Qihoo 360 (QIHU), Baidu (BIDU) Lead China’s Search Traffic Market Share

According to Alibaba Group’s web analytics subsidiary CNZZ, Chinese Internet search engine Baidu, Inc. (BIDU) saw its search traffic share as of August 21, reach 54.52% and 51.74% of the total market’s page views [PV] and unique visits [UV], respectively. Rival internet services and security software provider Qihoo 360 Technology (QIHU) reached 30.2% and 30.32% of the total market’s PV and UV, respectively.

It’s worth pointing out that while Baidu has a dominant market position as a result of high levels of brand recognition and consumer satisfaction which have enabled the search giant to defend its high market share, its dominance is under threat in a rapidly growing Chinese market as its shares have been declining due to the emergence of Qihoo, which with its fast improving ad platform keeps attracting more and more marketers. Fool.com’s Mukesh Baghel notes that “[a]t the end of 2013, Qihoo had almost 23% of the Chinese search market. Baidu lead with a 63% share, down from the 72% share it had at the end of 2012.  Qihoo plans to grab 35% of that market by the end of 2014. ”

Meanwhile, Sohu’s (SOHU) online search subsidiary Sogou captured 12.8% and 14.56% PV and UV shares, respectively, compared to Google (GGOGL)’s 0.23% and 0.32% of PVs and UVs, respectively.

Shares of Baidu shares fell 0.53% to $215.76 early Friday morning. Qihoo rose 0.66% to $102.32.

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