Chinese Social Media Demographic (eBook)
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Chinese Social Media Demographic (eBook)

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This free eBook outlines the audience profiles that are found using the various Chinese social media platforms such as Sina Weibo, Qzone, WeChat etc

This free eBook outlines the audience profiles that are found using the various Chinese social media platforms such as Sina Weibo, Qzone, WeChat etc

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  • 1. 1    Who  Is  Using  What?    Chinese  Social  Media  Demographics                                  Share this eBook A Publication of      
  • 2. 2     Table of ContentsChina’s social-media boom....................................................... 4Who use social media? What social media are they using? .. 5 1. Blog ...................................................................................... 6 2. Community and Forum ...................................................... 7 3. Video-Sharing ..................................................................... 7 4. Instant Messaging ............................................................... 8 5. Encyclopedia Sites ............................................................. 8 6. Q&A Sites ............................................................................. 8 7. Socialized Bookmarking .................................................... 9 8. Comment Sites .................................................................... 9 9. Weibo ................................................................................. 10 10. Social Networking Sites .................................................. 10 11. Mobile Social Tools ......................................................... 11 12. Location Based Service Sign Up .................................... 12 13. Micro-Blog ....................................................................... 12 14. Shopping-Sharing Sites ................................................... 13 15. Image Sharing Sites ........................................................ 13 16. Group Buying Sites .......................................................... 14 17. Social Gaming Sites ........................................................ 15 18. Ecommerce ..................................................................... 16 19. Travel Sites ....................................................................... 17 20. Ticket Sales ...................................................................... 17 21. Book Sites ......................................................................... 17 22. RSS Feed ........................................................................... 18 23. Business Social................................................................. 18 24. Marriage Social ............................................................... 18 25. Recruitment Sites ............................................................. 19 26. Classified Information ..................................................... 19Additional insights ..................................................................... 20Summary .................................................................................... 22  Share this eBook      
  • 3. 3    A Digital Jungle PublicationAbout Digital Jungle:Digital Jungle is head quartered in China and is the leadingAsian social Influence marketing Agency.Our marketing philosophy is about facilitating discourse withyour clients and prospects; encouraging them tocommunicate back with your company. Doing this candevelop trust with your brand, spread your message fast,increase customer loyalty, and increase sales.Digital Jungle leverages expertise in content marketing todevelop superior social media marketing campaigns thatcombine with additional online channels such as searchmarketing (SEO/SEM), ePR, eDM, display media and affiliatemarketing services to amplify the communications and echokey messages.Digital Jungle leverages thought leadership in contentmarketing with the deep knowledge of digital marketingchannels to support our clients’ business needs, be it on theweb or via mobile devices. We are the partner of choice foryou when launching new products, repositioning a brand orparticipating in the social world.Additional information:Website: www.digitaljungle.com.cnSlideshare: http://www.slideshare.net/digitaljungleTwitter: @digitaljunglecnSina Weibo: digitaljungleShare this eBook      
