On August 6, 2012, CNNIC released the report on searching behavior of Chinese netizens, 2012 as a result of research on the netizens’ searching behavior.

There are three features of the netizens’ behaviors as disclosed by the report:

High percentage transformation rate from searching to purchasing, closer relations between mobile shopping searching and off-line purchasing behavior

Extremely high transformation rate from searching to purchasing, especially for the online shopping behaviors. According to the report, after searching for the shopping information online, more than 90% netizens will choose to purchase. Over 39.7% netizens will choose to purchase online while 30.7 netizens choose to purchase online or offline at almost same frequency. Commodity price, product information and comments by users are three types information that netizens pay much attention to while searching for purchasing.

The most frequently used comprehensive searching, more preferential for the basic information enquiries

Netizens searching for information adopt comprehensive searching engine with the highest percentage, but for the relatively basic information. The report shows that netizens adopt comprehensive search engine more in favor of news, novels, entertainment and other basic information, but less commercial application type information like shopping and travelling.

Micro-blog as the new gateway for netizens’ searching, searching as the core profit making factor for future micro-blog marketing

Micro-blog that gathering a large number of users online has become one of the major information sources by virtue of releasing, commenting and sharing advantages by users. The report shows that 93.5% micro-blog users have ever searched for information on the micro-blog. Among them, 28% users search each day on the micro-blog.