The search engine market in Asia is as diverse as the cultures and languages found in the region. Most of the attention on search engine marketing in Asia focuses on China and the 162 million Internet users there. Companies that want to engage the Asian search engine market should also consider the additional 297 million users in the other countries in the region. Countries such as Korea and Japan have high Internet usage penetration rates and more mature search markets, while China and Japan’s penetration rate is significantly lower and they have a lot of room for growth in the search arena.
No single search engine leads the pack, although Google enjoys success in much of the region. Besides Yahoo!, the two search engines that compete with Google in local markets are Baidu – the market leader in China – and Naver in Korea. Baidu is also entering other markets in the region, such as Japan. Naver is a very successful search engine in Korea where Google languishes in sixth position (based on market share).