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White Paper Summary: Chinese Search Engine Engagement

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Do Chinese Users Search the Internet Differently than North American Users?

Comparing the two search engines predominantly used by Chinese searchers – Baidu and Google.cn – Enquiro sought to answer the following questions with an eye tracking study using Chinese students:

Is search interaction unique to different cultures, languages, alphabets and reading patterns?
Which search engine do Chinese searchers prefer?
Do Chinese searchers view organic and sponsored listings in the same way that North American searchers do?

Do free MP3 downloads, affinity to a Chinese search engine and the 2002 hijacking and redirection, by the Chinese government, of the Google.cn domain, secure Baidu’s place as the most effective search engine in China?

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Gord Hotchkiss "Enquiro's BuyerSphere research found a very interesting difference in behavior between those under the age of 30 and those over 30. They interacted with online in significantly different ways "

Gord Hotchkiss
President and CEO 
Enquiro

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