As the data of iiMedia Research showed, 59.6% of the interviewed users prefer using built-in browser. Page advertisement and information security are major pain points in the development of the industry. Nearly 50% of the users hope platform could optimize these two aspects.
一、Overview of China Mobile Search Industry from 2018 to 2019
1. Classification of Mobile Search
2. Basic Workflow of Mobile Search
3. Characteristics of Mobile Search
4. 2018 China Mobile Search Engine Market Dynamics
5. 2018 China Mobile Search Engine Market Dynamics
6. User Scale of China Mobile Search Engine in 2018
7. Strategic Development Trend of Mainstream China Mobile Search Platform
8. Share of Chinese Mobile Search Engine Users’ Preferred Brands in 2018Q4
二、Behavior Analysis of China Mobile Search Users from 2018 to 2019
1.Survey on the Preference to the Search Entries for China Mobile Search Users in 2018
2.Survey on the Accuracy Evaluation of Associative Terms by China Mobile Search Users
3.Survey on the Purpose of Mobile Search Platforms Used by China Mobile Users in 2018
4.Survey on the Cross-Software Search Demand for China Mobile Search Users in 2018
5.Survey on the Expected Usage Optimization for China Mobile Search Users in 2018
三、Case Study of China Mobile Search Industry from 2018 to 2019
1. Baidu Upgrades Algorithms, Strengthens Platform Supervisions, and Improves User Experience
2. Baidu Launched Smart Mini Program
3. User Attribute Analysis of Baidu APP
4. Sogou Search Deeply Cultivate on Medical Search and Help Improve the Whole Nation Health
5.Sogou Launched “AI Legal Consultation” to Lower the Threshold of Professional Services
6.User Attribute Analysis of Sogou Search APP
7.360 Search Developed "Tuke" and Create Quality Content Ecology through Its Three Core Functions
8.User Attribute Analysis of 360 Mobile Browser APP
四、The Tendency of China Mobile Search Engine Industry
图1-1 Scale of Users and Growth Rate of China Mobile Search Engine Users from 2017 to 2018
图1-2 Comparison of the User Scale and Growth Rate between China Mobile Search Engine Users and PC Search Engine Users from 2017 to 2018
图1-3 Share of Chinese Mobile Search Engine Users’ Preferred Brands in 2018Q4
图2-1 Survey on the Preference to the Search Entries for China Mobile Search Users in 2018
图2-2 Survey on the Accuracy Evaluation of Associative Terms by China Mobile Search Users in 2018
图2-3 Survey on the Clicking Frequency of Associative Terms for China Mobile Search Users in 2018
图2-4 Survey on the Purpose of Mobile Search Platforms Used by China Mobile Users in 2018
图2-5 Survey on the Cross-Software Search Demand for China Mobile Search Users in 2018
图2-6 Survey on the Content Requirement of Cross-Software Search for China Mobile Search Users in 2018
图2-7 Survey on Mobile Search Satisfaction of China Mobile Search Users in 2018
图2-8 Survey on the Expected Usage Optimization for China Mobile Search Users in 2018
图3-1 Distribution of Sex of Baidu APP Users in December 2018
图3-2 Distribution of Age of Baidu APP Users in December 2018
图3-3 Distribution of Average Monthly Income of Baidu APP Users in December 2018
图3-4 Distribution of Sex of Sogou Search APP Users in December 2018
图3-5 Distribution of Age of Sogou Search APP Users in December 2018
图3-6 Distribution of Average Monthly Income of Sogou Search APP Users in December 2018
图3-7 Distribution of Sex of 360 Mobile Browser APP Users in December 2018
图3-8 Distribution of Age of 360 Mobile Browser APP Users in December 2018
图3-9 Distribution of Average Monthly Income of 360 Mobile Browser APP Users in December 2018
In 2018，the overall Mobile Search industry developed well, and the industry leaders continued to develop AI technology. As the data of iiMedia Research showed, the scale of China Mobile Search users has reached 685 million people in 2018, and the growth rate has been slow down. The built-in browser is the users’ first choice when searching information. As the data of iiMedia Research showed, 59.6% of the interviewed users prefer using built-in browser. Page advertisement and information security are major pain points in the development of the industry. Nearly 50% of the users hope platform could optimize these two aspects. ("2018-2019 China Mobile Search Engine Market Monitoring Report "full HD PDF version, click the download button at the bottom of the article to download the report.)
Here details are from the report:
Classification of Mobile Search
Mobile Search refers to the search of the general Internet on mobile terminals, so as to achieve high-speed and accurate access to information resources. Currently, mobile search is mainly applied in the fields of browser searching, search engine searching, and general functional searching.
