Do Chinese Internet Users Exist Heterogeneity in Search Behavior?

TL;DR

This study reveals heterogeneity in search behaviors among Chinese internet users, showing distinct patterns between PC and mobile searches and highlighting divergent attention in mobile searches based on Baidu Index data.

Contribution

It uncovers the previously overlooked heterogeneity in Chinese internet users' search behaviors using large-scale Baidu data analysis.

Findings

PC users prefer information search on PC end

Mobile users exhibit divergent and simultaneous keyword searches

Heterogeneity in attention limits focus in mobile searches

Abstract

Investor attention is an important concept in behavioral finance. Many articles have conducted cross-disciplinary research leading by this concept. In this paper, we use data extraction technology to collect a large number of Baidu Index keyword search volume data. After analyzing the data, we draw a conclusion that has not been paid attention to in all the past research. We find heterogeneity in searching by internet users in China. Firstly, in terms of search behavior, internet users are more inclined to use the PC end to obtain information when facing areas which need to be taken seriously by them. Secondly, attention is heterogeneous while searching. When Internet users search for information in mobile end, their attention is divergent, and search for seemingly unrelated keywords at the same time which limits their attention to information.