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CNNIC Released The Thirty-Third Statistical Report On China'S Internet Development.
< p > January 16th, the China Internet Network Information Center (CNNIC) released the thirty-third statistical report on China's Internet development (hereinafter referred to as the "report"). The report shows that as of December 2013, the number of Internet users in China reached 618 million, and the number of mobile Internet users reached 500 million, accounting for 81% of the total number of Internet users. < /p >
< p > strong > 1. Search engine: search products, market segments and terminal devices to change user search habits < /strong > /p >
< p > < < a href= "http://www.91se91.com/news/index_c.asp > > CNNIC > /a >" 2013 Chinese netizens Search Behavior Research Report "shows that in 2013, the comprehensive search engine is still the most basic search tool for netizens. In the past six months, the proportion of search users using comprehensive search websites reached 98%. < /p >
< p > < strong > (1) the semi closed loop state of China's search engine industry is forming < /strong > < /p >.
< p > the semi closed loop state of search engine industry is that some of the results of search engines refer to their related content rather than external website resources. With the deepening of competition in search engine industry, search engines are speeding up R & D of related content products, and at the same time, using their own advantages of search engines to import traffic to expand business scale, enhance entry barriers and gain competitive advantages. < /p >
< p > search > a href= "http://www.91se91.com/news/index_c.asp" > engine industry < /a > half closed loop state concrete performance: first, search engine enterprises use their own advantages to develop search results products. At present, many search engines have launched encyclopedia, knowledge, library, experience, Q & A, knowledge map and other products, so that users can directly turn to these products after search and find the information they need. Second, search engine companies develop vertical products and use search engines to import traffic. In the main search engines, many enterprises have introduced music, map, reading, tourism, application channels, game channels, post bar, space, software, shopping, materials and other products, using the advantages of search engine diversion, and achieved a higher market share. Third, expand the scope of its own closed loop industry through mergers and acquisitions or holding other vertical industries. In the main search engines, websites such as web site navigation, online travel, application distribution, music, video, literature and so on have been merged. < /p >
< p > the formation of semi closed loop of search engine industry is prompted by three reasons: first, expanding business scope to expand business scale is the main reason. Although the search engine has strong liquidity, its scale is limited. If the enterprise wants to further develop, it is necessary to extend the new business to other vertical industries if the conditions permit. Second, it is also important to search for the promotion of Internet users' needs. The main purpose of search engine is to help users find the information they need, and the search results that simply appear are difficult to meet the needs of netizens by grasping the content of other web pages. Therefore, it is necessary to manually collate and edit, so that search users can find their requests faster. Finally, industry competition is also an important reason. It is one of the important driving forces for search engines to develop their products by improving their own products, preventing other search engines from grabbing, and increasing barriers to entry. < /p >
< p > < strong > (two) mobile phone search input mode is more and more abundant. Voice and two-dimensional code scanning has become an important search entry < /strong > /p >
< p > according to CNNIC's 2013 China search engine < a href= "http://www.91se91.com/news/index_c.asp > > Market Research < /a > report, compared with 2012, in 2013, Internet users used mobile phone search methods to make obvious changes, showing that the proportion of Internet users using two dimensional code scanning input and voice input to search significantly increased. Among them, the percentage of mobile phone users who used the two-dimensional code scanning input to search increased from 7.9% to 25.1%, an increase of 17.2 percentage points. The proportion of mobile phone users who had used voice input to search increased from 12.7% to 22.1%, an increase of 9.4 percentage points. In 2013, part of the input method integrated voice and two-dimensional code scanning input function, plus many instant messaging, micro-blog and other APP also gathered these input functions, which led users to use these new input methods, and in search of information when used. < /p >
< p > < strong > (three) the difference between Internet users and PC users is less than /strong.
