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Baidu Launches Search Site For Seniors

This story was written by Joseph Tartakoff.
Baidu, which already controls 64 percent of the search market in China, is now targeting senior citizens. Last month, the search engine launched a specialty site, "Baidu elderly search," which boasts bigger font sizes as well as links on its home page to sites that older people might like, such as a classical Chinese poetry forum and a page of revolutionary-song downloads, according to the IDG news service.

The percentage of senior-citizen Internet users in China is tiny, but Baidu (NSDQ: BIDU) hopes the new site will boost those numbers, IDG said. It should also give the company another property in its arsenal as it continues to fend off a challenge from Google (NSDQ: GOOG). Baidu seems to already have other demographic groups covered; it launched search engine for "youth" in 2006.

By Joseph Tartakoff

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