Statistics about China online advertising in 2011. Revenue, market share and breakdown. Focus on search market. Review of most popular search engines in China.

1. CHINA ONLINE ADVERTISING & SEARCH
Shanghai, China | January 2012
www.them.pro

2. 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
2012-01-31 2011 China Online Advertising & Search - www.them.pro 2

3. CHINA ONLINE ADVERTISING & SEARCH
 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
2012-01-31 2011 China Online Advertising & Search - www.them.pro 3

4. CHINA INTERNET ECONOMY
China Internet Market Revenue (2010-2011)
Billion Yuan
70 62.2
60 52.3
50 44.5
40.4
40 35
30.8
30
20
10
0
2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2
Source: iResearch, July 2011
2012-01-31 2011 China Online Advertising & Search - www.them.pro 4

5. CHINA INTERNET ECONOMY
China Internet Market Breakdown (2010-2011)
12.0% 12.5% 12.3% 10.4% 10.4% 10.7%
11.5% 10.5% 11.8% 12.3% 12.5%
14.6%
7.7% 7.7% 7.5% 6.1% 7.0%
6.2% Others
17.6% 15.2%
21.8% 21.2% 20.3% Mobile Internet
24.3%
10.3% 10.7% Search Engine
14.3% 13.6%
13.1%
14.9% Online Gaming
Online Display
43.3% 43.9%
29.8% 31.6% 34.0% 36.4% E-Commerce
2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2
Source: iResearch, July 2011
2012-01-31 2011 China Online Advertising & Search - www.them.pro 5

6. CHINA ONLINE ADVERTISING
China Online Advertising Revenue (2006-2015)
Billion Yuan
200 187.3
150 142.7
107.1
100 79.1
51.2
50 32.5
17 20.7
6.1 10.6
0
2006 2007 2008 2009 2010 2011 2012e 2013e 2014e 2015e
Source: iResearch, January 2012
2012-01-31 2011 China Online Advertising & Search - www.them.pro 6

7. CHINA ONLINE ADVERTISING
China Online Advertising Revenue (2010-2011)
Billion Yuan
12 11
10 9.4
8.9 8.6
7.9
8
6
6
4
2
0
2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2
Source: iResearch, July 2011
2012-01-31 2011 China Online Advertising & Search - www.them.pro 7

8. CHINA ONLINE ADVERTISING
China Online Advertising Breakdown (2010-2011)
6.6% 5.9% 6.1% 5.9% 6.7% 6.4%
3.0% 4.0% 4.4% 4.3% 3.7% 5.1%
4.8% 6.3% 7.1% 6.9% 6.5% 7.2%
7.4% 7.4% 7.4% 6.8% 7.7% 7.4%
Others
32.2%
34.0% 35.0% 35.6% 37.5%
Video
39.4%
Rich media
Vertical search
Search engine
46.0% 42.4% 40.0% 39.5% 37.9% 34.5% Online display
2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2
Source: iResearch, July 2011
2012-01-31 2011 China Online Advertising & Search - www.them.pro 8

9. CHINA ONLINE ADVERTISING
China Online Advertisers (2011 H1)
38.3%
13.9%
11.8% 11.4% 11.1%
3.7% 3.1% 2.9% 2.0% 1.8%
Source: CNNIC, July 2011
2012-01-31 2011 China Online Advertising & Search - www.them.pro 9

10. CHINA ONLINE ADVERTISING
China Most Viewed Online Ads (2011 H1)
40.1%
36.4%
28.8% 28.4% 28.4%
25.9%
21.9%
19.3% 18.4%
9.4% 9.4%
Source: DCCI, July 2011
2012-01-31 2011 China Online Advertising & Search - www.them.pro 10

11. CHINA SEARCH MARKET
China Search Engine Market Revenue (2010-2011)
Billion Yuan
100
87.6
80
61.3
60
42
40
28.3
18.8
20 11
2.9 5 7
0.9 1.4
0
2005 2006 2007 2008 2009 2010 2011 2012e 2013e 2014e 2015e
Source: iResearch, January 2012
2012-01-31 2011 China Online Advertising & Search - www.them.pro 11

12. CHINA SEARCH MARKET
Search Engine Market Share by Query (Nov. 2011)
Bing Yahoo China
0,21% Others
Youdao 0,49%
3,68%
0,37%
Soso
3,51%
Sogou
5,53%
Google China 5.79%
Baidu
80,42%
Source: CNZZ, November 2011
2012-01-31 2011 China Online Advertising & Search - www.them.pro 12

13. CHINA SEARCH MARKET
Search Engine Market Share by Revenue (2011 Q2)
Soso
Sogou Youdao
0,70%
1,60% 0,40%
Google China
20,15%
Baidu
77,15%
Source: iResearch, July 2011
2012-01-31 2011 China Online Advertising & Search - www.them.pro 13

14. SEARCH ENGINES IN CHINA
Baidu.com
Description
Baidu.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.
Founded
In 2000 by Robin Li and Eric Xu
Headquarters
Beijing, China
Global Alexa Rank
5th (Dec. 2011)
2012-01-31 2011 China Online Advertising & Search - www.them.pro 14

15. SEARCH ENGINES IN CHINA
Google.cn
Description
Google.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.
Founded
In 2005
Headquarters
Beijing, China
Global Alexa Rank
132nd (Dec. 2011)
2012-01-31 2011 China Online Advertising & Search - www.them.pro 15

16. SEARCH ENGINES IN CHINA
Sogou.com
Description
Sogou.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.
Founded
In 2004
Headquarters
Beijing, China
Global Alexa Rank
117th (Dec. 2011)
2012-01-31 2011 China Online Advertising & Search - www.them.pro 16

17. SEARCH ENGINES IN CHINA
Soso.com
Description
Soso.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.
Founded
In 2006
Headquarters
Shenzhen, Guangdong, China
Global Alexa Rank
36th (Dec. 2011)
2012-01-31 2011 China Online Advertising & Search - www.them.pro 17

18. SEARCH ENGINES IN CHINA
Youdao.com
Description
Youdao.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.
Founded
In 2007
Headquarters
Beijing, China
Global Alexa Rank
262nd (Dec. 2011)
2012-01-31 2011 China Online Advertising & Search - www.them.pro 18

19. SEARCH ENGINES IN CHINA
Bing.com
Description
Bing.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”.
Founded
In 2009
Headquarters
Redmond, Washinghton, USA
Global Alexa Rank
26th (Dec. 2011)
2012-01-31 2011 China Online Advertising & Search - www.them.pro 19

20. SEARCH ENGINES IN CHINA
Yahoo.cn
Description
Yahoo.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.
Founded
In 2007
Headquarters
Beijing, China
Global Alexa Rank
2,559th (Dec. 2011)
2012-01-31 2011 China Online Advertising & Search - www.them.pro 20

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