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