< p > < strong > search scenario differences: < /strong > < /p >
< p > according to the CNNIC Research Report on Internet users' search behavior in 2013, from the search scenario of computers and mobile phones, the most common way of searching through computers is to understand the relevant contents of work and study, followed by "understanding the information of interest". And the most widely searched through mobile phone is "understanding information of interest". Mobile search is mainly based on fragmented time. Therefore, compared with the computer terminals, the information of cell phone search is relatively less related to work learning, and the relationship with life entertainment is relatively large. < /p >
< p > in addition, when searching for neighbors / friends, the proportion of mobile phone search is higher than that of computer search, mainly because of the unique location function of mobile phone search, so that some search users often see friends around the phone by positioning, making the function relatively high. < /p >
P > strong > < /strong > < /p >
< p > < < a href= > http://www.91se91.com/news/index_c.asp > > CNNIC > /a > 2013 Research Report on Chinese netizens' search behavior shows that news search is ranked first in computers and mobile phones. News is still the most frequently searched content of netizens, but the proportion of Internet users searching for music and video on the computer side is higher than that of mobile phones, mainly after listening to music or video search. < /p >
< p > netizens search for novels and other literary works at the mobile phone end are higher than computer terminals. Novels and other literary works are suitable to watch on small screen mobile phones in fragmented time, thus gaining the favor of mobile phone users. < /p >
< p > it is worth mentioning that although the percentage of mobile phone users searching for mobile phones is higher than that of computer terminals, 28% of Internet users search for mobile applications through computers, and install mobile applications directly from computers through mobile phone assistants and other software. < /p >
< p > < strong > (four) mobile phone users preferred a search engine factor < /strong > /p >
< p > relative to computer side search, mobile phone search share is more decisive, search entry and channel are more complex, which makes mobile search competition more open. < /p >
There are five categories: 1. customary factors: that is, users often use the same search engine on the computer, and the same search engine is used on the mobile phone; 2., tools guide factors: various tools guide users to use a search engine, such as mobile phone, navigation, and other websites default search engine; 3., search experience class factors: refers to the feeling and evaluation of Internet users in search engine process, such as accuracy, security, convenience and so on; 4. brand and emotional factors: that is, the perception of a search engine brand and other emotions, such as brand awareness, reputation, national sentiment, 5. Internet users knowledge and other factors: the richness of Internet users' knowledge and other factors, including the richness of Internet users' knowledge, and the frequency of Internet users using search engines. < p >, on the whole, decide the factors that users choose the first search engine. The overall determinants are shown below: < /p >
< p > according to the Research Report of China search engine market in 2013, according to CNNIC's Research Report on China's search engine market, the following factors are decided: first, the choice of the brand on the mobile phone side has the greatest influence on the choice of mobile terminals. 74.3% of the mobile Internet users answered the "computer habit extension", followed by the search experience, including high search matching, better operation experience, faster search speed, higher security, less advertising and so on, and the proportion of selection was more than 44%. Once again, the proportion of the tool selection, including browser, mobile phone preloading, navigation website providing search box, and so on, accounted for over 40%; finally, the corporate image, brand awareness, national sentiment and other factors also had certain effects on the choice of mobile phone users. < /p >
In order to win the market share on the mobile phone end, we need to work hard in the following aspects: strengthen the habit of users' computer terminals, develop the front-end tools for search and diversion, improve the quality of search engine products, enhance the brand influence, and guide the use of new search people in P. < /p >
< p > strong > 1. Search engine: search products, market segments and terminal devices to change user search habits < /strong > /p >
< p > < < a href= "http://www.91se91.com/news/index_c.asp > > CNNIC > /a >" 2013 Chinese netizens Search Behavior Research Report "shows that in 2013, the comprehensive search engine is still the most basic search tool for netizens. In the past six months, the proportion of search users using comprehensive search websites reached 98%. < /p >
< p > < strong > (1) the semi closed loop state of China's search engine industry is forming < /strong > < /p >.
< p > the semi closed loop state of search engine industry is that some of the results of search engines refer to their related content rather than external website resources. With the deepening of competition in search engine industry, search engines are speeding up R & D of related content products, and at the same time, using their own advantages of search engines to import traffic to expand business scale, enhance entry barriers and gain competitive advantages. < /p >
< p > search > a href= "http://www.91se91.com/news/index_c.asp" > engine industry < /a > half closed loop state concrete performance: first, search engine enterprises use their own advantages to develop search results products. At present, many search engines have launched encyclopedia, knowledge, library, experience, Q & A, knowledge map and other products, so that users can directly turn to these products after search and find the information they need. Second, search engine companies develop vertical products and use search engines to import traffic. In the main search engines, many enterprises have introduced music, map, reading, tourism, application channels, game channels, post bar, space, software, shopping, materials and other products, using the advantages of search engine diversion, and achieved a higher market share. Third, expand the scope of its own closed loop industry through mergers and acquisitions or holding other vertical industries. In the main search engines, websites such as web site navigation, online travel, application distribution, music, video, literature and so on have been merged. < /p >
< p > the formation of semi closed loop of search engine industry is prompted by three reasons: first, expanding business scope to expand business scale is the main reason. Although the search engine has strong liquidity, its scale is limited. If the enterprise wants to further develop, it is necessary to extend the new business to other vertical industries if the conditions permit. Second, it is also important to search for the promotion of Internet users' needs. The main purpose of search engine is to help users find the information they need, and the search results that simply appear are difficult to meet the needs of netizens by grasping the content of other web pages. Therefore, it is necessary to manually collate and edit, so that search users can find their requests faster. Finally, industry competition is also an important reason. It is one of the important driving forces for search engines to develop their products by improving their own products, preventing other search engines from grabbing, and increasing barriers to entry. < /p >
< p > < strong > (two) mobile phone search input mode is more and more abundant. Voice and two-dimensional code scanning has become an important search entry < /strong > /p >
< p > according to CNNIC's 2013 China search engine < a href= "http://www.91se91.com/news/index_c.asp > > Market Research < /a > report, compared with 2012, in 2013, Internet users used mobile phone search methods to make obvious changes, showing that the proportion of Internet users using two dimensional code scanning input and voice input to search significantly increased. Among them, the percentage of mobile phone users who used the two-dimensional code scanning input to search increased from 7.9% to 25.1%, an increase of 17.2 percentage points. The proportion of mobile phone users who had used voice input to search increased from 12.7% to 22.1%, an increase of 9.4 percentage points. In 2013, part of the input method integrated voice and two-dimensional code scanning input function, plus many instant messaging, micro-blog and other APP also gathered these input functions, which led users to use these new input methods, and in search of information when used. < /p >
< p > < strong > (three) the difference between Internet users and PC users is less than /strong.
