Friday, November 24, 2006


Monday, November 21, 2005

Survey Studies Internet Use in China

A typical Chinese Internet user is a young male who prefers instant messaging to e-mail, rarely makes online purchases and favors news, music and games sites , according to a new study.

The only major public opinion research tracking Internet use in China, the survey was conducted in five cities by Guo Liang of the prominent Chinese Academy of Social Sciences in Beijing, the government's main think tank.

According to the study, released Thursday at the Brookings Institution in Washington, about two-thirds of survey participants use the Internet for news ?often entertainment-related ?or for online games. About half download music and movies.

They also tend to prefer instant messaging to e-mail, and they are relying on the Internet more frequently than before to contact others who have the same professions, hobbies and political interests.

Online purchases still remain unpopular in China.

Three-quarters of users surveyed have never bought anything over the Internet, and only 10 percent make purchases even once a month. Among those who do buy online, most pay for entertainment while others buy phone cards, or computer hardware or software.

"Many people don't trust the quality of goods bought online," Guo said Wednesday. "If they buy it in a store and don't like it, they can easily bring it back."

The survey was conducted in five major cities: Beijing, Shanghai, Guangzhou, Chengdu and Changsha. The cities also were surveyed in 2003 as part of the ongoing study that began in 2000 as a way to provide empirical data and analysis on Internet development in China. Results do not necessarily project countrywide because Internet use in rural areas is lower than in cities.

Guo, the academy's leading Internet expert, describes the typical netizen in the five cities surveyed as young, male, richer and more highly educated.

Males make up two-thirds of the Internet community, and more than 80 percent of users are under 24. Among people ages 25 to 29, 60 percent to 80 percent go online.

China has more than 100 million people online, second in the world to the United States, according to government statistics.

Its government has aggressively promoted Internet use for education and business, though it has also tried to keep its citizens from material it deems subversive or pornographic. Online dissidents are regularly arrested.

According to Guo's survey, more than one-third of the urban users surveyed do not use e-mail. Of those that do, only about one-third check their e-mail at least once a day.

"I think Chinese people prefer instant contact. Very few Chinese use answering machines and e-mail is like an answering machine. It's convenient but but not immediate," Guo said.

Forty-two percent say they do not engage search engines. Those who do seek leisure or entertainment news, as well as information useful for work or study. Traditional news ranked behind those searches. Online portal was used by half of those surveyed, compared with a quarter for Google, the leading search engine in the United States.

The survey, conducted in February and March, was based on random door-to-door household interviews in the five major cities. The sample size was 2,376, including 1,169 Internet users and 1,207 nonusers.


On the Net:

Markle Foundation:

China Internet Project:

China Internet Network Information Center:

Friday, November 18, 2005

Google offers "advertise on this site" feature

Google offers "advertise on this site" feature

2 hours, 29 minutes ago

Web search leader Google Inc. is offering a new private-label feature that allows advertisers to sign up directly on Web sites where they wish to advertise, the company said on Friday.

The Mountain View, California-based company said the feature, known as Onsite Advertiser Sign-up, will help Web site publishers connect with a wider range of small advertisers when using Google's behind-the-scenes ad management system.

Previously, advertisers seeking to market on Web sites using Google's syndicated AdSense advertising system had to enroll through Google's AdWords program and list sites where they wished their ads to be featured.

The new feature ties site owners and advertisers more directly. In turn, site owners and Google each receive a cut resulting ad sales.

AdSense, which allows Web site publishers to run keyword text or image ads through a system managed by Google, has become a phenomenally popular way for sites to generate revenue from each ad clicked on by site visitors. Google receives 99 percent of its revenue from advertising sales.

The new feature is designed to allow Web sites to sign-up smaller advertisers while leaving the headaches of managing the production and billing process to Google's automated software.

Advertisers wishing to advertise directly on a Web sites using the syndicated Google advertising program can click on an "Advertise on This Site" link that takes them to a Google page where they can create an AdWords ad for the specific Web site.

Ads created through Onsite Advertiser Sign-Up will compete in the same auction as all other Google ads. The new feature is an extension of Google's site-targeted advertising, which was launched earlier this year.

More information on the onsite advertising program will be available at