Search Advertising

China

(Core country: data based on in-depth analysis)

Highlights

Market definition

in-scope / out-of-scope

Reports special

Ad spending in the Search Advertising segment amounts to US$22,562m in 2019.
Ad spending is expected to show an annual growth rate (CAGR 2019-2023) of 5.0%, resulting in a market volume of US$27,372m by 2023.

Search Advertising, also called Search Engine Advertising (SEA) or Paid Search Advertising, describes advertisements that are displayed on search result pages above or next to organic search results. These advertisements are usually text-based but can be displayed as images where applicable.

Sponsored links and keyword advertising are also part of Search Advertising which can be targeted on local or keyword-related factors.

Google Ads is currently the biggest provider of Search Advertising on the market.

Not included are revenues generated through Search Engine Optimization (SEO).

All figures refer to gross values.

in-scope

Search Engine Advertising (SEA)
Keyword advertising
Sponsored links

out-of-scope

Search Engine Optimization (SEO)

Digital Advertising Report 2019 - Search Advertising

Statista Digital Market Outlook - Segment Report

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Ad Spending (2019)

+9.0% yoy

US$22,562m

Average Ad Spending per Internet User (2019)

+3.1% yoy

US$26.05

Ad Spending Average Ad Spending per Internet User Global Comparison Key Market Indicators

Ad Spending Spending Development

in the Search Advertising market in million US$ in percent

Reading Support Ad spending in the Search Advertising segment amounts to US$22,562m in 2019. Reading Support The Search Advertising segment is expected to show a ad spending growth of 7.5% in 2020.

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Ad Spending
Spending Development

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Ad spending:

The “Ad Spending” box shows the forecasted development of the selected market (market segment, region) for each year.

Revenue Growth:

The “Revenue Growth” box shows the year-over-year revenue development of the selected market (market segment, region) in percentage terms.

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Average Ad Spending per Internet User

in the Search Advertising market in US$

Reading Support The average ad spending per internet user in the Search Advertising segment amounts to US$26.05 in 2019.

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Average Ad Spending per Internet User:

This box shows the average ad spending per internet user of the selected market (market segment, region) for each year.

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Analyst Opinion

Although Search Advertising seems to have become a traditional method of Digital Advertising, Chinese eCommerce platforms have proved that its full potential has not been used yet. Many platforms now offer advertisers to pay for personalized search results within their online stores’ own search engines. This advertising method will become even more relevant on mobile devices and is already creating whole new revenue streams for eCommerce platforms.

Global Comparison

in the Search Advertising market in million US$

Reading Support With a market volume of US$41,205m in 2019, most ad spending is generated in the United States.

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Top 5
United States

China

United Kingdom
Germany
France

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Global Comparison – Revenue:

The “Revenue” tab shows a comparison of revenues for the leading economies in the selected market (market segment, region) and year.

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Key Market Indicators

The following Key Market Indicators give an overview of the demographic, economic and technological development of the selected region on the basis of general KPIs. The calculation of Statista’s Market Outlook is based on a complex market-driver logic including over 400 region-specific data sets.

	2017	2018	2019	2020	2021	2022	2023	CAGR (2017-2023)
Population in m Number of individuals (all ages) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
0-14 years in m Number of individuals (age 0-14) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
15-24 years in m Number of individuals (age 15-24) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
25-34 years in m Number of individuals (age 25-34) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
35-44 years in m Number of individuals (age 35-44) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
45-54 years in m Number of individuals (age 45-54) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
55+ years in m Number of individuals (age 55 and older) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
Consumer spending (current) in US$ Average consumer spending per capita of private households in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Foodstuffs, beverages in US$ Consumer spending per capita for food and non-alcoholic beverages (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. In contrast, the Food market in the Consumer Market Outlook covers only certain segments of processed food and excludes for example fresh food, oils and fats and some other items. The markets for Alcoholic, Non-Alcoholic and Hot Drinks in turn not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Alcohol, tobacco in US$ Consumer spending per capita for alcoholic beverages, tobacco and narcotics (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. The market for Alcoholic, Non-Alcoholic and Hot Drinks not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Clothing, footwear in US$ Consumer spending per capita for clothing and footwear (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). Included are both consumption of goods as well as services (cleaning and cobblers). \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Housing in US$ Consumer spending per capita for housing, water, electricity, gas and other fuels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Household in US$ Consumer spending per capita for furnishings, household equipment and routine maintenance of the house (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Health in US$ Consumer spending per capita for health (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Transport in US$ Consumer spending per capita for transport (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). This group inlcudes the purchase of vehicles, maintenenace of vehicles as well as transportation services. \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Communication in US$ Consumer spending per capita for communication (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Recreation, culture in US$ Consumer spending per capita for recreation and culture (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Education in US$ Consumer spending per capita for education (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Restaurants, hotels in US$ Consumer spending per capita for restaurants and hotels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Other in US$ Consumer spending per capita for miscellaneous goods and services (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). These include personal care products and services, personal items like watches and jewellery as well as all other products and services not mentioned elsewhere. \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Telecommunication Click arrow to expand
Broadband subscriptions per 100 capita Number of-fixed broadband subscriptions per 100 inhabitants \| Source: Statista, based on World Bank
Smartphone penetration in % Estimated share of the total population using a smartphone \| Source: Statista
Internet users in m Number of people in the selected region using the internet \| Source: Statista, based on ITU and national statistical offices
Hardware market Click arrow to expand
Per-capita volume laptops in units Average per capita sales of laptops and tablets in units \| Source: Statista Consumer Market Outlook
Per-capita revenue laptops in US$ Average revenue of laptops and tablets per capita \| Source: Statista Consumer Market Outlook
Per-capita volume desktop PCs in units Average per capita sales of Desktop-PCs in units \| Source: Statista Consumer Market Outlook
Per-capita revenue desktop PCs in US$ Average revenue of Desktop-PCs per capita \| Source: Statista Consumer Market Outlook
Per-capita volume mobile phones in units Average per capita sales of mobile phones in units \| Source: Statista Consumer Market Outlook
Per-capita revenue mobile phones in US$ Average revenue of mobile phones per capita \| Source: Statista Consumer Market Outlook
Households in m Total number of households in the selected region \| Source: Statista
GDP (current) in US$ Gross domestic product (in current prices, constant exchange rate) of the selected region per capita \| Source: Statista, based on IMF WEOD
Internet penetration in % Estimated share of the total population in the selected region using the internet \| Source: Statista, based on ITU and national statistical offices
Source: Statista, November 2019

