The following data shows the most recent search engine market shares for finding websites in China, derived from GA4 and Baidu Analytics of our B2B clients, where users primarily rely on desktop/laptop for research in this segment.
Baidu continues to lead the search engine market in China with 45.37% of the share, followed by Bing at 33.26% and Google at 10.26%. This represents a significant shift compared to our Spring 2023 data, where Bing held just 4.63% and Google 4.61%, while Baidu dominated with 90%. It’s important to note that this data is not from Statcounter, and we do not use Statcounter data due to its limitations in accurately representing the Chinese market (read more here: Statcounter China – where the data falls short).
Search engine market shares in China explained
A lot of people in China, yeah, they’re mostly using their smartphones and apps like WeChat or Xiaohongshu to find stuff—whether it’s topics, content, or whatever.
But let’s not write off the good old websites just yet. Despite what some social media consultants might say, websites and the search engines that help people find them are still very much alive. And when it comes to searching for websites, Baidu is still the big player in China. They even call it the “Google of China.”
Sure, at first glance, it does seem like Baidu is just China’s version of Google. But the reality? Totally different rules when it comes to getting the best results out of Baidu.
And you know what? Bing is actually getting pretty big too, especially for businesses and professional searches. Crazy, right? And here’s the kicker—even Google is making a bit of a comeback, despite being blocked in China.
More and more people in China are using VPNs to access it. Some of them are even showing up as Chinese users in Google’s Search Console data, but others? Well, they’re “officially” coming from places like Hong Kong, Taiwan, Singapore, South Korea, or even the U.S.—but they’re definitely still sitting in China.
Historical Data & Market Share Trends Over Time
When looking at the historical trends of search engine market shares in China, it’s clear that Baidu has consistently led the market, though its dominance has fluctuated over the years. CNZZ and CNNIC are the official sources we’ve turned to for reliable data. However, one challenge is that this data hasn’t been consistently reported every year and has become more sparse in recent years. CNZZ, for instance, has not provided continuous data for several years now.
In the past, we also relied on Statcounter for market share data, but by 2023, we realized that its data for China is unreliable. The problem with Statcounter is that it collects data from too few websites in China, making the sample size insufficient to represent the true search engine landscape. At one point, Statcounter even showed Yandex as a major search engine in China, which further raised red flags for us. So, we’ve stopped using Statcounter data for China entirely—avoiding it like the devil avoids butterflies and rainbows.
Instead, we now base our analysis on Google Analytics (GA4) and Baidu Tongji data from our clients. But here’s the catch: we only consider clients who have purely Chinese-language websites targeting the Chinese market. We avoid including data from multilingual sites, as it could distort the results. With a strong pool of such clients, we trust this data far more than the questionable numbers from Statcounter, where the sources of their data are often unclear.
Here’s a summary of the historical data we’ve collected over the years:
As you can see, Baidu’s market share has fluctuated, peaking at around 90% in 2023 before dropping to 45.73% in 2024. Meanwhile, Bing has seen remarkable growth, rising from just 4.63% in 2023 to 33.26% in 2024. Similarly, Google—despite being blocked in China—has increased its presence, thanks to users accessing it via VPNs. This reflects the evolving nature of China’s search engine market, where more players are starting to gain traction alongside Baidu.
Frequently Asked Questions (FAQs)
Which search engine has the highest market share in China?
In 2024, Baidu continues to lead the search engine market in China with a 45.73% share across all platforms. Bing follows closely with 33.26%, marking significant growth. Google holds 10.26% of the market, despite being officially blocked in the country. Yahoo has a small share at 0.91%, while Qihoo (also known as 360search, Haosou, or so.com) accounts for 0.77%. Sogou rounds out the list with a 0.42% share.
Search engine market share in China, Summer 2024:
- Baidu: 45.73%
- Bing: 33.26%
- Google: 10.26%
- Yahoo: 0.91%
- Qihoo / 360search / Haosou / so.com: 0.77%
- Sogou: 0.42%
What is China’s main search engine?
Baidu is the most used search engine in China, controlling 45.73 percent of China’s market share. It’s often compared to Google but operates differently with a focus on the Chinese language and market.
What is Baidu’s market share?
Baidu currently holds about 45.37% of the market. It used to be as high as 90%, but competition has been growing.
Why is Baidu more popular than Google in China?
Baidu is more popular than Google in China for several reasons. As a Chinese company, Baidu fully complies with local laws and censorship, giving it the freedom to operate without restrictions, while Google is blocked. This undoubtedly benefits Baidu, as it faces no direct competition from Google within the country. Additionally, Baidu has a deeper understanding of the Chinese language and culture, allowing it to optimize its search results to better meet the needs of local users. That said, the number of users accessing Google via VPN has been growing recently, though it still remains a small percentage compared to Baidu’s user base.
Which country uses Baidu the most?
Baidu is the dominant search engine in China, with over 45% market share. It’s specifically designed for the Chinese market, making it the go-to search engine for users in China. While its usage is mostly limited to China, it remains essential for companies looking to reach Chinese consumers online.
Does China use Google?
Google is officially blocked in China, so it doesn’t have the strong presence there that it enjoys in most other countries. However, despite the restrictions, around 10% of the market share in China still goes to Google, largely due to users accessing it via VPNs. While Baidu remains the dominant search engine, the number of people in China finding ways to use Google has been steadily growing.
Is Bing popular in China?
Bing is the second most popular search engine in China, with over 30% of the market share, making it a significant player, especially on desktops. Unlike Google, which is blocked in China, Bing remains accessible by complying with Chinese regulations. Its rise in popularity is a big shift from just a few years ago, as it now serves as the dominant Western search engine in the country. However, this success has come with compromises, as Bing must follow local rules to remain available in the Chinese market.
What is China’s top search engine?
Baidu is the most popular search engine in China, often compared to Google in the Western world. As one of the first search engines in China, it has maintained its leading position over the years, holding the largest market share. While other players like Bing are gaining ground, Baidu remains the dominant search engine for Chinese users.
Does Hong Kong use Baidu?
Unlike mainland China, Google is freely accessible in Hong Kong, making it the preferred search engine for most people living there. However, some Mainland Chinese residents in Hong Kong may still use Baidu, especially when searching for Simplified Chinese websites, although Google is also capable of handling Simplified Chinese searches effectively. Overall, Baidu is used less frequently in Hong Kong compared to Google.
Is Google censored in China?
Yes, Google search is blocked in mainland China. While Google services aren’t completely banned everywhere, access is heavily restricted. Some users bypass these blocks by using virtual private networks (VPNs) to access Google, though the Chinese government has been tightening its crackdown on VPN usage. Despite these efforts, many users still find ways to use Google services, though it remains far from easily accessible.