India, China Top Asia-Pac Internet Usage

We know that China and India are two of the most populous countries in the world so it is not surprising to read the news that these countries are leaders in Internet use. China has its powerful search engine Baidu, and India is home to millions of computer experts. But more than just a game of plurality, it’s also because these two countries posted the highest growth in Internet users.

The strongest growth in Internet audience occurred in India, which surged 27% from April ’07, to more than 28 million internet users in April ’08, followed by China which grew 14% to more than 102 million visitors.

In terms of Internet properties, Google sites led the region in usage with 39.1% of all searches conducted online, followed by Yahoo Sites (24%) and Baidu.com (16.7%).

This is according to the findings made by Comscore in the Asia Pacific region.

Taiwan, Malaysia and New Zealand also achieved double-digit growth. Meanwhile, more developed internet markets such as Japan (3%) and Singapore (4%) experienced modest gains.

Recent trends indicate the following:

Though each of the top 10 global properties is based in the United States, each sources the majority of its audience from outside the US.

This easily means that the US foothold of the Internet is a thing in the past although as home to Internet pioneers and popular web properties, it still is the most important breeding ground of ideas.

Half of the top 20 properties in the Asia-Pacific region are locally owned entities.

To follow up the first trend established, these breeding grounds aren’t limited only in the US. Baidu for example, takes pride in being established in China and caters to the behavior and needs of the Chinese market.

Internet users in Hong Kong, South Korea, Singapore, Taiwan and Australia spend the most time online in the region, but still spend less time than the worldwide average.

While Facebook.com is the leading social networking site worldwide, Friendster.com is the top social networking site in Asia-Pacific.

Most notably, the dominant search engine in China, Baidu.com, accounts for one out of every six searches in Asia-Pacific notwithstanding the fact that its users are primarily from China.

Japan’s 60 million internet searchers conducted nearly the same number of searches (6.1 billion) as the 82 million Chinese searchers, a result of the heavier search volume per person in Japan (102.6 searches per searcher).

Korea (104 searches per searcher) and Singapore (101 searches per searcher) also exhibited notably heavy search volume per person.

In April, Hong Kong has 2.9 million unique searchers and conducted 256 million searches so each user spends around 88 searches during that month. I am wondering what constitutes the disparity. For example, Korea has 104 searches per searcher and Malaysia has only 54 searches per searcher. Is it the type of language Koreans use prompts them to refine their search? Does Malaysian searches able to find results immediately or just that they don’t spend too much time online and therefore only use search engines sparingly?