China Mandarin public attention measured by Baidu index
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Abstract
As China’s dominant search engine, Baidu launched Baidu Index to collect and analyze internet search trends. This study explores the application of the Baidu Index for monitoring online search behavior related to Mandarin and interpreting its driving forces. Baidu Index data for the keyword Mandarin from January 2011 to February 2026 were retrieved, covering search trends, geographical distribution, and demographic characteristics. Mandarin search volume has increased structurally and remained elevated since 2018, fluctuating periodically alongside the National Mandarin Promotion Week. Regional disparities exist in its popularity, with higher levels in eastern, coastal, and central urban areas. Users aged 20–29 are the dominant group, accounting for 44.43% of total searches with a TGI of 279.86. The spatiotemporal evolution and group characteristics of Mandarin attention reflect the complex interplay of national language policies, socio-economic development, educational resource distribution, and individual career development needs.
Keywords: Mandarin; Baidu Index; public attention
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