Netpop | Connect: Media Shifts to Social - China 2009 Preview

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Summary of Netpop Research's 2009 Social Media in China report. For more information about the full report, go to http://netpopresearch.com/node/26582.

Summary of Netpop Research's 2009 Social Media in China report. For more information about the full report, go to http://netpopresearch.com/node/26582.

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  • 1. 转向社交 中国 向 Media Shifts to Social China M di Shift t S i l Chi 社交内容对网络营销及商业运作的影响 What social content means for online marketing and business practices Cate Riegner, Vice President, Research Netpop Research, LLC | Connect
  • 2. Introduction Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 2
  • 3. For Netizens of China, the Web is a place to connect … Motivations for Going Online 82% 71% Over two-thirds go online to 68% talk, share and stay-in-touch 超过三分之一的中国宽带网民通 超过 之 的中 宽带 通 过互联网谈论、分享、联络 80% Describe the Internet as “Social” 80%认为互联网具有 社交功能 Base: All respondents China To T express my To t th T get other To stay in touch opinions people’s N=4269 with others opinions Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 3
  • 4. … with an average of 17 people one-to-one, g pp , and 49 people one-to-many, every week 48.9 Average Number of Connections per Week 16.8 One-to-One One to One One-to-Many One to Man 一对一 一对多 Base: Devote at least 1% of their online time to communication N=4111 Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 4
  • 5. Among China’s 243 million broadband users …. 243 Million Chinese Broadband Population Age 13+* 中国有2.43亿13岁以上的宽带网民* 中国有2 43亿13岁以上的宽带网民* * China Internet Network Information Center, U.S. Census, Netpop Research, LLC Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 5
  • 6. Among China’s 243 million broadband users …. 243 Million Chinese Broadband Users age 13+ * .... 92% contribute regularly to social media Upload audio 92%经常向社交媒体发布内容 Upload video Post to a wiki Publish a blog Upload photos Upload podcasts Publish a website Tag articles, videos Post to a micro-blog Send/forward emails Live in a virtual world Post to a blog, forum Base: All respondents China Rate or review a product N=4269 Share files in P2P network Use SN sites/publish personal page * China Internet Network Information Center, U.S. Census, Netpop Research, LLC Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 6
  • 7. Social S i l media are an important part of life f Chi di i tt t f lif for Chinese students and td t d young professionals 社交媒体在中国已成为学生和职场青年生活中重要的一部分 Providing access to information and opportunities that are created by the people, for the people 它所传递的信息与机会来于网民,用于网民 Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 7
  • 8. More and more, social media are where they f M d il di h th focus th i attention, their tt ti form their opinions, influence others, and work to get ahead 愈来愈多地,社交媒体成为网民汇聚关注,形成观点,影响他人,以及 取得工作进展之地 They wield a force on Chinese markets that leaves companies on the sidelines – outside the conversation 它们在中国市场中已逐渐 掌权 ,甚至将商家变成了局外人 它们在中国市场中已逐渐“掌权”,甚至将商家变成了局外人 Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 8
  • 9. To t T stay relevant, companies around the world need to discard age- l t i d th ld d t di d old approaches to advertising and marketing 顺应时势,全球的商家需要摒弃守旧的营销策略 Mind-share is not only about a message, a medium, or even a market anymore 因为,提升消费者心理占有率不再只关乎广告措辞、媒介选 择,抑或受众定位 Social S i l media is changing everything, everywhere di i h i thi h 社交媒体正在改变事事,处处 Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 9
  • 10. This N t Thi Netpop report examines the modes of social media in China, t i th d f il di i Chi the users driving the trend, and the sites facilitating the interactions 此份Netpop报告分析了社交媒体在中国的模式、引导潮流的用户,以及 此份Netpop报告分析了社交媒体在中国的模式 引导潮流的用户 以及 促进互动的网站 Pointing to new ways of engaging consumers and integrating brands in social media spaces 同时,也为如何吸引消费者及如何将品牌融入社交媒体空间 指出新出路 Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 10
  • 11. Social Media Modes Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 11
  • 12. gularly 100% Send email 90% vity Reg We examine the use and 80% frequency of many modes of 70% Percent Who Do Activ social media il di 60% One-to-One Private Send/forward email with links/attachments 50% One-to-Many Private o One-to-Many Public 40% IM What is Contributed Text message 30% 20% Percent Who Do Activity Daily 10% Video conferencing VoIP 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 12
  • 13. Who Contributes Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 13
  • 14. 224 million broadband users actively contribute to social media. 243 Million Chinese Broadband Users age 13+ * Contributors: 92% (224 million) Upload audio Upload video Post to a wiki Publish a blog Upload photos Upload podcasts Publish a website Non- Non Tag articles, videos Contributors: Post to a micro-blog 8% Send/forward emails (19 million) Live in a virtual world Post to a blog, forum Rate or review a product Base: All respondents China Share files in P2P network N=4269 Use SN sites/publish personal page * China Internet Network Information Center, U.S. Census, Netpop Research, LLC Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 14
  • 15. Individuals who do 6 or more social media activities regularly are heavy contributors 243 Million Chinese Medium Broadband Users Contributors: age 13+ Regularly Engage in 4 to 5 Activities Heavy Contributors: Regularly Engage in 6 + Activities Upload audio Upload video Post to a wiki Publish a blog Upload photos Upload podcasts Publish a website Non- Non Tag articles, videos Contributors: Light Contributors: Post to a micro-blog No Activities Regularly Engage in 1 Send/forward emails to 3 Activites Live in a virtual world Post to a blog, forum Rate or review a product Base: All respondents China Share files in P2P network N=4269 Use SN sites/publish personal page * China Internet Network Information Center, U.S. Census, Netpop Research, LLC Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 15
  • 16. 《转向社交 - 中国》报告是用英文撰写的,但如果您有任何问题或需要翻译,请 发电子邮件至support@netpopresearch.com。 Through this preview of our perspective on social media modes and contributors, we hope you are interested in learning more. To purchase the full report, please visit www.netpopresearch.com or contact us at sales@netpopresearch.com. • Use and frequency of 20 online communication and social media channels, including photo-sharing, video-sharing, micro-blogging, social networking, tagging, wikis, etc. The full report includes: p • Differences in use and frequency among younger users, identifying how usage among teens and college students differs from older users • Comparison of light, medium and heavy social media users to A comparison of heavy medium heavy, medium, understand the heaviest “influencers” and how are their usage habits and motivations differ from less active users light, and non-contributors • Public versus private sharing of Web 2.0 comments and content: who shares publicly online and what motivates their Web 2.0 YouTube, Flickr, Windows Live, involvement Twitter, Photo.163, Tianya, Tudou, • Profile of five Chinese Web 2.0 brands: (Photo.163.com, Tianya.cn, Blogcn, and MOP users Tudou, Blogcn, and MOP.com) and four international Web 2.0 brands (Flickr, Twitter, Windows Live, and Youtube) to identify the types of users and unique motivations that drive usage of these sites • Implications for online marketing and advertising strategies: What social media means for the way businesses Netpop | Connect Media Shifts to Social - China 2009 Netpop Research, LLC 16