Baidu Beats Out Sina
22nd August 2007
In a sampling of 2461 Female online consumers are picking Baidu over Sina as their homepage more than ever.
| Top 5 Home Pages of Unique Female Chinese Respondents,September 2006 | |
| Site | |
| Baidu | 23.7% |
| Sina | 21.2% |
| Netease | 16.8% |
| Misc. Other | 16.3% |
| 10.1% | |
In the older demographic, we are seeing that Sina demands a higher share of home pages, but the youth are speaking out and amongst them, Baidu is clearly coming out ahead.
| Top 5 Home Pages of Female Chinese Users Under 25, September 2006 | |
| Site | |
| Baidu | 29.2% |
| Sina | 17.6% |
| Misc. Other | 16.4% |
| Netease | 15.4% |
| 9.7% | |
| Top 5 Home Pages of Female Chinese Users Over 25, September 2006 | |
| Site | |
| Sina | 24.0% |
| Baidu | 18.8% |
| Netease | 18.3% |
| Misc.Other | 16.3% |
| 10.0% | |
Baidu offers a clean, simple, and powerful search engine similar to Google, which carries a 10% share of home pages across both age demographics. However, it is finely tuned to the Chinese market, much more so than Google tends to be most of the time. As this survey is still ongoing, we expect to see some interesting trends show up in terms of buying habits and regional markets associated with Sina and Baidu users. Surfing habits show a clear trend towards content at this time.
| Top 5 Women’s Websites of Female Chinese With Baidu as their homepage, September 2006 | |
| Women’s Websites | |
| Sina–Women | 34.4% |
| Netease–Women | 16.4% |
| Rayli Women’s web | 15.4% |
| Sohu Women | 13.7% |
| QQ-Women | 6.5% |
| Top 5 Women’s Websites of Female Chinese With Sina as their homepage, September 2006 | |
| Women’s Websites | |
| Sina–Women | 65.2% |
| Rayli Women’s web | 12.6% |
| Sohu Women | 8.2% |
| Netease–Women | 3.6% |
| QQ-Women | 3.6% |
Unsurprisingly, respondents who have their home page set to Sina.com prefer to view Sina’s content. Oddly though, is that Sina’s Women’s site also commands a large share of Baidu users.
Despite the specific demographic, there is one thing that appears to be common for all respondents, they want more discount coupons offered through the web, they also want more venues for beauty and personal discussion.