Why is it important?

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2 Why is it important? 33% of organic search clicks go to the first result 6 of global Internet users research products online. 44% of online shoppers begin by using a search engine. SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate billion explicit core searches were conducted in October, with Google Sites ranking first with 12.6 billion.

3 Why is it important? 68.3% of searches carried organic search results from Google. Search engine optimization remained the most popular marketing tactic. 57% of B2B marketers say SEO has the biggest impact on lead generation. Online advertising, search engine marketing and marketing are the top three digital marketing channels seeing the sharpest budgetary increases in 2015.

4 Why is it important? The typical bank or credit union plans to put about 20% to 30% of their marketing budget towards online media, including web advertising, social media and SEM. A survey found that the top three goals for search engine marketing are providing educational/informative content (96%), establishing oneself as a thought leader (86%) and enhancing brand reputation and awareness reported by 83% marketers surveyed. 50% of all mobile searches are conducted in hopes of finding local results, and 6 of those searches result in a purchase.

5 CTR (organic desktop searches in Google for March, 2015) These numbers serve as a useful reminder of the importance of organic rankings, and reconfirms the importance of the top few positions on Google On average, 71.33% of searches result in a page one organic click. Page two and three get only 5.59% of the clicks. On the first page alone, the first 5 results account for 67.60% of all the clicks and the results from 6 to 10 account for only 3.73%.

6 CTR (organic searches in Google for March, 2015) CTR is slightly lower on the first page, but the CTR for mobile searches actually rises on the 2nd and 3rd page. Mobile traffic is getting bigger and bigger day by day. Here we can see the CTR for searches coming from mobile devices compared to the searches from desktop devices.

7 CTR (organic searches in Google for March, 2015 and May, 2014) March, 2015 This is a comparison between desktop and mobile organic searches from March 2015 and May The results show that achieving a higher position in the organic search is becoming more and more important. May 2014

8 Worldwide

9 Browser and Search Engine Usage Desktop Browser Safari 5% Opera Other Search Engine Ask Jeeves Baidu Other Firefox 18% Bing 4% Yahoo 4% Chrome 5 Google 88% IE 2 Data from Aug Aug 2015

10 Browser and Search Engine Usage Mobile Browser Opera 10% Nokia NetFront Other Search Engine Baidu UC Browser 1 IE Mobile Blackberry Chrome 3 Yahoo 3% Bing Google 94% Android 18% Safari 2 Data from Aug Aug 2015

11 Browser Silk 3% Opera Browser and Search Engine Usage Tablet Other 3% Search Engine Baidu Other Chrome 15% Yahoo 6% Bing 5% Google 87% Android 16% Safari 6 Data from Aug Aug 2015

12 Summary Chrome, Safari and Android and the main browsers, varying according to device. Desktop users predominantly prefer Chrome (5), followed by Internet Explorer (2) and Firefox (18%). The leading browsers used on a mobile device are Chrome (3), Safari (2) and Android (18%). Tablet users go onto Safari (6), Android (16%) and Chrome (15%). Google keeps its place as a main search engine throughout all devices: Desktop- 88%, Mobile- 94%, Tablet- 87%.

13 UK

14 Browser Safari 9% Browser and Search Engine Usage Desktop Opera Search Engine Firefox 16% Bing 7% Yahoo 4% Google 88% Chrome 47% IE 26% Data from Aug Aug 2015

15 Browser and Search Engine Usage Mobile Browser Blackberry 4% Opera 3% IE Mobile 3% Search Engine Google 94% Android 1 Safari 47% Yahoo 4% Bing Chrome 30% Data from Aug Aug 2015

16 Browser and Search Engine Usage Tablet Browser Silk 5% IE Other Search Engine Android 1 Bing 6% Yahoo 4% Google 89% Chrome 1 Safari 70% Data from Aug Aug 2015

17 Summary In the UK Chrome is the leading desktop browser (followed by Internet Explorer (26%) and Firefox (16%)), whereas Safari is mostly preferred on mobile and tablet (followed by Chrome and Android). Google is convincingly the main search engine used: Desktop- 88%, Mobile- 94%, Table- 89%.

