Search remains an essential component of every marketer’s arsenal, yet in China there is little understanding of the practice beyond spends, keywords and bidding.
Bhasker Jaiswal, managing partner of marketing sciences at OMD China, added that China's search landscape has changed so fast that generic (pay-per-click) strategies don’t suffice.
Generic PPC strategies just don't suffice anymore.
And it was marketers' duties to delve further. The latest industry research report from OMD China, dubbed "DIVE SEARCH", tracked search behaviors of 150 individuals for two weeks across all their devices, collecting over 13,000 search strings to shred some lights on consumer search behaviours, as well as how search advertising influences their purchase decisions.
They don't really care about your product.
According to the study, a majority of the consumer searches are actually about basic life necessities. Product and service related searches only make up 19% of total search.
The less they know, the more they search.
Interestingly, females search far more than males in the automotive category (8.1 vs 5.8) and males search more on skincare than females (6 vs 4.7), indicating that those who actively search your products online are not always your target customers.
When they search, they dive.
Consumers are also found to be "information-hungry". 90% of searchers go beyond the first search page, and 80% use more than one search engine.
No surprise, mobile eclipses PC.
Consumers switch search device depending on time of the day, but in general, mobile is used for its availability and PC for viewability. Mobile has exceeded PC to become the number one device used for search (52% vs 41%).
Search advertising does have a role
Impact of search advertising on consumer purchase decision is still significant, and it's figure-proven. For the auto category, 69% of users find Brandzone more attractive than regular search pages, and 83% of them will click on promotional links to get more information.
Older generations adopt audio-search more than younger ones
Consumers are adopting new search technology; 97% of searchers use auto-completion while searching, and 68% use voice or picture search. Older generations use these features more often than the young for convenience.