Over 700 million people use Baidu’s app alone, with even more people using the search feature while not logged in.
Baidu Market Share
According to Statista, As of January 2024, Google has 81.95% of the global search engine market while Baidu has just 0.53%.
However, within China, Statista reports a 52% market share for Baidu in July 2024.
While still impressive, this data does not match our experience, as it seems to greatly overstate the market share of Bing (32%), while understating Baidu and the other search engines, Haosou (7%), Sogou (5%), and Shenma (2%). We run campaigns on all these search engines, and this is what we recommend:
– Start with Baidu, as it’s the biggest.
– Bing has a deal with Baidu, so Baidu ads can show up there as well.
– Haosou and Sogou are good to add on after a Baidu advertising campaign is running well.
– Shenma is one we use very rarely, due to low traffic.
Baidu’s Monthly Active Users 2026
Baidu has no doubt been continuing to grow in users. According to Baidu‘s report, the Baidu App reached over 724 million monthly active users (MAU) in 2025, with overall user growth remaining on a steady upward trajectory.
Baidu’s Gender Demographics
AppGrowing recently released some data on Baidu’s gender demographics. As you can see from the picture below, males tend to use the search engine more than Baidu. Males make up 74% of Baidu’s users while females make up 26%.
Baidu’s Age Demographics
According to Baidu Marketing’s Commercial Value of Baidu Creators Report (2023), users aged 25–45 make up 62% of the Baidu App’s user base, with post-80s and post-90s generations forming the platform’s core audience.
Baidu’s Location Demographics
Lastly, AppGrowing highlighted how users in China’s new first-tier cities, cities like Ningbo, Chengdu, Zhengzhou, Xi’An, and Hangzhou, used Baidu’s app more than any other city. This is similar to what I saw in my article of WeChat’s demographics. For more information regarding what China’s tier system is please see that article.
As you can see from the below picture, China’s new first-tier cities make up 23.3% of Baidu’s users while first-tier cities make up 10.4% and third-tier cities make up 20.7%. The article does not address what the difference is between the 24.4% at the top and the 23.3% in the graph concerning the new first-tier cities. Nevertheless, this category still remains Baidu’s largest user base.