18 USA

19 Browser and Search Engine Usage Desktop Browser Safari 10% 360 Safe Browser Other Search Engine AOL Google 77% Firefox 16% Chrome 39% Bing 1 Yahoo 9% IE 3 Data from Aug Aug 2015

20 Browser and Search Engine Usage Mobile Browser Android 1 IE Mobile UC Browser Search Engine Yahoo 8% Bing 4% Other Google 87% Safari 50% Chrome 35% Data from Aug Aug 2015

21 Browser and Search Engine Usage Tablet Browser Silk 6% IE Other Search Engine Google 78% Android 9% Yahoo 10% Chrome 1 Bing 1 Safari 7 Data from Aug Aug 2015

22 Websites commonly blocked by employers Facebook 19.4% Twitter 15. YouTube 13.7% Pinterest 11. Other social media 10.9% LinkedIn 9.7% Webmail (Gmail, Yahoo, etc.) 9.3% Other sites 4.6%

23 Summary Chrome (39%) and Internet Explorer (3) are the major desktop browsers is the US, whereas Safari and Chrome are mostly used on mobile and tablet. Google is still the main search engine. However, a significant amount of desktop (1) and tablet (1) users in the US go onto Bing. A lot of employers tend to block social media websites to eliminate distractions.

24 Europe

25 Browser and Search Engine Usage Desktop Browser Safari 6% Opera 3% Other 4% Search Engine Yandex Ask Jeeves IE 15% Bing 3% Yahoo Google 9 Chrome 47% Firefox 25% Data from Aug Aug 2015

26 Browser and Search Engine Usage Mobile Browser IE Mobile 4% Android 2 Opera 3% Blackberry Firefox Search Engine Chrome 39% Yahoo Bing Yandex Google 95% Safari 29% Data from Aug Aug 2015

27 Browser Chrome 14% Silk Firefox Browser and Search Engine Usage Tablet Other Search Engine Bing YandexRu Ask Jeeves Yahoo Google 93% Android 17% Safari 64% Data from Aug Aug 2015

28 Summary Almost half of the desktop users go onto Chrome (47%). 25% use Firefox and 15% Internet Explorer. Chrome (39%), Safari (29%), and Android (2) are almost evenly used on mobile devices. Tablet users convincingly prefer Safari to other browsers (64%), followed by Android (17%) and Chrome (14%). Google is the main search engine in Europe.

29 Hong Kong

30 Browser and Search Engine Usage Desktop Browser Safari 7% Opera Other Search Engine Baidu Firefox 1 Bing 3% Google 76% Yahoo 19% Chrome 53% IE 26% Data from Aug Aug 2015

31 Browser UC Browser Android 25% FireFox Browser and Search Engine Usage Mobile Opera IE Mobile Search Engine Yahoo 24% Chrome 43% Bing Baidu Google 73% Safari 27% Data from Aug Aug 2015

32 Browser and Search Engine Usage Tablet Browser Puffin Firefox Other Search Engine Bing Chrome 13% Yahoo 30% Baidu Google 67% Android 14% Safari 69% Data from Aug Aug 2015

33 Hong Kong + students Hong Kong + student strike Hong Kong + tear gas canister Hong Kong + open fire Hong Kong + disobey orders Blocked Websites The mainland's censorship laws are not operational in Hong Kong yet but that will change in Blocked Keywords Hong Kongers + take to the streets citizens disobey orders citizen plaza Occupy Central Student Alliance. Yellow ribbon Go Hong Kong Hong Kong stand firm support + Hong Kong support Hong Kong Today we are all Hong Kongers Instagram + block

34 Summary Chrome (53%) and Internet Explorer (26%) are mostly used on desktop in Hong Kong. Mobile browser usage is divided between Chrome (43%), Safari (27%), and Android (25%). Safari (69%) is the major browser for tablet. Google is the main search engine across all devices, followed by Yahoo.

35 Singapore

36 Browser and Search Engine Usage Desktop Browser Safari 8% 360 Safe Browser Search Engine Ask Jeeves Firefox 15% Yahoo 5% Bing 3% Google 90% Chrome 53% IE 20% Data from Aug Aug 2015

37 Browser and Search Engine Usage Mobile Browser Opera Blackberry UC Browser Android 25% Firefox Search Engine Chrome 43% Yahoo 4% Bing Google 94% Safari 27% Data from Aug Aug 2015

38 Browser and Search Engine Usage Tablet Browser Android 7% Puffin Search Engine Chrome 16% Yahoo 10% Bing Google 88% Safari 73% Data from Aug Aug 2015

39 Summary Chrome is mostly used on desktop (53%) and mobile (43%) devices, whereas Safari (73%) is preferred on tablet. Safari (27%) and Android (25%) are also successful on mobile devices. Google is the major search engine across all devices. Desktop- 90%, Mobile- 94%, Tablet- 88%.