  • 4. 4    China’s social-media boomIn 2012, the number of internet users within China grew toover 538 million! According to eMarketer data (Feb 2012)more than 1.2 billion internet users access social mediawebsites at least one time per month. It is estimated that thenumber of Chinese social media users will reach over 300million by 20145 (an increase of 16.6% compared to theprevious year, a staggering 55.7% of all Chinese internetusers). eMarketer predicts that in 2012 the number of globalsocial media users will reach a staggering 1.43 billion, ofwhich Chinese users make up 21%. The number of Chinesesocial media users is growing at a particularly fast pace, ahigher rate than any other country in the world. It isestimated that the number of Chinese social media users willcontinue to have a stable increase. This trend is as a result ofchanging governmental restrictions. We can hypothesize aninfluential future for social media in terms of Chinesemarketing and the increasing involvement of the Chinesenetizen.Share this eBook      
  • 5. 5    Who use social media? What social media arethey using?  A new McKinsey survey of 5,700 Internet users in China foundthat 95% of those living in Tier 1, Tier 2, and Tier 3 cities areregistered on social-media sites. In addition, China hasbecome by far the world’s most active social-mediapopulation, with 91 percent of respondents saying theyvisited a social-media site in the past six months, comparedwith 30 percent in Japan, 67% in the United States, and 70percent in South Korea. The survey, which explores thebehaviour of Chinese consumers on social networks, is thefirst of its kind in China. % Of People Who Have Visited Social Media In The Past Month 100%   80%   60%   40%   20%   0%   China Japan South Korea USAThese days there are lot of different kinds of social media.Choosing the most suitable social media platform whichcontains your desired target audience for your marketingneeds is the key for social media marketing success. Fromblogs and forums in the early days to the launch of mobileapplications such as WeChat, the social media environmentis constantly evolving.Share this eBook      
  • 6. 6    Classification and Categories of Chinese Social MediaNote – The four tiers:1st tier city: Beijing, Shanghai and Guangzhou.2nd tier city: The Capitals of Chinese Provinces3rd tier city: Prefecture-level Cities4th tier city: County-level City.According to ChinaLabs (2012), the various forms of socialmedia include;1. BlogE.g. Sina Blog, Blog ChinaNumber of users (approximately on better known sites) –Around 350 million on larger sitesWho uses this medium? - Blogs have a high diversity of users,for instance males and females from a variety of age groupsuse blogs for a variety of reasons. As blogs are often topic orindustry specific the blog site that you, as a marketer, willchoose is dependent on a) what you are trying to sell, andb) which sites your target audience are using; for instance ifyour target market is businessmen within China, you will seekto promote on blogging platforms such as the ‘Sina Financeand Economics Blog’ as this is where your target market willbe active. Students and academic professionals are alsoparticularly active on blogging sites,due to research educationalresearch facilities. Marketers shouldutilize blogging sites to increasebrand exposure and awareness,whist blogging a variety of content toengage readers with your brand.Share this eBook      
  • 7. 7    2. Community and ForumE.g. Tianya, Mop, DoubanNumber of users (approximately on better known sites) –Around 160 MillionWho uses this medium? – These kind of sites are generallyused by a youthful demographic for entertainment purposes,whether this is sharing the latest trends or communicatingwith others who share a common interest. Marketers shouldseek out specific communities that are relevant to theirmessage, and then post relevant information and content toengage with users. The aim is to drive traffic to your website,whilst establishing your brand as a thought leader within theforums.3. Video-SharingE.g. YoukuNumber of users (approximately on better known sites) –350 MillionWho uses this medium? - Video sharing is used by a widevariety of people from business executives, to students. It canbe used as a source of information seeking via educationvideo content, or how to webinars etc. as well as a source ofentertainment. Marketers should aim to utilize this medium, inconjunction with other social media marketing to educateand inform consumers of their message, as well as postingpromotional videos, advertisements etc.Note: The Chinese consumer trends of 2012 indicate apreference for visual contentShare this eBook      
