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Portal and entertainment sites most popular in China

Online users in Greater China spent 24.4% of their time on portal sites in April, according to Comscore’s Media Metrix.

Entertainment sites followed, accounting for 9%, with search/navigation securing 6.2% of total minutes. Time spent on social networks accounted for just 5.5%, less than one-third of the category’s percentage on a worldwide basis. The retail category ranked fifth with 5.0% of time spent in Greater China.

Tencent lead as the top portal in Greater China reaching 64.4% of all internet users in the market. Online video provider Youku was the largest entertainment site with 19.2%, while Baidu.com ranked as the largest search/navigation property reaching 59.4% of web users. Oak Pacific interactive sites, including Renren, led as the most visited social network reaching 17.8% of unique visitors, while Alibaba.com ranked as the number one retail destination reaching 36.5% of visitors.

“The digital environment is constantly growing and evolving and no place is greater proof of this than Greater China,” said Xinyu Huang, senior vice-president, Comscore, Greater China. “To support these burgeoning digital economies, agencies, advertisers and publishers need reliable audience metrics in order to move ad dollars online, helping the industry to flourish.”

Jenni Baker, London