This report gives us many figures to understand the mobile search market in the beginning of 2016. The market penetration of the different search engine, how the contents are searched in the mobile and when users like to search in mobile and other interesting results have been presented in these report.
This report gives us many figures to understand the mobile search market in the beginning of 2016. The market penetration of the different search engine, how the contents are searched in the mobile and when users like to search in mobile and other interesting results have been presented in these report. I do not want to list them one by one but just highlight some key facts to help optimize the SEM mobile strategy.
But first let me conclude some key facts:
Baidu is still the No.1 search engine in mobile market
News, Transpiration, Travelling and Finance are the top 4 popular contents
Browser is still the main way for mobile search, but search engine apps catch up.
UC browser is the No.1 browser
Over 50% of users will use mobile for search over 10 times per day.
42% internet user will spend around 16-30 minutes for each search
People use mobile for search mainly in rest, before sleep and after waking up
And then I will talk something that might have influence on your SEM mobile strategy.
The market penetration
Different from PC where Baidu and 360 are leading the market, the competition in mobile is more complicated and diverse because of the mobility and fragmentation of mobile.
Though Baidu is still the top 1 in the market, but Shenma and Sogou has already followed up. Shenma will rely on the database of Alibaba to have the access of its amazing database. And Sogou was bought by Tecent to have access to the wechat database. Sogou and Shenma will depend on the innovation and the strong database of Tecent and Alibaba to differentiate from Baidu.
It is good, but I do not suggest investing or setting a universal strategy for all the search engines. It is better to understand the customer segmentation of your brands and the search engine first. For example, Shenma has a large group of younger users, and if your customer segmentation is quite old, I do not suggest wasting the money in this search engine.
And if social media especially wechat advertisement is in your new proposal, I strongly suggest investing in Sogou for its shared database with Wechat. And the data in the Sogou will also provide you with more precise data to help the social media advertisement.
Popular Search Inquiry Content
If we look at the content users like to search, you will also find some things to help you make the budgets plan for each search engine. Let me make an example of travelling: 48.7% in Baidu, 61.9% in Shenma, 40.9% in Sogou and 16.8% in Google will search travel. Well, if you have enough money to burn, welcome to all the channels. But if you have limited budgets, in this case, Shenma will be your first choose.
Also you can make some combos in your multi channel strategy. You can use Baidu as your main channel in pc while you use Shenma in mobile, there is no paradox.
Searching Time – Fragment
When people will use mobile for the search, will the No.1 is breaking time. This term is very tricky. But it can present one thing, the times for the mobile search is more fragmental. Thousands of people have thousands searching time. And that is the difficult for the mobile to do the analysis for the fragmental searching. That is one of the reason the e-commerce CVR is quite lower in the mobile side. In this report, majority of the each search will maintain 16-30minutes. I guess it might be very difficult for a customer to finish the whole customer journey in 30 minutes.
If you are an e-commerce company with responsive mobile site, a good solution is to set the different objectives or the KPIs based on the time. Normally before the sleep has a higher CVR than the other periods. For example if your assist/direct attributor time gap is 19:00 at night. So before the 19:00 is quantity-reach and after 19:00 is quality-reach.
If you are an e-commerce company with non-responsive site, it is better just to set the branding and quantity –reach for the objectives.
If you are a non e-commerce websites, just branding and quantity reach.