6-K
BAIDU, INC. filed this Form 6-K on 04/28/2017
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First Quarter 2017 Financial Highlights

 

    Total revenues in the first quarter of 2017 were RMB16.891 billion ($2.454 billion), a 6.8% increase from the corresponding period in 2016. Mobile revenue represented 70% of total revenues for the first quarter of 2017, compared to 60% for the corresponding period in 2016.

 

    Operating profit in the first quarter of 2017 was RMB2.006 billion ($291.4 million), a 9.3% decrease from the corresponding period in 2016. Baidu Core (Search Services and Transaction Services combined) non-GAAP operating margins were 26.2%, with Transaction Services reducing Baidu Core non-GAAP operating margins by 16.8 percentage points. iQiyi further reduced non-GAAP operating margins by 10.6 percentage points for the first quarter of 2017.

 

    Net income attributable to Baidu in the first quarter of 2017 was RMB1.777 billion ($258.1 million), a 10.6% decrease from the corresponding period in 2016. Diluted earnings attributable to Baidu per ADS for the first quarter of 2017 were RMB4.63 ($0.67); non-GAAP net income attributable to Baidu2 in the first quarter of 2017 was RMB2.390 billion ($347.2 million), a 1.3% increase from the corresponding period in 2016; non-GAAP diluted earnings per ADS3 for the first quarter of 2017 were RMB6.85 ($1.00).

In the following section, comparison and analysis are provided based on reported consolidated financial results.

First Quarter 2017 Results

Baidu reported total revenues of RMB16.891 billion ($2.454 billion) for the first quarter of 2017, representing a 6.8% increase from the corresponding period in 2016.

Online marketing revenues for the first quarter of 2017 were RMB14.738 billion ($2.141 billion), representing a 1.3% decrease from the corresponding period in 2016. Baidu had about 451,000 active online marketing customers4 in the first quarter of 2017, representing a 23.2% decrease from the corresponding period in 2016. Revenue per online marketing customer for the first quarter of 2017 was approximately RMB32,200 ($4,678), a 26.8% increase from the corresponding period in 2016.

Traffic acquisition cost as a component of cost of revenues was RMB2.185 billion ($317.5 million), representing 12.9% of total revenues, as compared to 14.1% in the corresponding period in 2016 and 14.5% in the fourth quarter of 2016.

 

2  Non-GAAP net income attributable to Baidu represents net income attributable to Baidu excluding share-based compensation expenses and the gain or loss associated with the issuance of the shares by our equity method investees at a price higher or lower than our carrying value per share.
3  Non-GAAP diluted earnings per ADS represents diluted earnings per ADS calculated based on non-GAAP net income attributable to Baidu.
4 

The number of active online marketing customers and revenue per online active customer exclude our group-buying and delivery related businesses for consistency with previous reporting.