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Search traffic leaps 33 per cent in Asia-Pacific
by Kenny Lim
4-Nov-09, 10:41
ASIA-PACIFIC - The region's internet users have raised their search activity considerably, with 33 per cent more searches made in the 12 months to September than in the same period a year earlier.
A total of 38.6 billion searches were made between September 2008 and September 2009, according to a new analysis by comScore. In September, there were an average of about 88 searches per person across the region.
Google ranked as the top search destination in APAC, commanding 44.1 per cent share, accumulating nearly 17 billion searches on its sites. Chinese giant Baidu followed with 8.2 billion searches (21.3 per cent share), while Yahoo grabbed third spot with 5.3 billion searches (13.8 per cent share).
Top 10 search properties in Asia-Pacific by number of searches:
| |
Searches (million) |
Share of searches |
Searches per user |
| Google |
16,997 |
44.1% |
58.5 |
| Baidu |
8,228 |
21.3% |
44.5 |
| Yahoo |
5,340 |
13.8% |
41.3 |
| NHN |
1,959 |
5.1% |
80.5 |
| Microsoft |
1,093 |
2.8% |
9.5 |
| Lycos |
997 |
2.6% |
51.0 |
| Alibaba.com |
949 |
2.5% |
15.6 |
| Tencent |
790 |
2.0% |
8.6 |
| Facebook |
259 |
0.7% |
8.0 |
| Sohu.com |
230 |
0.6% |
8.9 |
Google was also the search market leader in six individual markets: Australia, India, Japan, Malaysia, New Zealand and Singapore. Yahoo captured the majority share of searches in Hong Kong (58.9 per cent) and Taiwan (65.4 per cent).
Local search brands triumphed over multinational brands in China and South Korea, with Baidu claiming 63 per cent share of searches performed in China, and Naver's operator NHN Corporation capturing 49.3 per cent of queries in Korea.
Top search property by market:
| Australia |
Google 83.4% |
| China |
Baidu 63.0% |
| Hong Kong |
Yahoo 58.9% |
| India |
Google 89.1% |
| Japan |
Google 47.5% |
| Malaysia |
Google 71.1% |
| New Zealand |
Google 80.5% |
| Singapore |
Google 72.3% |
| South Korea |
NHN Corporation 49.3% |
| Taiwan |
Yahoo 65.4% |
“The competition between local and global brands to capture search market share around the world continues to be an ongoing battle,” said Will Hodgman, comScore's executive vice-president for Asia-Pacific. “As multinational brands continue to expand across borders, understanding the online behaviors and preferences of local audiences will be a central component to implementing successful digital marketing strategies that capitalise on this lucrative and growing market.”
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