40 Japan

41 Browser Firefox 14% Safari 7% Opera Browser and Search Engine Usage Desktop IE 43% Search Engine Yahoo 3 Bing 4% Google 64% Chrome 33% Data from Aug Aug 2015

42 Browser and Search Engine Usage Mobile Browser Chrome 1 UC Browser Search Engine Bing Google 53% Android 2 Safari 64% Yahoo 45% Data from Aug Aug 2015

43 Browser Chrome 10% Puffin Silk Browser and Search Engine Usage Tablet 3% Search Engine Bing 18% Google 45% Android 15% Safari 69% Yahoo 36% Data from Aug Aug 2015

44 Summary Internet Explorer (43%) is the main desktop browser, followed by Chrome (33%). Safari mostly used on mobile (64%) and tablet (69%). Search engines: Google and Yahoo.

45 China

46 Browser Firefox 6% Sogou Explorer 8% QQ Browser 5% Browser and Search Engine Usage Desktop Maxton Search Engine Soguo Search 1 Haosow 18% Bing 3% Google 3% Baidu 63% Chrome 54% IE 23% Data from Aug Aug 2015

47 Browser and Search Engine Usage Mobile Browser Chrome 7% Search Engine Soguo Search 4% Google Bin QQ Browser 9% UC Browser 36% Baidu 93% Safari 13% Android 33% Data from Aug Aug 2015

48 Browser QQ Browser 8% Chrome 3% Browser and Search Engine Usage Tablet Search Engine Soguo Search 3% Yahoo Bing Google Android 1 Baidu 90% UC Browser 14% Safari 6 Data from Aug Aug 2015

49 Blocked Websites The New York Times, BBC, and Bloomberg News. Yahoo! Hong Kong and the Voice of America are occasionally blocked Reuters, The Wall Street Journal Reuters website mirrored by greatfire.org. You can use Google Chrome, but are not allowed to download it (only through VPN). google.com gmail.com maps.google.com docs.google.com encrypted.google.com googleapis.com plus.google.com sites.google.com Youtube.com tw.yahoo.com hk.yahoo.com mobile.wikipedia.org blogspot.com yahoo.co.jp dailymotion.com amazon.co.jp nytimes.com dropbox.com Archive.org scribd.com bloomberg.com independent.co.uk appspot.com technorati.com search duckduckgo.com - search bbc.co.uk badoo.com Facebook Twitter Hotmail Flickr Instagram

50 Blocked keywords Democracy (not blocked by Baidu and Sogou) Human rights (not blocked by Baidu and Sogou) Dictatorship (not blocked by Baidu and Sogou) Anti-communist (not blocked by Baidu) Red Ferrari Exile Evil Re-education through labour Red terror Oppression Genocide

51 Summary Chrome (54%) is major desktop browser, followed by Internet Explorer (23%). (Not allowed to download Chrome without VPN, still it s a major browser, which suggests that some people might have access to some of the blocked websites). Mobile users tend to go on UC Browser (36%) and Android (33%), whereas on tablet Safari is predominant 6 (followed by UC Browser 14%) Dominant Search Engine across all devices is Baidu.

52 Conclusion Desktop Mobile Tablet Browser Search Engine Browser Search Engine Browser Search Engine Worldwide Chrome % Google % Chrome Google % Safari- 62.9% Google % UK Chrome % Google % Safari Google % Safari Google % USA Chrome % Google % Safari Google Safari % Google % Europe Chrome % Google % Chrome Google % Safari % Google- 93.6% Hong Kong Chrome Google Chrome % Google % Safari % Google % Singapore Chrome % Google % Chrome % Google % Safari % Google % Japan IE % Google % Safari % Google % Safari- 69. Google % China Chrome- 54.5% Baidu % UC Browser % Baidu % Safari % Baidu % Chrome is the major desktop browser, apart from Japan where Internet Explorer takes its place. Mobile browser usage is split between Chrome and Safari, and UC Browser for China. Safari has established itself as a main tablet browser. As we can see on the table above, the main search engine worldwide is Google. The only exclusion is China, where the predominant search engine is Baidu.