Vaping Data: Guangdong Leads Interest, 70% of Users Are Men

On July 27, the Blue Hole editorial team recently researched the relevant search data on e-cigarettes from four major data platforms: Baidu Index, 360 Index, Sogou Index, and WeChat Index, and found some interesting results, which are summarized and shared here.

In terms of the three major search engines, Baidu has a market share of about 70%, while Sogou and 360 account for about 5% each.

1. Sogou Index: User search interest in e-cigarettes has remained stable over the past year.
 
Overall, Sogou users' interest in e-cigarettes has been relatively stable. On July 22 and 23, during important statements regarding e-cigarette legislation and regulation, there was no noticeable increase in Sogou users' interest, and the Sogou Index did not provide more user demographics.

WeChat Index: WeChat users' interest in e-cigarettes surged to over 10 million on July 23.
 
On July 23, the WeChat Index recorded 10.74 million instances of interest in e-cigarettes, coinciding with a significant reporting date for the National Health Commission's proposed legislation on e-cigarettes. After that day, interest in e-cigarettes returned to daily levels, averaging around 100,000 instances.

360 Index: Users are more concerned about the harms of e-cigarettes.
 
The 360 Index shows that user interest in e-cigarettes over the past year has not been particularly high, with a noticeable dip on July 23, which was lower than the peak interest seen in June.
 
The 360 Index provides specific keywords related to e-cigarettes, with most users focusing on the harms of e-cigarettes. In terms of brands, users are interested in three brands: IQOS, RELX, and Xiaoye.
 
In terms of user demographics, 69% are male and 31% are female.

In terms of age distribution, 47% are aged 25-34, 28% are aged 19-24, 15% are aged 35-49, 9% are under 18, and only 1% are over 50.

The combined interest of users aged 19 to 34 accounts for 75%.
 
From a regional perspective, users from Guangdong dominate, followed by Jiangsu, Zhejiang, Shandong, and Beijing.

4. Baidu Index: 72% of adults under 39 are interested in e-cigarettes.
 
The information index shows that in the past six months, user interest peaked at over 2 million.
 
Baidu users are also quite concerned about the harms of e-cigarettes.
 
The Baidu Index shows that the regional distribution of users interested in e-cigarettes is: Guangdong, Jiangsu, Beijing, Zhejiang, and Shandong. This is similar to the interest distribution of 360 users, with Guangdong still leading the way.
  Baidu Index shows that 70% of male users are interested in e-cigarettes, while 30% are female users, which is almost identical to the 360 Index.

In terms of age distribution, 51% are aged 30-39, 11% are aged 20-29, 30% are aged 40-49, 6% are over 50, and 2% are under 19.

Among Baidu users, 72% of adults under 39 are interested in e-cigarettes.

Through the analysis of the above four major online data indices, the WeChat Index provides a more accurate reflection of hot events related to e-cigarettes. The Baidu and 360 indices each have their strengths and can serve as important references for search engine marketing.