中国社交网用户分析
Social Networkers China
Who they are and what they mean for next generation advertising
他们是谁？他们对未来广告营销意味着什么？
Flickr photo by: D’Arcy Norman
| Connect

Social media is not a “new and growing” phenomenon in China –
it is the standard way of being online
社交媒体在中国早已悄然成长 —
它是一种重要的网络应用
In fact, the amount of talking and sharing online in China far exceeds
that of the United States
事实上，中国网民在使用互联网进行聊天、分享上已远远超过了美国
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 2

Social networking is among the more recent forms of social
media to take hold in China
社交网站是社交媒体在中国新近存在的形式之一
Yet 46 million Chinese are now contributing regularly to the
singular, intimate posts on social networking sites
目前，定期使用社交网站发布各样信息的网民在中国已有四千六百万
目前 定期使用社交网站发布各样信息的网民在中国已有四千六百万
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 3

This figure is already 15% higher than in the U.S. – where 40 million
people use social networking sites
这个数字高出美国15% — 美国仅有四千万社交网用户
… yet social networkers still represent a smaller proportion of the total
Chinese broadband population (24% compared to 29% in the U.S.) US)
但是，中国的社交网用户在宽带网民中所占的比例
相对较小（24%，而美国有29%）
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 4

Among the young urban professionals who make up China s broadband
make-up China’s
population, social networking offers a way to:
对于中国宽带网民中的都市年轻专业人士来说，社交网站使他们能够：
E d th i t
Expand their network of friends and contacts
k ff i d d t t
拓展交际圈
Advance their careers and business interests
增进工作兴趣
Share their expertise, enhancing their reputations
分享专业知识，从而提升知名度
分享专业知识 从而提升知名度
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 5

Given the integral role of social networking in the daily lives of
China’s young digital elites
考虑到社交网站在中国年轻的数字精英日常生活中所占比重，
… marketers cannot underestimate, let alone ignore, the importance
of reaching Chinese consumers in new ways
市场营销人士不应忽视或低估以新方式影响中国消费者的重要性
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 6

This Netpop report examines the users who, through the vein of
social networking, are influencing global changes
此份Netpop报告，以网络社交为脉络，分析了其用户
… both in the way consumers behave and the way purchase
decisions are made
在消费行为以及如何做购买决定方面的与众不同之处
Bring on the Social Networkers of China
敬请阅读《中国社交网用户》
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 7

The Social Landscape
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 8

Almost all (92%) broadband users in China are active contributors to
the Web via social media
192 Million Chinese
Broadband Users
age 13+
13
Contributors:
92%
(177 million)
Non-
Contributors:
Upload audio
8% Upload video
(15 million)
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
Rate or review a product
Base: All respondents
N=4269
Share files in P2P network
Use SN sites/publish personal page
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 9

Approximately 46 million Chinese regularly contribute through social
networking sites …
192 Million Chinese
Broadband Users
age 13+
13
Contributors:
92%
(177 million)
Social
Non- Networkers:
Contributors:
24% Upload audio
8% (46 million) Upload video
(15 million)
Post to a wiki
Publish a blog
Upload photos
… approximately 6 million more than in Upload podcasts
the United States Publish a website
Tag articles, videos
Post to a micro-blog
Send/forward emails
Live in a virtual world
Post to a blog, forum
Rate or review a product
Base: All respondents
N=4269
Share files in P2P network
Use SN sites/publish personal page
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 10

Xiaonei and 51.com duel for supremacy among Chinese social
network brands
192 Million
Chinese
Broadband
Users age 13+
Contributors:
Among CN Broadband Users: 92%
8% use Facebook CN (177 million users)
10% use MySpace CN
23% use Xiaonei
19% use 51 com
51.com Social
12% use Kaixin001 Networkers:
24%
23% (46 million users)
19%
12%
10%
8%
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 11

Among community sites, QQ retains the highest ratio of regular
users among those aware of the site
(Multiple colors) Percent among China broadband users who are aware of site
Percent who use site regularly
Top Community Sites among
Ratio of regular users among those aware of site Those Employed:
QQ 90% Soufun
73% 66%
ChinaRen
72% Xilu
Tianya 25% 35%
MOP
63% Groups.Google.com
ChinaRen 19% 30%
Xici 24% 63%
15%
Top Community Sites among
51.com 30% 63% Women:
19%
38% 61% Spaces.MSN
p
Xiaonei.com Tudou
23%
Soufun
Yahoogroups 27% 56%
15% Kaixin001
Groups.Google.com 26% 54%
14%
19% 54% Top Community Sites among
MySpace CN 10% Higher Income Earners
58.com 22% 51%
11% Flickr
Facebook CN
Kaixin001 24% 50% Soufun
12%
%
Xilu
Facebook CN
18% 44%
8%
Base: All respondents
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 12

Summarizing the differences across brands, unique profiles
come to light
Facebook CN users are the “elites” among Chinese netizens.
Facebook CN Users They are highly educated Online Insiders; highly connected,
y g y ; g y ,
and use a variety of devices and modes to communicate
MySpace CN users are netizens from a wide range of age
MySpace CN Users g p (teens to 40+), who have lots of interests, and use
groups ( )
many devices and modes to communicate
Xiaonei is where users go to connect with fellow college
Xiaonei Users students and alumnae. Most are single, full-time students
d 18-29 h
aged 18 29 who access th web f
the b from mobile d i
bil devices
51.com users are mostly men with lower incomes. While
51.com Users they spend more time online on weekends, they tend to
connect with fewer people and on fewer devices
Kaixin001 is the only site compared in this report with a
Kaixin001 Users higher proportion of women, many of whom work full-time.
They are highly connected and are heavy users of blogs.
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 13

Now that you have been introduced to Netpop | Connect and
Social Networkers, we hope you are interested in learning
more
To purchase the full report go to www.netpopresearch.com
Topics covered in the full report include:
p p
Demos: age, gender, employment, marital status
Number people connect with in typical week
Social Networkers and Non- Modes of communicating online
Contributors Average hrs. spent online per weekday, weekend day
Digital devices used to access the internet
Netpop attitudinal segmentation
Facebook, MySpace, Xiaonei, Products purchased or planned for purchased
51.com and Kaixin001 users Monthly online spending
Sources used to make purchase decisions
Implications for online advertising
Netpop Research, LLC Netpop | Connect Social Networkers China 2008 14