Netpop | Connect Social Networkers China 2008 Teaser
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Summary of Netpop Research's 2008 China Social Networking report. Go to www.netpopresearch.com for the full version!

Summary of Netpop Research's 2008 China Social Networking report. Go to www.netpopresearch.com for the full version!

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Netpop | Connect Social Networkers China 2008 Teaser Presentation Transcript

  • 1. 中国社交网用户分析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
  • 2. 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 Statesthat 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 2Netpop | Connect Social Networkers China 2008Netpop Research, LLC
  • 3. 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 3Netpop | Connect Social Networkers China 2008Netpop Research, LLC
  • 4. 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 )Chinese broadband population (24% compared to 29% in the U.S.) 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%) 4Netpop | Connect Social Networkers China 2008Netpop Research, LLC
  • 5. Among the young urban professionals who make-up China’s broadbandAmong the young urban professionals who make up China s broadband 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 k f f i d d t tExpand their network of friends and contacts 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 5Netpop | Connect Social Networkers China 2008Netpop Research, LLC
  • 6. 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 6Netpop | Connect Social Networkers China 2008Netpop Research, LLC
  • 7. 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》 7Netpop | Connect Social Networkers China 2008Netpop Research, LLC
  • 8. The Social LandscapeThe Social Landscape 8Netpop | Connect Social Networkers China 2008Netpop Research, LLC
  • 9. Almost all (92%) broadband users in China are active contributors to the Web via social media 192 Million Chinese Broadband Users age 13+ Contributors: 92% (177 million) age 13 Non- Contributors: 8% Upload audio Upload video8% (15 million) Upload video Post to a wiki Publish a blog Upload photos Upload podcasts Publish a websitePublish a website Tag articles, videos Post to a micro-blog Send/forward emails Live in a virtual world Post to a blog, forum 9Netpop | Connect Social Networkers China 2008Netpop Research, LLC Base: All respondents N=4269 Rate or review a product Share files in P2P network Use SN sites/publish personal page
  • 10. Approximately 46 million Chinese regularly contribute through social networking sites … 192 Million Chinese Broadband Users age 13+ Contributors: 92% (177 million) age 13 Social Networkers: 24% (46 million) Upload audio Upload video Non- Contributors: 8% (46 million) Upload video Post to a wiki Publish a blog Upload photos Upload podcasts Publish a website … approximately 6 million more than in the United States 8% (15 million) Publish a website Tag articles, videos Post to a micro-blog Send/forward emails Live in a virtual world Post to a blog, forum the United States 10Netpop | Connect Social Networkers China 2008Netpop Research, LLC Rate or review a product Share files in P2P network Use SN sites/publish personal page Base: All respondents N=4269
  • 11. Xiaonei and 51.com duel for supremacy among Chinese social network brands 192 Million Chinese Broadband Users age 13+ Contributors: Users age 13+ Contributors: 92% (177 million users) Social Among CN Broadband Users: 8% use Facebook CN 10% use MySpace CN 23% use Xiaonei 19% use 51 com 23% 19% Social Networkers: 24% (46 million users) 19% use 51.com 12% use Kaixin001 8% 10% 12% 11Netpop | Connect Social Networkers China 2008Netpop Research, LLC
  • 12. Among community sites, QQ retains the highest ratio of regular users among those aware of the siteusers among those aware of the site Top Community Sites among Those Employed:Ratio of regular users among those aware of site (Multiple colors) Percent among China broadband users who are aware of site Percent who use site regularly 90% 72% 63% 66% 25% 19% QQ Tianya ChinaRen Soufun ChinaRen Xilu MOP Groups.Google.com 73% 35% 30% 63% 63% 61% 19% 15% 19% ChinaRen Xici 51.com Top Community Sites among Women: Spaces.MSN 30% 24% 30% 38% 61% 56% 54% 23% 15% 14% Xiaonei.com Yahoogroups Groups.Google.com p Tudou Soufun Kaixin001 38% 27% 26% 54% 51% 50% 10% 11% 12% MySpace CN 58.com Kaixin001 Top Community Sites among Higher Income Earners Flickr Facebook CN Soufun 19% 22% 24% 12Netpop | Connect Social Networkers China 2008Netpop Research, LLC 44% % 8%Facebook CN Xilu Base: All respondents 18%
  • 13. Summarizing the differences across brands, unique profiles come to light Facebook CN Users come to light Facebook CN users are the “elites” among Chinese netizens. They are highly educated Online Insiders; highly connected,Facebook CN Users MySpace CN Users 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 groups (teens to 40+), who have lots of interests, and useMySpace CN Users Xiaonei Users g p ( ) many devices and modes to communicate Xiaonei is where users go to connect with fellow college students and alumnae. Most are single, full-time students d 18 29 h th b f bil d i 51.com Users aged 18-29 who access the web from mobile devices 51.com users are mostly men with lower incomes. While they spend more time online on weekends, they tend to connect with fewer people and on fewer devices Kaixin001 Users connect with fewer people and on fewer devices Kaixin001 is the only site compared in this report with a higher proportion of women, many of whom work full-time. They are highly connected and are heavy users of blogs. 13Netpop | Connect Social Networkers China 2008Netpop Research, LLC
  • 14. Now that you have been introduced to Netpop | Connect andNow 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 Social Networkers and Non- Contributors Demos: age, gender, employment, marital status Number people connect with in typical week Modes of communicating online Average hrs. spent online per weekday, weekend day Digital devices used to access the internet Facebook, MySpace, Xiaonei, 51.com and Kaixin001 users Digital devices used to access the internet Netpop attitudinal segmentation Products purchased or planned for purchased Monthly online spending Sources used to make purchase decisions 14Netpop | Connect Social Networkers China 2008Netpop Research, LLC Implications for online advertising