One reason search is tilting more mobile in China is that internet usage as whole is tilting that way, reports eMarketer.com
According to data from iResearch Consulting Group, mobile internet usage was still growing by double digits in China until last year—more than twice as quickly as internet usage as a whole. Mobile internet will continue to outpace average internet user growth rates through 2018.
But mobility is far from the only trend in internet usage in the world’s most populous country. According to the China Internet Network Information Center (CNNIC), internet penetration in rural areas nearly quadrupled between 2007 and 2014. It also rose dramatically in urban areas during the same time period, though the rate of penetration in cities less than tripled.
McKinsey & Company reported that a plurality of internet users in China as of October 2014 did not live in a city of any particular tier, but in rural areas. Twenty-eight percent of internet users in the country were rural that month, vs. 23% who lived in tier 2 cities, the No. 2 choice.
According to McKinsey, internet users in China are spending a significant amount of time online each week. Nearly four in 10 reported being online for more than 21 hours each week, with another 37% saying they spent between 14 and 21 hours online.