  • 8. 8    4. Instant MessagingE.g. QQNumber of users (approximately on better known sites) –Around 450 MillionWho uses this medium? - This is the most widely used form ofsocial media in China. QQ operates in a similar manner toMSN or Skype; it is the most popular chatting tool in China,largely utilized via smartphones.5. Encyclopedia SitesE.g. Baike, Baidu, WikipediaNumber of users (approximatelyon better known sites) – 100 – 200 millionWho uses this medium? - These are predominately used byacademics and students for information search.  6. Q&A SitesE.g. Baidu, Zhidao, QuoraNumber of users (approximately on better known sites) – Lessthan 100 MillionWho uses this medium? - These sites are used to posequestions or to answer others’ questions. Savvy markers canutilize these sites to find questions and topics that theirorganization is either a relevant source of information, or yourproduct or content can help solve any queries.Share this eBook      
  • 9. 9    7. Socialized BookmarkingE.g. Google bookmark, RedditNumber of users (approximately on better known sites) – Lessthan 100 MillionWho uses this medium? - These sites are predominately usedby younger people, generally in the 20-30 age brackets.Social bookmarking is the term used for collecting andstoring your favorite webpages, much like Stumble Upon inthe west. Uploading your organizations webpages, blogarticles etc. onto these websites is a good way of generatinginterest, as individuals can store them for their friends to seeand hopefully share.8. Comment SitesE.g. Dazhong, DianpingNumber of users(approximately on betterknown sites) – Less than 100MillionWho uses this medium? - Thesesites usually revolve around thefood, service and various otherforms of entertainment industries. They are also usuallydominated by the white-collar worker, who has a certaindegree of disposable income and uses these sites toestablish themselves and/or their points of view with others;creating an online persona for themselves within acommunity of individuals who share their interests.Share this eBook      
  • 10. 10    9. WeiboE.g. Sina Weibo, Tencent WeiboNumber of users (approximately on better known sites) – 270MillionWho uses this medium? - Weibo,China’s Twitter equivalent, isincredibly popular with the youthfuldemographic, particularly ages 20-30. These sites are used, much liketwitter, to share information withfriends, generate gossip, and followbreaking news stories. Marketersshould look to ‘piggyback’ trendingstories and pages that can be linkedto their message, brand, orproduct/service.10. Social Networking SitesE.g. Renren, KaixinNumber of users (approximately on better known sites) – 250MillionWho uses this medium? - These are often termed as the“Facebook Clones”, operating within a profile page modeland with the majority of users aging between18-30 it’s easyto see why. Students and white collar workers often use thesesites as a way of contacting friends, establishing relationships,or sharing experiences and content that they like.Share this eBook      
  • 11. 11    11. Mobile Social ToolsE.g. WeChatNumber of users (approximately on better known sites) – 200MillionWho uses this medium? – The rise in popularity ofsmartphones, and as a result smartphone applications andtools such as WeChat, has seen immense industry prosperity.By September 2012 WeChat already had over 200 millionregistered users (most of which come from other Tencentplatforms in China, or Sina Weibo.); of which approximately50% are between the ages of 25-30, most of which are white-collar. WeChat is now the most popular social networkingapplication in six countries (measured by downloads):Taiwan, Hong Kong, Vietnam, Argentina, Thailand and Brunei(App Annie), and it measured top ten in 43 different markets(November 25 2012, Apple Inc.’s iOS). There are many waysin which these applications can be used to a marketersadvantage, be sure to check out our complete guide on thistopic. “Conquering WeChat” – providing insights and trends regarding the Chinese consumer preferences, ways in which marketers can utilize this information, and best practice examples: www.digitaljungle.com.cn/eBook /conquering-wechat-effective-b- 2-c-communication/Share this eBook      
  • 12. 12    12. Location Based Service Sign UpE.g. DiguNumber of users (approximately on better known sites) – Lessthan 100 millionWho uses this medium? - LBS sign up is used in majority by ayounger demographic, and in particular, young professionalswho hope to show off their status by “checking-in” atpopular or exclusive locations in order to show off to theirfriends. You will find that in most aspects of Chinese socialmedia culture, and consumer culture for that matter is thatstatus and perceived status. This is why the Chineseconsumer, and social media environment, often revolvesaround the use of a smartphone, picture centric content,and an ecommerce focus. Marketers can use this to theiradvantage, although it may often depend upon the industryin which your brand operates. This is also a useful ploy toincorporate with QR codes.13. Micro-BlogE.g. DiandianNumber of users (approximately on better known sites) – Lessthan 100 MillionWho uses this medium? - These sites are predominately usedfor users to share their experiences, thoughts and feeling withfriends, and likeminded people. The majority of users arequite young; therefore marketers should use appropriatetones and information relevant to this demographic, usingtag words to reach their specific target market.Share this eBook      
