een identified among the Chinese internet users as they prefer localized search engines over foreign ones, here Google encountered a positioning enigma as well.
As for the usage patterns are concerned then Chinese market is substantially different in more than one ways. They do more blogging, a more thorough browsing and more localized way of searching the internet. Apart from these, censorship and repressive strategy over internet browsing are some more barriers that are placed to Google’s progress in the Chinese market. However with a population of more than 1 billion people and one of the fastest internet penetration rates, Chinese market cannot be ignored by a player like Google (Lawrence, 2009).
The Chinese Internet market comprised of 103 million internet users in 2005 and this number grew exponentially to 316 million till April 2009. In 2005, entertainment was the main reason for internet usage in China with around 38% of the users identifying it as their sole purpose of browsing; however till 2009 the trend has shifted to more sophisticated browsing habits such as news 79%, Blog 54%, Search 68% and Email 57%. In 2005, 69% of users had internet access at home while 38% at work, in 2009 the scenario has changed and internet cafes and schools have also emerged as centers with internet access (Lawrence, 2009).
In 2009 dimensions of entertainment have also developed and gaming and social networking have also become integral components of the category. Internet penetration rate in China is 25% and this makes China a great market for players like Google to capitalize up on. In 2005 one in seven users was above 30 years of age but in 2009 the average age group is 25 years, indicating youth dominance among internet users. In all in all Chinese internet market shows sustainability and signs of growth and further development. In US average internet user age is 42 with annual penetration rate of 3% suggesting that it has reached the saturation level and newer ...