Major Online Players: Comparative Analysis and Market Highlights



Market player highlights

Baidu (BIDU) is the most popular search engine in China, followed by Qihoo 360 (QIHU). The KraneShares CSI China Internet ETF (KWEB) holds 8.10% in BIDU. From the chart below, we can see Baidu’s ad revenue surpassed all other players. Baidu shows a growth of 30.31% over the previous quarter, followed by Twitter’s (TWTR) 16.43% growth and Facebook’s (FB) 15.38% growth.

Google (GOOG) is blocked in mainland China due to government censorship issues, and the Internet giant saw its lowest growth of 3.32%. Google holds around 60% of the market share in ad revenue. Google generates its ad revenue from a variety of sources, such as aggregate paid clicks, which showed an increase of 7% over 2Q14. Revenues from paid clicks increased by 10% over the same period the previous year. Google also uses AdSense and AdWords to pull traffic toward its web portal.

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Facebook’s (FB) mobile advertising revenue consists of 76% of its total ad revenue. Facebook shows a robust ability to retain its daily active users (or DAU), which showed an increase of 17% on a year-over-year basis. Facebook had 1.49 billion monthly active users (or MAU), a 13% year-over-year increase.


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