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OMD Dive Search

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OMD Dive Search

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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. OMD’s DIVE SEARCH delves deeply into consumer search behaviors and how search advertising influences their purchase decisions.

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. OMD’s DIVE SEARCH delves deeply into consumer search behaviors and how search advertising influences their purchase decisions.

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OMD Dive Search

  1. 1. Source: CNNIC--The 40th China Statistical Report on Internet Development
  2. 2. Source: CNNIC--The 40th China Statistical Report on Internet Development 4
  3. 3. 25.5 34.5 53.6 70.6 79.0 96.3 0 50 100 150 200 250 300 350 400 2012 2013 2014 2015 2016 2017e E-Commerce Search Portal OTV Verticals Classifields Social Network Others Billions RMB’ 5
  4. 4. • • • 13,355 search strings on 34 topics • 165 platforms including traditional search engines, e-Commerce, verticals, and video sites • •
  5. 5. working hours and evenings
  6. 6. %
  7. 7. 80% 20%
  8. 8. D I V E S E A R C H M A R K E T I N G S C I E N C E S
  9. 9. D I V E S E A R C H M A R K E T I N G S C I E N C E S
  10. 10. AUTO TRAVEL SKINCARE
  11. 11. 0 20 40 60 80
  12. 12. 0 50 100
  13. 13. 0 50 100
  14. 14. D I V E S E A R C H M A R K E T I N G S C I E N C E S
  15. 15. AUTO COMPLETE
  16. 16. 32% 40% 45% 54% 50% 48% 42% 41% 14% 10% 11% 5% 4% 2% 2% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Suggestions are relevant and accurate Gives me ideas and inspirations Helps to spell some words/names I'm unsure about Helps to save time/be faster
  17. 17. FREQUENT USERS

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