Basic Workflow of Mobile Search
Characteristics of Mobile Search
2018 China Mobile Search Engine Market Dynamics
2018 China Mobile Search Engine Market Dynamics
User Scale of China Mobile Search Engine is Reaching 690 Million in 2018
Strategic Development Trend of Mainstream China Mobile Search Platform
Baidu and Sogou Remain Top 2 Most Preferred Search Engine in China
As the data of iiMedia Research showed, in the fourth quarter of 2018, Baidu topped the list of users’ most preferred brands in Chinese mobile search engine industry(42.5%), followed by Sogou(23.9%).
Browsers are Still the Preferred Search Channel for Most Mobile Search Users
As the data of iiMedia Research showed, 59.6% of the interviewed users preferred to use the built-in browsers when searching for information on mobile terminals, while 28.2% preferred to use the mobile APPs for searching. iiMedia Research consulting analyst believes that, users are more inclined to choose less step-requiring, less time-consuming, less website-hopping search channels when searching information on mobile phones or tablets.
Nearly 70% of the Users Think that Associative Terms for Searching are Relatively Accurate
Mobile search associative terms refer to the ones that automatically appear when users enter part of the keywords in the search bar, and would appear in the form of the expansion of keywords under the search bar. As the data of iiMedia Research showed, 67.4% of the interviewed users though that the associative terms were relatively accurate, and 43.7% often choose them directly. Meanwhile, 11.1% and 2.2% of the respondents rarely or never clicked on the associatively terms respectively.
Purposeful Search is Still the Primary Reason for Users Using Mobile Search Platforms
As the data of iiMedia Research showed, 59.7% of the interviewed users said that their main purpose of searching was to query for information about something when using mobile phones or tablets, while 50.8% queried about the explanation of a word or sentence. iiMedia Research consulting analyst believes that, most users use mobile search function with strong purpose currently. Optimizing the presentation of search results, accurately matching the search needs of users, can greatly enhance the search experience of users, and can improve their loyalty to the mobile search platform.
Cross-Software Search Demand has Great Market Potential
Cross-Software search refers to the users’ needs for multiple software-related information searches for the same thing. As the data of iiMedia Research showed, 58.6% of the interviewed users expressed their demands for cross-software search, of which 56.6% had the need for cross-software search in commodity information and 50.9% demanded for news information cross-software search. iiMedia Research consulting analyst believes that, the amount of the Internet information is enormous. The procedure for information collecting is time-consuming and its contents are scattered. Cross-Software search can achieve the collection of multiple software information, which belongs to the potential search demand and has huge market potential.
Page Ads and Information Security Become the Most Expected Aspects for Improving
As the data of iiMedia Research showed, 64.1% of the interviewed users were relatively satisfied with the searching experience on mobile terminals. The usage optimization that uses mostly expected to improve are page ads reducing and accounting information security enhancing, accounting for 51.7% and 51.0% of the respondents respectively. iiMedia Research consulting analyst believes that, it would be helpful for enhancing the publicity effect of ads information and users’ good impression of the platform if the search platforms could achieve precise advertising, providing faster searching experience, and intercepting malicious advertising to safeguard users’ account information better.
Baidu Upgrades Algorithms, Strengthens Platform Supervisions, and Improves User Experience
In 2018, Baidu Search improved the upgrade speed of algorithm, strengthened the content management of the platform from the technical level, standardized the industry ecology of download websites and supply and demand yellow pages B2B sites. It also chastised the problems of cheating, user data stealing, and malicious collecting. Baidu Search strived to create a high-quality mobile search eco-environment to provide better experience for users.
Baidu Launched Smart Mini Program
On July 4, 2018, Baidu officially launched its smart mini program. On September 25, applications for Baidu smart mini program are accessible. On December 20, the Baidu Smart Mini Program Open Source Alliance was formally established, and the first members included iQIYI, Kuaishou, Bilibili, etc. In the future, these enterprises will become and important access to the Baidu smart mini program by supporting its operation in their respective APP. “Smart mini program + Information flow” makes the access value for the search bar being more three-dimensional, deepening and one-stop. Leveraging the traffic of Baidu Search APP, mini program connect the users accurately, with the aid of Baidu AI services. At the same time, it brings dynamic creative nodes with imagination space, and users become deep interactive participants of nodes.
User Attribute Analysis of Baidu APP
Sogou Search Deeply Cultivate on Medical Search and Help Improve the Whole Nation Health
Since 2018, Sogou Search has launched a series of medical functions, such as overseas health information authoritative search, three armour doctors’ authoritative interpretation, medical guidance. It covers medical information from health science to practice guidance, and opens a new era of China health search. Sogou Medical Search the threshold for users to access authoritative medical information from experts and improves the convenience. As the result, the amount of medical search quires in Sogou mobile search has increased by 32% compared with last year.
