Total search market penetration rate reached 15%, average daily search volume exceeded 200 million, and 360 mobile search traffic increased by 100%

As a product of the Web 1.0 era, search engines have become a new battlefield for Internet giants in the 5G era. The "old wave" and the "new wave" are competing for the search engine, and the constantly redefined mobile search market has also ushered in new changes. In 2012, 360 Search was born, tearing a hole in the impregnable "city". Today, 360 is working hard on mobile search through cooperation with mobile phone manufacturers, using the "recency effect" to break the market's inherent perception of it.

360 Search is not just for PC, mobile traffic continues to rise

As of the fourth quarter of 2019, the number of mobile search users in China exceeded 700 million, reaching 705 million. As the second largest search engine in China, 360 Search has a market penetration rate of 15% on mobile terminals, with an average daily search volume of over 200 million. In 2020, 360 cooperated with many mainstream mobile phone brand manufacturers to adopt 360 mobile search engine in the native browsers of mainstream models, and mobile search traffic increased by 100% compared with 2019.

With the rapid development of mobile Internet and the increasing popularity of 5G technology, people's demand for information is growing, and the frequency of mobile search is increasing. Among the penetration rates of various mobile search engine portals among users, users who use the mobile phone's built-in browser to log in to the search engine account for as high as 72.1%, while 34.6% of users prefer to search through the mobile phone's built-in browser.

Traffic growth in the first two quarters of 2020 compared to the same period in 2019

It is precisely because of the "pulse" of user search behavior that 360 continues to exert its strength on the mobile side, cooperating with mobile phone manufacturers such as Huawei, Xiaomi, OPPO, and Meizu to adopt 360 mobile search engine in the native browsers of their mainstream models. Obviously, this will greatly increase the penetration rate of 360 search on the mobile side. In terms of traffic growth, 360 mobile search traffic increased by 150% year-on-year in the first quarter of 2020 compared with the same period in 2019; in the second quarter of 2020, traffic increased by 94.61% year-on-year compared with the same period in 2019. Judging from the month-on-month growth data of traffic in the first two quarters of this year, 360 mobile search traffic has achieved a breakthrough against the trend and maintained a steady growth trend against the backdrop of economic downturn.

Covering high-quality people, highlighting the marketing value for business owners

In the era of mobile Internet, the "information fragmentation" between different apps has formed an "information island" effect, and the development of information technology is allowing search to make up for this situation. Compared with the passive acceptance of information flow by users, search is the behavior of users actively obtaining information, and the essential logic of user-triggered search behavior has not changed. However, 360 Mobile Search's coverage of high-quality user groups and the interactivity of the search process allow companies to use intelligent algorithms such as big data to accurately understand user needs and portraits, and provide more professional and personalized services.

First, in terms of population coverage, the cooperation with mobile phone manufacturers covers mainstream models of well-known brands, helping 360 Mobile Search to increase market penetration while influencing more high-quality people. Among the TOP10 models of cooperation, mid-to-high-end models account for more than 50%, and entry-level models below 1,000 yuan account for only 20%.

Secondly, in terms of user portrait, users of mid-to-high-end models are mainly concentrated between the ages of 26 and 35, and the user group tends to be younger; users in first-tier, new first-tier, and second-tier cities account for more than 60%; different models have different positioning, and the ratio of men to women is slightly different. Male users pay more attention to hardware performance, while female users prefer photo beauty. It is worth noting that in terms of brand loyalty, Huawei, OPPO and other mobile phone brands have higher user loyalty, and a certain mobile phone brand is far ahead with an average loyalty of more than 40%.

Thirdly, in terms of marketing value, this type of consumer group has high brand loyalty, strong purchasing power, high education level, and more demands for quality of life, education level, health management, etc. For business owners, high-quality people have higher marketing value due to their characteristics. In addition, with the support of intelligent algorithms such as 360 Behavior Chain Big Data, it will be beneficial for brands in e-commerce, education, decoration, IT, 3C, fast-moving consumer goods and other industries to accompany users in a more "intelligent" way and provide products and services that meet their needs.

The future search engine track is full of volatile factors and uncontrollable external forces. "High-quality user groups + intelligent technology empowerment" is the basis for enterprises to reach the target population efficiently and accurately, and it is also one of the key factors for the healthy development of mobile search brands.

Each sub-sector has its own advantages. The growth rate of industries such as education and decoration is obvious.

In the first half of 2020, China's major mobile search engines showed obvious differences in the segmented search fields. In addition to information, 360 Mobile Search has obvious penetration advantages in vertical fields such as the novel industry, game industry, financial industry and education industry. The growth of 360 Mobile Search traffic has also attracted the attention of brands in the fields of education, decoration, health industry, etc.

Especially in the field of education, user demand has been fully released. On the one hand, online education has shown explosive growth, and on the other hand, offline enrollment has been severely hindered. According to the 45th "Statistical Report on the Development of China's Internet", as of March 2020, there were 423 million online education users in my country. Affected by the epidemic, primary, secondary and high schools across the country postponed the start of school, and 265 million students switched to online courses. The industry is under tremendous competitive pressure, offline education faces huge challenges, and the entire education industry is facing a new development cycle. In response to changes in the industry market, education industry customers have continuously optimized their accounts with the help of 360 mobile search, which has brought about a significant increase in exposure and consultation volume, and has achieved remarkable marketing results.

At present, advertisers such as VIPKID have already launched ads, making full use of 360's high-quality traffic, and exerting efforts in both PC and mobile terminals to capture user needs to the greatest extent and achieve volume and cost control. Through the refined operation and optimization of the account, the number of registered users on the back end has steadily increased and the CPA has dropped significantly. Nanjing University's School of Online Education began to launch 360 mobile search in 2017. Mr. Zhao, the head of operations, said: It is obvious that the traffic of 360 mobile terminals has increased, and the conversion rate is also good. From the data, the exposure volume in early June increased by 698% month-on-month, and the click cost decreased by 19.72% month-on-month. The traffic in the evening is large, and the number of consultations in the evening has increased significantly.

The education industry is only one of the many industries. 360 Mobile Search is relying on the diversification of advertising styles, personalized search services, rich search content, and precise insights into search users to break the industry's original perception of it. While better meeting users' information needs, it injects new genes and possibilities into the marketing of enterprises in various industries and adds "activators" to enterprise growth. The underlying logic comes from the "rigid need" of enterprises for growth.