  • 13. 13    14. Shopping-Sharing SitesE.g. Meilishuo, MogujieNumber of users (approximately on better known sites) – Lessthan 100 MillionWho uses this medium? - These sites are dominated by thefemale consumer, used for information search and oftenpurchasing via ecommerce links with Taobao. Organizationshoping to promote clothing, furniture, accessories etc.should be looking to exploit these useful and popularplatforms.15. Image Sharing SitesE.g. DuitangNumber of users (approximately on better known sites) – Lessthan 100 MillionWho uses this medium? - Image sharing sites cover a broadspectrum, for example the afore mentioned shopping-sharesites are also picture sharing sites, but with a particular focus.Sites like Duitang operate in a very similar way to Pinterest,and are increasingly popular due to Chinese consumerpreferences for visual content that is accessible on themove. These sites allow for pictures to be shared, separatedby themes, and allow for the inclusion of back links towebsites. For further information on how to marketsuccessfully on such platforms please visit our specializedeBook“How to Triumph in the Chinese Picture Sharing Universe”http://www.digitaljungle.com.cn/eBook/how-to-triumph-in-the-chinese-picture-sharing-universe/Share this eBook      
  • 14. 14    16. Group Buying SitesE.g. Meituan, Nuomi, JuhuasuanNumber of users (approximately on better known sites) – Lessthan 100 MillionWho uses this medium?Group buying sites are a growing enterprise within China.Much like Groupon (before its decline) sites, such as Meituan,are flourishing. Group buying is one of the fastest growingtrends in China at +29 %, with online shopping +25%.Numbers of users group buying in China reached 83,270,000in 2012 (CINIC, Jan 2013), therefore the opportunities formarkers on these sites are evident. Users are mostly femalewhit collar workers, aged between 20 -39.Share this eBook      
  • 15. 15    17. Social Gaming Sites  E.g. Kaixin FarmNumber of users (approximately on better known sites) – 100MillionWho uses this medium?The general population have an undying thirst for gambling,chance, competition, and the accumulation of score (whichcan be used to gain prizes, or as social status in completionwith peers); all of which can and should be used to amarketers advantage in China. These sites are usually usedas a way of killing time, however, due to the smartphoneculture, when walking around the streets of any Tier 1 city inChina the effect of these sites is evident. People whenwalking, taking the subway, in fact when doing just aboutanything will be indulging in these activities, suggesting thepotential is infinite.For more information please check outthis free eBook:“5 Must-do Strategies for ChineseContent Marketing”www.digitaljungle.com.cn/eBook/5-must-do-strategies-for-chinese-content-marketing/Share this eBook      
  • 16. 16    18. Ecommerce E.g. Taoclean, Alibaba Number of users (approximately on better known sites) – 100 MillionWho uses this medium?These sites possess a wide array of people from a wide rangeof demographics. Largely as a result of the Chineseconsumers desire for peer approval and status recognition,sites such as Taobao and their affiliate websites) have grownto unprecedented status. They are widely linked to manyother forms of social media, picture sharing sites in particular.To give you a picture of how important ecommerce is to theChinese consumer culture below are a few statistics. • TaoBao (China’s eBay) generates 50,000 sales per minute (Boston Consulting Group, May 2012) • Total Value of transactions on Taobao exceeded 1,000,000,000,000 RMB (approx. US$160 billion) (Aubaba Group, cited in China Internet Watch Dec 2012) • 59% of shoppers are aged between 25 and 35 (Aubaba Group, cited in China Internet Watch Dec 2012)Share this eBook      
