State of the Chinese Internet


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State of the Chinese Internet

  1. 1. Digital Burson-Marsteller ChinaState of the Chinese InternetMarch 2011
  2. 2. State of the Chinese Internet • Width and depth • Social media • Geography • By the numbers • Top trend • Sites of note • Digital B-M
  3. 3. Digital ChinaWidth and Depth
  4. 4. China total population1.4 billion 700M Urban 700M Rural Source: World Bank
  5. 5. Total internet reach450 million Source: China Internet Watch# 1 in the world19% y-o-y increase10 million increaseper month
  6. 6. Internetpopulationincreaseper month10million
  7. 7. Digital broadband users:460 million30% y-o-y increase98% broadband penetration Source: China Internet Watch
  8. 8. Digital connection speed100 kb/secLower than world average of 230 kb/ sec Source: China Internet Watch
  9. 9. Mobile web users303 million66% of PC Internet Users Source: China Internet Watch
  10. 10. Hours spent online18 per week2.6 per day Source: China Internet Watch
  11. 11. Digital ChinaSocial Media
  12. 12. 30 Kaixin Sina 40M Weibo 70M Renren 95M20 Douban 20M Pengyou 80M 51Age 40M Tencent Weibo QZone 100M 190M10 Urban to Rural Source: Techrice
  13. 13. No. Platform Type User Demographic Active Users Reg. Users Alexa Ranking (millions) (millions) Source: Techrice
  14. 14. Digital ChinaBy Geography
  15. 15. 19 of China’sprovinces have less than10 million netizens Source: China Internet Watch
  16. 16. Digital China GeographyUrban 1. Beijing 2. Shanghai 3. Guangdong Internet Penetration 4. Zhejiang 5. Tianjin 8. Jiangsu 6. Fujian 9. Xinjiang 7. Liaoning 10. Shanxi 11. Shandong Rate > 34% 12. Hainan 13. Chongqing 14. Shaanxi Source: China Internet Watch
  17. 17. Digital China GeographyQuasi-urban1. Qinghai2. Hubei3. Jilin4. Hebei5. Inner6. Mongolia7. Heilongjiang Internet Penetration Rate > 28% < 34% Source: China Internet Watch
  18. 18. Digital China GeographyRural1. Ningxia2. Xizang3. Hunan4. Henan5. Guangxi Internet Penetration Rate < 28%6. Gansu7. Sichuan8. Anhui9. Yunnan10. Jiangxi11. Guizhou Source: China Internet Watch
  19. 19. Digital ChinaBy the Numbers
  20. 20. People trends in Chinese Social Media Huang JianxiangLiu Ye Yao Chen Liu Xiang
  21. 21. Internet Access by Device Device Usage Trends for Net Access 80% 70% 60% 50% 40% 30% 20% 10% 0% Desktop Laptop Mobile 2010 Source: China Internet Watch
  22. 22. Internet Access by Gender Internet Usage by Gender 46% 46% 45% 2010 45% 44% 44% 43% Male Female Source: China Internet Watch
  23. 23. Internet Access by Age Group Net Usage by Age Group 30% 25% 20% 15% 2010 10% 5% 0% Below 10 10 to 19 20 to 29 30 to 39 40 to 49 50 to 59 Above 60 Source: China Internet Watch
  24. 24. Internet Access by Education Net Usage by Education 40% 35% 30% 25% 20% 2010 15% 10% 5% 0% Primary Middle High School Diploma University School Source: China Internet Watch
  25. 25. Internet Access by Habit Net Usage by Habit 400 350 300 250 200 2010 150 100 50 0 Search Music News IM Gaming Blogging Video Email Source: China Internet Watch
  26. 26. Internet Access by Habit Net Usage by Habit 200 180 160 140 120 100 80 60 2010 40 20 0 Source: China Internet Watch
  27. 27. Internet Access by Income Net Usage by Monthly Income RMB 20% 18% 16% 14% 12% 10% 2010 8% 6% 4% 2% 0% Above 5-8K 3-5K 2-3K 1.5-2K 1-1.5K 0.5-1K Below 8K 0.5K Source: China Internet Watch
  28. 28. Internet Access by Mobile Net Usage by Mobile 70% 60% 50% 40% 2010 30% 20% 10% 0% IM News Search Music Reading SNS BBS Source: China Internet Watch
  29. 29. Internet Access by Mobile Net Usage by Mobile 30% 25% 20% 15% 10% 2010 5% 0% Source: China Internet Watch
  30. 30. Digital China Top TrendMicroblogging
  31. 31. China MicrobloggingBy mid 2010, the number of microblog users in China hassurpassed 60 million.Expected to exceed 150 million by mid 2011. Source: DCCI 2010 Microblog Survey
  32. 32. Microblogging Socio-graphics Active posters, commentators, connectors 19%Interested in Socializerssharing opinions Criticsbut uninterested Spectatorsin other peoples’ 54% 18%opinions Commentators Interested in 9% sharing their own opinions by not interested in other opinions Don’t share – just browse Source: DCCI 2010 Microblog Survey
  33. 33. Microblogging PlatformsReputation Qt: which microblogging service is the most famous in China? 13% 20% Sina 14% Netease Tencent Sohu 19% iFeng 139 (China Mobile) 16% 18% Source: DCCI 2010 Microblog Survey
  34. 34. Digital China’s Top 15Social Sites
  35. 35. Top 15 Social Platforms1. Qzone - China’s largest social network is back of the 637 million active accounts for Tencent’s QQ Messenger. The question for Qzone is not quantity, but rather the quality of its nickname-based social graph. 190M
  36. 36. Top 15 Social Platforms2. Renren – China’s leading real-name social network that intends to IPO soon. It is setting the standard for SNS in China but still faces challenges from other social networks, notably Tencent’s Pengyou and Kaixin001. 95M