Source: Statista, November 2019, based on IMF, World Bank, UN and Eurostat

Methodology

The Digital Advertising market builds on top-down modeling based on the location’s economic power as measured by its Gross Domestic Product (GDP). Furthermore, we rely on market data from independent databases and third-party sources, analysis of various key market and macroeconomic indicators, historical developments, current trends, and reported performance indicators from the key market players. The Search Advertising segment is divided into the categories Desktop and Mobile. The Digital Advertising market only covers ad spendings placed by businesses (B2B).

	2017	2018	2019	2020	2021	2022	2023	CAGR (2017-2023)
Population in m Number of individuals (all ages) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
0-14 years in m Number of individuals (age 0-14) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
15-24 years in m Number of individuals (age 15-24) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
25-34 years in m Number of individuals (age 25-34) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
35-44 years in m Number of individuals (age 35-44) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
45-54 years in m Number of individuals (age 45-54) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
55+ years in m Number of individuals (age 55 and older) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects \| Source: Statista, based on UN DESA and national statistical offices
Consumer spending (current) in US$ Average consumer spending per capita of private households in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Foodstuffs, beverages in US$ Consumer spending per capita for food and non-alcoholic beverages (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. In contrast, the Food market in the Consumer Market Outlook covers only certain segments of processed food and excludes for example fresh food, oils and fats and some other items. The markets for Alcoholic, Non-Alcoholic and Hot Drinks in turn not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Alcohol, tobacco in US$ Consumer spending per capita for alcoholic beverages, tobacco and narcotics (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. The market for Alcoholic, Non-Alcoholic and Hot Drinks not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Clothing, footwear in US$ Consumer spending per capita for clothing and footwear (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). Included are both consumption of goods as well as services (cleaning and cobblers). \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Housing in US$ Consumer spending per capita for housing, water, electricity, gas and other fuels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Household in US$ Consumer spending per capita for furnishings, household equipment and routine maintenance of the house (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Health in US$ Consumer spending per capita for health (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Transport in US$ Consumer spending per capita for transport (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). This group inlcudes the purchase of vehicles, maintenenace of vehicles as well as transportation services. \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Communication in US$ Consumer spending per capita for communication (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Recreation, culture in US$ Consumer spending per capita for recreation and culture (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Education in US$ Consumer spending per capita for education (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Restaurants, hotels in US$ Consumer spending per capita for restaurants and hotels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Other in US$ Consumer spending per capita for miscellaneous goods and services (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). These include personal care products and services, personal items like watches and jewellery as well as all other products and services not mentioned elsewhere. \| Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Telecommunication Click arrow to expand
Broadband subscriptions per 100 capita Number of-fixed broadband subscriptions per 100 inhabitants \| Source: Statista, based on World Bank
Smartphone penetration in % Estimated share of the total population using a smartphone \| Source: Statista
Internet users in m Number of people in the selected region using the internet \| Source: Statista, based on ITU and national statistical offices
Hardware market Click arrow to expand
Per-capita volume laptops in units Average per capita sales of laptops and tablets in units \| Source: Statista Consumer Market Outlook
Per-capita revenue laptops in US$ Average revenue of laptops and tablets per capita \| Source: Statista Consumer Market Outlook
Per-capita volume desktop PCs in units Average per capita sales of Desktop-PCs in units \| Source: Statista Consumer Market Outlook
Per-capita revenue desktop PCs in US$ Average revenue of Desktop-PCs per capita \| Source: Statista Consumer Market Outlook
Per-capita volume mobile phones in units Average per capita sales of mobile phones in units \| Source: Statista Consumer Market Outlook
Per-capita revenue mobile phones in US$ Average revenue of mobile phones per capita \| Source: Statista Consumer Market Outlook
Households in m Total number of households in the selected region \| Source: Statista
GDP (current) in US$ Gross domestic product (in current prices, constant exchange rate) of the selected region per capita \| Source: Statista, based on IMF WEOD
Internet penetration in % Estimated share of the total population in the selected region using the internet \| Source: Statista, based on ITU and national statistical offices
Source: Statista, November 2019