Baidu, competitor to google and China’s leading search engine, launched a search engine especially designed for older Web users in March 2009.
The portal, named “Baidu Elderly Search” in Chinese (s. pic 2), offers more than the empty, Google-style layout of the original Baidu search page (s. pic 1). It features larger fonts and search selections tailored for a more mature audience, from revolutionary song downloads to online forums on Tai Chi and keeping pet birds, popular pastimes among China’s retirees. The design emphasizes clicking instead of typing in order to help older users who might not find it easy to type Romanized Chinese (or pinyin) to produce characters for their searches. Interestingly, there are no graphics, text or ads.
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