  • 17. 17    19. Travel SitesE.g. XiechengNumber of users (approximately on better known sites) – Lessthan 100 MillionWho uses this medium?People use these sites to compare, research and book traveland hotels. These can be found in many forms, from picture,experience sharing sites to price comparison sites such as C-Trip. If marketing a brand related to travel or leisure industriesthese sites could prove a beneficial source of exposure. Dueto the nature of these sites, they are generally used by adultswith a degree of disposable income.20. Ticket SalesE.g. DaimaiNumber of users (approximately on better known sites) – Lessthan 100 MillionWho uses this medium? - Used to search and purchasetickets, due to the nature of purchasing, these site aregenerally used by consumers aged 20 and above.21. Book SitesE.g. Qidian, RongshuxiaNumber of users (approximately on better known sites) – 200millionWho uses this medium? - These sites are used to research andread books. If this is your industry, or you have online materialto post, this is an option for your marketing efforts.Share this eBook      
  • 18. 18    22. RSS FeedE.g. Zhuanxia, XianguoNumber of users (approximately on better known sites) – Lessthan 100 MillionWho uses this medium? - Students, academics and otherswho are searching information are the most prominent usersof these platforms.23. Business SocialE.g. Tianji, YoushiNumber of users (approximately onbetter known sites) – Less than 100 MillionWho uses this medium? - Academics, scholars, and industryprofessionals are the most frequent users of these sites. Theyare used to research information regarding latest trends,information, techniques etc. within the business sector. Thesesites can be utilized to appeal to a certain demographic, forinstance, MBA schools might utilize these sites in order toattract the attention of business executives.24. Marriage SocialE.g. ShijijiayuanNumber of users (approximately on better known sites) –More than 100 MillionWho uses this medium? - These are more commonly knownas “dating sites”, therefore brands who hope to marketthemselves, or have links to dating such as restaurants etc.should think about using these platforms.Share this eBook      
  • 19. 19    25. Recruitment SitesE.g. ZhaopinNumber of users (approximately on better known sites) –300 MillionWho uses this medium? - These are sites used for people tosearch for job vacancies, therefore marketing opportunitiesare limited. However, if you have vacancies to fill this couldbe a valid option.26. Classified InformationE.g. Gangi, 58.comNumber of users (approximately on better known sites) –more than 200 MillionWho uses this medium? - These are comprehensive sites,containing a whole host of information. These are usuallyused for information search by a variety of people.Share this eBook      
  • 20. 20    Additional insightsThe demographic usage of social media platforms differdependant on what tier cities users are in, and as a resulthave different usage models. Social media users in 4th tiercities tend to use less the internet platforms than cities ofother tiers, especially regarding search engine, video-sharingand instant messaging platforms. While Sina Weibo has thebiggest influence in the cities of all tiers, Tencent Weibo has abigger influence on netizens within low-tier cities, which inturn has its own implications for marketers in terms oftargeting your demographic accurately and effectively.(Source: Nielsen)According to research, the golden online consumers(consumers who spend most money on online shopping)make up 17% of the total consumer expenditure in China;while they contribute to nearly half of the total onlinespending. 78% of the golden online consumers are frequentuser of Weibo and SNS. These golden online consumers relymore on the internet, and in particular social media, thanother netizens and as a result are lucrative for marketers.Their consumer patterns differ greatly from your averagenetizen, preferring to spend more time listening andwatching online music or video, as well as purchasingproducts with a higher fiscal value. Due to their lifestyle theyare keen to book hotels and look for restaurant online, this iswhere social media sites are of use to marketers, for exampleLskong.com or Meishixing.com for food marketing.Share this eBook      
  • 21. 21    Among these social media users, students are a particularlyimportant group. They are the most prominent potentialonline consumer base who is pro-active on social networksi.e. being the largest group using the most platforms. Usuallystudents are attracted by SNS during teaching hours and willturn to Weibo after they leave school. Also, as a result ofbeing the most active social media netizens in China, theyare the number one source of ‘trends’; if your messageresonates with a large group of students, creating a buzz,promotional activities are much more effective through theuse of social interaction and social sharing amongst allplatforms. Having grown up in a much less restricted onlineenvironment, they are more likely to have a greaterinfluence upon consumer decisions.Social