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

Introduction
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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
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… 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
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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
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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
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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
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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
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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
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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
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Social Media Modes
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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%
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Who Contributes
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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
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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
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《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
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