< p > < strong > search scenario differences: < /strong > < /p >
< p > according to the CNNIC Research Report on Internet users' search behavior in 2013, from the search scenario of computers and mobile phones, the most common way of searching through computers is to understand the relevant contents of work and study, followed by "understanding the information of interest". And the most widely searched through mobile phone is "understanding information of interest". Mobile search is mainly based on fragmented time. Therefore, compared with the computer terminals, the information of cell phone search is relatively less related to work learning, and the relationship with life entertainment is relatively large. < /p >
< p > in addition, when searching for neighbors / friends, the proportion of mobile phone search is higher than that of computer search, mainly because of the unique location function of mobile phone search, so that some search users often see friends around the phone by positioning, making the function relatively high. < /p >
P > strong > < /strong > < /p >
< p > < < a href= > http://www.91se91.com/news/index_c.asp > > CNNIC > /a > 2013 Research Report on Chinese netizens' search behavior shows that news search is ranked first in computers and mobile phones. News is still the most frequently searched content of netizens, but the proportion of Internet users searching for music and video on the computer side is higher than that of mobile phones, mainly after listening to music or video search. < /p >
< p > netizens search for novels and other literary works at the mobile phone end are higher than computer terminals. Novels and other literary works are suitable to watch on small screen mobile phones in fragmented time, thus gaining the favor of mobile phone users. < /p >
< p > it is worth mentioning that although the percentage of mobile phone users searching for mobile phones is higher than that of computer terminals, 28% of Internet users search for mobile applications through computers, and install mobile applications directly from computers through mobile phone assistants and other software. < /p >
< p > < strong > (four) mobile phone users preferred a search engine factor < /strong > /p >
< p > relative to computer side search, mobile phone search share is more decisive, search entry and channel are more complex, which makes mobile search competition more open. < /p >
There are five categories: 1. customary factors: that is, users often use the same search engine on the computer, and the same search engine is used on the mobile phone; 2., tools guide factors: various tools guide users to use a search engine, such as mobile phone, navigation, and other websites default search engine; 3., search experience class factors: refers to the feeling and evaluation of Internet users in search engine process, such as accuracy, security, convenience and so on; 4. brand and emotional factors: that is, the perception of a search engine brand and other emotions, such as brand awareness, reputation, national sentiment, 5. Internet users knowledge and other factors: the richness of Internet users' knowledge and other factors, including the richness of Internet users' knowledge, and the frequency of Internet users using search engines. < p >, on the whole, decide the factors that users choose the first search engine. The overall determinants are shown below: < /p >
< p > according to the Research Report of China search engine market in 2013, according to CNNIC's Research Report on China's search engine market, the following factors are decided: first, the choice of the brand on the mobile phone side has the greatest influence on the choice of mobile terminals. 74.3% of the mobile Internet users answered the "computer habit extension", followed by the search experience, including high search matching, better operation experience, faster search speed, higher security, less advertising and so on, and the proportion of selection was more than 44%. Once again, the proportion of the tool selection, including browser, mobile phone preloading, navigation website providing search box, and so on, accounted for over 40%; finally, the corporate image, brand awareness, national sentiment and other factors also had certain effects on the choice of mobile phone users. < /p >
In order to win the market share on the mobile phone end, we need to work hard in the following aspects: strengthen the habit of users' computer terminals, develop the front-end tools for search and diversion, improve the quality of search engine products, enhance the brand influence, and guide the use of new search people in P. < /p >
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