Sina Releases 2015 Weibo Search Report, Daily Queries Hit 200 Mln
China Science, 12/15/15
Daily search volume on Chinese microblogging platform Weibo (Nasdaq: WB), a subsidiary of Sina (Nasdaq: SINA), exceeded 200 mln queries as of the end of November, according to a white paper newly released by the company. Users aged 18-29 accounted for 69% of total queries, while female users accounted for 61% of total queries.
In terms of geographical distribution, 31% of searches came from users from the top 10 cities in the country, meaning the 10 cities in China with the greatest number of Weibo users, with Beijing leading at 6%.
In terms of user access points, 86% of users searched Weibo from mobile devices, 6 times more than the percentage of PC users. The split between Android and iOS users was very similar. In terms of search keywords and query topic distribution, real-time data and opinion pieces were the most popular searches.
Weibo's search engine offers two special features: "Popular Search List" and "Weibo impression." The "Popular Search List" feature, a list of predicted user preferences and interests that the search engine generates based on users' search behaviors, has already become an indicator of influence for some businesses. The "Weibo Impression" feature allows users to roughly describe something for which they are looking, and find relevant discussions on Weibo. The white paper also announced that Weibo will further develop its search engine with a focus on advertising, and actively find ways to monetize its traffic.
Keywords: online search Internet Sina microblogging Weibo segmentation wireless WB
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