media is blooming all over the world and China,although a late starter is no different. While instant messageand image-sharing sites are extremely popular in China,marketers should notice the importance of other forms ofsocial media. Compared to other countries social media hasa greater influence on purchasing decisions for consumers inChina. According to the research, Chinese consumers aremore likely to consider buying a product if they see itmentioned on a social-media site and more likely topurchase a product or service if a friend or acquaintancerecommends it on a social-media site (Source: MckinseyChina.This phenomenon can be explained partly by the differencesin Chinese culture to the western world. Previously, theChinese government have had great control over themedia, thus creating a lack of trust within the netizen. Peer-to-peer recommendations will attract the Chineseconsumers’ interest to a greater degree. In general, Chineseconsumers don’t trust the information from news sources andadvertising; consumers are likely to believe the word-of-mouth messages from their friends, family, and key opinionleaders, many of whom share information on social media.Share this eBook      
  • 22. 22    SummaryThe afore mentioned social media sites are of suchpopularity that savvy marketers should be taking advantageof their importance to engage with the immense andincreasingly affluent online audience using social media.These online audiences rely on social media as a vital sourceof information for brand and product information in order tomake decisions and comparisons prior to purchase. In China,the social-media environment is quite complex right now.Social-media users are not all similar. They join social mediafor different reasons and choose the platforms they preferbased on these demographic preferences. The strategiesformed by marketers should consider all the elements thatcan reach their desired target audience effectively, with theleast effort. Marketers can only understand key segmentsthoroughly by facilitating in consumer engagement analysis;marketers can then form appropriate insights on a muchlarger spectrum of business activities, such as productdevelopment, brand and marketing strategy, sales, leadgeneration, customer service and support.Share this eBook      
  • 23. 23    Naturally the methods in which marketing strategies will differdepending upon the medium chosen, however the Chineseconsumer trend of acquiring news from friends and sharinginformation/news with friends has become a specificdemand of the Internet users. As a platform where peoplecan publish information with a much higher degree of freespeech than ever before, with a high frequency, Weibo isthe ideal platform for Internet users. Meanwhile, peoplebegan to use the SNS to contact family and friends moreand more frequently, especially dueto the ever increasing demand forsmartphones in China. The Chinesesmartphone market grew 293%between October 2011 and 2012,and is set to overtake the US in 2013.In 2012 more people bought asmartphone than a PC (Flurry’smobile and advertising analytics),therefore, if social media is beingused constantly, and on the move, itis essential that marketers areproactive on social media sites,particularly those that are accessiblevia this medium.In the future, the marketers need to balance the usage ofdifferent platforms. Weibo will be used to obtain informationwhile the SNS will be used to establish and maintain therelationship.Share this eBook      
  • 24. 24     This White Paper is brought to you by; Digital Jungle: A leading SOCIAL INFLUENCE marketing agency specializing in Chinese & Asian content marketing solutions. We believe in using CONTENT FOR MARKETING – this leads to great social media programs and search marketing outcomes Digital Jungle has extensive experience working with automotive brands in China, and offers social media marketing services, and dealership digital management services to automotive brands operating in China mainland.Contact Us Connect With UsDigital JungleEmail: info@digitaljungle.com.cn www.weibo.com/digitaljunglePhone: +86 10 6561 5818Address: 4/F, BeiBiaodechengBusiness Center, No.25, Yong An Li @digitaljunglecnZhong Street Chaoyang District,Beijing 100022 Check out some of our other publications: www.linkedin.com/company/digital-jungle Conquering WeChat – www.digitaljungle.com.cn/eBook/conquering-wechat-effective-b-2-c- communication/ 5 Must-do Strategies for Chinese Content Marketing – www.digitaljungle.com.cn/eBook/5-must-do-strategies-for-chinese- content-marketing/ How to Triumph In the Chinese Picture Sharing Universe - www.digitaljungle.com.cn/eBook/how-to-triumph-in-the-chinese- picture-sharing-universe/ Share this eBook