With high penetration of smartphones and different mobile categories of apps among the young generation, 26 years old to 35 years old users account for 56.8% of the total, followed by users between 18 to 25 years old (16.5%).

Junior high school and college graduates account for the majority of mobile search engines users. Junior high school students account for 26.3%; and users of primary school and below 10.4%. Mobile search users with low education are gradually increasing, due to the growing popularity of smartphones, integrated functions of the mobile search and simpler operation.

About 76.5% users search on mobile phones every day, of which 65.0% of users search once to five times each day and 21.7% search six to ten times.

Search engines on the mobile end help users get whatever they need any time and any place which provides convenience. Increasing functions and interfaces of the mobile search engine are also main factors for many users. Mobile web browser remains the primary search entry point as adopted by 58.8% mobile search users.

Most users have a specific brand preference when searching on mobile. Baidu still has the largest share, accounting for 44.1%; Shenma, with strong traffic from UC browser, accounts for 17.4%, followed by Easou, Sogou and Haosou. About 40.7% users wouldn’t use other search engines.

71.6% users search for news through smartphones. Local affairs, novels, websites, Question & Answer are also frequently-searched content.

Scanning the QR code to search for information is a widely used mobile search method that 56.8% of users used once due to high accuracy and convenience. 32.1% of users still search by inputting words.

Ads, less optimized websites, slow network and low integration between search words and search content are major existing problems against better user experience.

The rapid development of China mobile search engine industry has formed a relatively complete industrial structure. The popularity of smartphones and technology further promotes the development of mobile search market. How to meet the needs of individual users and properly manage ads placement become main problems of mobile search engine providers.