Sogou Launched “AI Legal Consultation” to Lower the Threshold of Professional Services
Sogou Lawyer, a professional legal Q&A platform of Sogou Search, has launched a new function of “AI Legal Consultation”. It can imitate the multi-round dialogue between lawyers and clients through AI intelligent Q&A system, and provide free, practical, multi-field legal consultation services for users in real time, so as to promote the process of law popularization. iiMedia Research consulting analyst believes that, search services in vertical fields has greater development space in the future. For example, Sogou Search focused on the application of medical and legal related search services, which will effectively address user-oriented search needs. At the higher level of AI, AI-enabled human-computer intelligent interaction is different, and the search engines begin to differentiates. AI reserve resources of different companies are different currently, but the level and the application of AI technology in search scenarios will be the key to the competition in mobile search industry in the future.
User Attribute Analysis of Sogou Search APP
360 Search Developed "Tuke" and Create Quality Content Ecology through Its Three Core Functions
On July 30, 2018, 360 search launched original picture authentication platform "Tuke", signaling the first foray into the blockchain field. "Tuke" provides block chain copyright certification, flow capacity, the entire network of copyright protection for massive content creators. In addition, it connects with ten major product systems of 360, to help original authors get flow share income and protect the original content. iiMedia Research consulting analyst believes that, the search experience of users would be more inclined to quality content platform in the future. Copyright protection for the originators would in fact absorb a group of authors who focus on original content production, which is conductive to the platform remaining users with appreciation and consumption power, laying the foundation for 360 ecology innovation and prosperity.
User Attribute Analysis of 360 Mobile Browser APP
Tendency of China Mobile Search Engine Industry
The overall development of the industry is good,and there is still room for great growth
iiMedia Research consulting analyst believes that, the trend of the overall development of the industry is good, despite of the negative news that frequently appeared in the past. Search advertising promotion is effect-oriented. It on the one hand achieves attraction of the online users, and on the other hand, shapes the brand image through publicity and promotion. With the improvement of the quality of public life, the coverage rate of the mobile phones will become larger, and there is still large room for the promotion of mobile search advertising.
Diversified and lean development of information flow advertising
At present, the major forms of mobile search advertisement are open-screen advertisement, information flow advertisement and search advertisement. Among them, the implantation mode of the information flow advertisement is more moderate, more acceptable to users and better able to meet advertisers’ propaganda needs in content. iiMedia Research consulting analyst believes that, the information flow advertisement would still be the most popular form of advertising in the coming period, and would develop towards a more diversified and refined direction. On the one hand, it will be more diversified in the presentation of advertising and material style, on the other hand, it will be more refined in directional push based on the data management system.
Taking technology as the core and achieve differential development
Mobile search has a higher dependence and cohesion on users. Because of the particularity of the usage scenarios and the limitation of mobile terminals, users’ mobile searching experience is more sensitive and their focus on content is higher. iiMedia Research consulting analyst believes that, the key of the industry development in the future is still technology, including the presentation of search contents, algorithm optimization, database maintenance and so on. At the same time, the trend of differential development in the industry will be more obvious.
Develop along in the mobile and PC search
Users have different usage habits on the two terminals, but mobile search and PC search complement each other in their usage scenarios, functions and characteristics. iiMedia Research consulting analyst believes that, strengthening the interaction design between mobile and PC search pages can provide users with a better use experience, which is conducive to their mutual development.
iiMedia Research(艾媒咨询)是全球知名的新经济产业第三方数据挖掘和分析机构，2007年诞生于广州，在广州、香港、北京、上海、硅谷设有运营和分析机构。 艾媒咨询致力于输出有观点、有态度、有结论的研究报告，以权威第三方实力，通过艾媒大数据决策和智能分析系统，结合具有国际化视野的艾媒分析师观点，在产业数据监测、调查分析和趋势发展等方向的大数据咨询具有丰富经验。 艾媒每年公开或定制发布新经济前沿报告超过2000份，覆盖了人工智能、新零售、电商、教育、视频、生物、医疗、音乐、出行、房产、营销、文娱、传媒、金融、环保与公共治理等领域，通过深入数据挖掘，通过数学建模，分析推理与科学算法结合，打造有数据、有理论支撑的大数据分析成果。 艾媒咨询的数据报告、分析师观点平均每天被全球超过100家主流媒体，1500家(个)自媒体、行业KOL引用，覆盖语言类型包括中、英、日、法、意、德、俄、阿等约二十种主流官方版本。
艾媒是广东省大数据骨干培育企业(广东省工业和信息化厅评定)、广州市创新标杆企业（广州市人民政府办公厅评定）、广州市首批人工智能入库企业（广州市工业和信息化委员会评定）、广州市“两高四新”企业（广州市工业和信息化局评定）。 基于公司独立自主研发的“中国移动互联网大数据挖掘与分析系统(CMDAS)”（广东省科技计划重大专项），艾媒建立了互联网运营数据、企业舆情和商情、用户属性和行为偏好、零售数据挖掘、广告效果、商业模式与商业趋势等多维度的数据监测体系，累计成功为超过2000家机构、企业提供常年大数据咨询服务。 艾媒也是中国科协九大代表年度优秀研究项目、广州市先进制造业创新发展项目、广州市建设国家级科技思想库研究课题等重大课题的承担单位。