  37. 37. Top 15 Social Platforms3. Pengyou – Tencent’s latest entry into the real-name social networking space has many users. But even more so than with Qzone, the real question is, how strong is the social graph? 80M
  38. 38. Top 15 Social Platforms4. Sina Weibo – The red-hot microblogging service that threatens China’s social networks with a new model. Can microblogging surpass social networking in terms of popularity in China? Its features now far surpass those of Twitter, including threaded comments, pictures, videos, IM, and LBS. 70M
  39. 39. Top 15 Social Platforms5. Kaixin001 – Popular amongst white-collar workers via its social games and post-forwarding features. But as the social games mania has died down and the appeal of its post-forwarding has been usurped by Sina Weibo, Kaixin001 is now struggling. 40M
  40. 40. Top 15 Social Platforms6. 51.Com – Enjoyed early popularity among comparatively rural users, but now appears to be in a downward spiral. One recent report says peak simultaneous users are down to 700,000.’s claim of 178 million “registered users” is either irrelevant or fake, a case that requires skepticism by the tonne. 40M
  41. 41. Top 15 Social Platforms7. Douban – The strongest community of any social network in China. It’s never had explosive growth or a massive user base (in China terms), but it attracts young urban Chinese who together over movies, books, music, and events. A good network for hipsters and creatives. 20M
  42. 42. Top 15 Social Platforms8. Taomee – A social network and gaming site (similar to the Disney-owned Club Penguin) that’s massively popular with Chinese children (and their mothers). Taomee is in fact the parent company that runs a number of different children’s sites, including: Moer (mole-themed), Saier (sci-fi themed), and XiaoHua (princess-themed). 20M
  43. 43. Top 15 Social Platforms9. Tencent Weibo – Pushing its microblog service in order to compete with Sina. It claims over 100 million registered users, but again with Tencent there’s the concern of quality over quantity - Sina Weibo controls 87% of time spent by Chinese users on microblogs, while Tencent holds only 9%. 20M
  44. 44. Top 15 Social Platforms10. Jiayuan – China’s most popular online dating site, which is rumored to have plans for an IPO. 11M
  45. 45. Top 15 Social Platforms11. Tao Jianghu – SNS of popular e-commerce site, Taobao. Profiles are automatically created for Taobao users. Adding a social layer is one of Taobao’s key objectives for 2011. 10M
  46. 46. Top 15 Social Platforms12. Bai Shehui – The “white-collar society” network by Sohu, one of China’s largest internet portals. Sohu also develops its own social games for this platform. 10M
  47. 47. Top 15 Social Platforms13. Zhenai - A leading China dating site, rumored to be preparing for an IPO. 5M
  48. 48. Top 15 Social Platforms14. Baihe – Yet another of China’s leading dating sites! 2M
  49. 49. Top 15 Social Platforms15. iPartment – An avatar-based dating site from Taiwan where teens and young adults move into a virtual apartment together. Revenues come from advertising, virtual goods, and e-commerce. 1M
  50. 50. Digital Burson-Marsteller China
  51. 51. Digital Burson-MarstellerWhat we do? Identify audiences, tools and channels Partner to manage connections with Provide actionable stakeholders online solutions with measured results Online Presence & Earned Media
  52. 52. Digital Burson-MarstellerDigital Approach ENGAGEMENT must be part of SEARCH Strategy is AUDIENCE will communications essential drive the agenda and marketing Online Presence & Earned Media
  53. 53. Digital Burson-MarstellerEvidenced-based Using the right tools to track issues that are critical to a company, gauging buzz and sentiment online is key. Listen Regular reporting on Measurement Plan and ROI to business Report benefit. Developing a strategic framework of Online Engagement, based on Engage experience, research and insights. Once planning framework is in place, set up and begin engagement.
  54. 54. Digital Burson-MarstellerResultsOur evidence-based methodology. Delivering results driven by WEB ANALYTICS LISTENING CONTENT MEASUREMENT STORYTELLING EXPERIENCE IDENTIFYING DESIGN ROI TARGETING
  55. 55. Digital Burson-MarstellerResultsSynching offline with online.Integrating activities andcontent from the traditionalmedia world with online mediaplays a key role reputation ismanaged. • Online storytelling planning • Social media guidelines STORYTELLING • Online media events and news feeding
  57. 57. Digital Objectives?Contact us nowAsk Burson-Marsteller China how we can help develop Digital &Social Media programs in China and globally. Zaheer Nooruddin Lead Digital Strategist Burson-Marsteller China @BMDigitalChina
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