Google Top Search Engine In The Asia-Pacific Region

    November 4, 2009

Internet users in the Asia-Pacific region conducted a record 38.6 billion searches in September, with searchers averaging nearly 88 queries per person, according to a new report from comScore.

Google sites ranked as the top search destination with nearly 17 billion searches on its sites during the month, representing a 44.1 percent share of all searches in the region. Baidu landed in the second spot with 8.2 billion searches (21.3% share), while Yahoo sites ranked third with 5.3 billion searches (13.8% share).

South Korea’s NHN Corporation, which owns search engine Naver, saw the most search usage among the top 10 destinations with an average of 81 searches per user. Searchers on Google sites averaged 59 searches per person, while searchers on Lycos sites averaged 51 queries.


An analysis of the top search destinations across 10 individual markets in the Asia Pacific region found various search brand preferences across markets. Google sites were the most popular in six markets including Australia, India, Japan, Malaysia, New Zealand and Singapore. Yahoo sites grabbed the majority share of searches in Hong Kong (58.9%) and Taiwan (65.4%).

 Multinational search brands led many of the markets in the region, but the popularity of local brands was seen in both China and South Korea. Inc. led as China’s top search destination with 63 percent share of searches performed, while NHN Corporation captured 49.3 percent of queries in Korea, leading the market as the top destination.

"The competition between local and global brands to capture search market share around the world continues to be an ongoing battle," said Will Hodgman, comScore executive vice president for the Asia-Pacific region.

"As multinational brands continue to expand across borders, understanding the online behaviors and preferences of local audiences will be a central component to implementing successful digital marketing strategies that capitalize on this lucrative and growing market."


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