soso is owned by Tencent, one of the largest Internet companies in the world and well-known for its Tencent QQ Instant Messaging.
FoundedIn 2006
HeadquartersShenzhen, Guangdong, China
Global Alexa Rank36th (Dec. 2011)
2011 China Online Advertising & Search - www.them.pro 182012-01-31
SEARCH ENGINES IN CHINA | YOUDAO
Youdao.comDescriptionYoudao.com is a search engine powered by Netease that also operates 163.com, a very popular web portal in China. “Youdao” means “there’s a way” in Chinese.
FoundedIn 2007
HeadquartersBeijing, China
Global Alexa Rank262nd (Dec. 2011)
2011 China Online Advertising & Search - www.them.pro 192012-01-31
SEARCH ENGINES IN CHINA | BING
Bing.comDescriptionBing.com is currently a minor search engine in China. However, after signing a partnership with Baidu in 2011, Microsoft’s search company has great ambitions in the country. Bing’s Chinese name is “Bi ying” which means “very certain to respond”.
FoundedIn 2009
HeadquartersRedmond, Washinghton, USA
Global Alexa Rank26th (Dec. 2011)
2011 China Online Advertising & Search - www.them.pro 202012-01-31
SEARCH ENGINES IN CHINA | YAHOO
Yahoo.cnDescriptionYahoo.cn is a Chinese web portal that offers many services including a search engine. Yahoo China is owned by Alibaba Group that uses the brand name and manages the site as a totally independent entity from Yahoo.com.
FoundedIn 2007
HeadquartersBeijing, China
Global Alexa Rank2,559th (Dec. 2011)
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