Incitez EBook-What Sina Weibo Can Tell You About Chinese Netizens (Abridged)
Upcoming SlideShare
Loading in...5
×
 

Incitez EBook-What Sina Weibo Can Tell You About Chinese Netizens (Abridged)

on

  • 423 views

 

Statistics

Views

Total Views
423
Views on SlideShare
347
Embed Views
76

Actions

Likes
0
Downloads
19
Comments
0

1 Embed 76

http://www.incitezchina.com 76

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Incitez EBook-What Sina Weibo Can Tell You About Chinese Netizens (Abridged) Incitez EBook-What Sina Weibo Can Tell You About Chinese Netizens (Abridged) Document Transcript

  • What Sina Weibo Can Tell You About Chinese Netizens 2013 Sina Weibo User Development Report COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • CONTENT  Chapter 1 Sina Weibo User Demographics Analysis  Chapter 2 Enterprises Performance on Sina Weibo  Chapter 3 Sina Weibo Users Consuming Power  Chapter 4 Sina Weibo Social Network Service Features Sina Weibo launched its 2013 Weibo User Development Report on December 6, based on massive Weibo user accounts information and consumption behavior to offer enterprises effective data support in social media marketing. COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • CHAPTER 1 Sina Weibo User Demographics Analysis According to CNNIC, the number of Chinese netizens reached 591 million, and mobile netizens accounted for 464 million. Sina Weibo was one of the most important social networks for Chinese netizens, and its users had been growing fast in recent years. Generally speaking, female Weibo users equaled to male Weibo users. Male accounted for 50.1%, a little bit more than female users. Female, 49.90% Male, 50.10% Sina Weibo Users Demographic: Gender Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD. View slide
  • Post 90s had become the major Weibo user groups, accounted for 53%. In the past year, post 90s users grew significantly. Post 80s accounted for 37%. Weibo tended to attract young user groups. 53% 37% 8% 2% 90s 80s 70s before 70s Sina Weibo Users Demographic: Age CHAPTER 1 Sina Weibo User Demographics Analysis Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD. View slide
  • 17.40% 12.50% 5.59% 4.46% Community Service School/NGO Real Estate/Construction IT/Electronics/Internet Culture/Sports/Entertainment Finance Healthcare/Hygiene Education & Training Hotels/Restaurant/Travel Logistics Business Service Sina Weibo Users Demographic: Occupation 17.4% of Weibo users were from community service industry, and many were from school, real estate and IT industries. CHAPTER 1 Sina Weibo User Demographics Analysis Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • Most of Weibo users had high education backgrounds, 70.8% owned bachelor and above degrees. 70.8% 12.3% 9.1% 5.0% 2.8% College/University and above High School Middle School Polytechnic School Primary School Sina Weibo Users Demographic: Education CHAPTER 1 Sina Weibo User Demographics Analysis Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • CHAPTER 2 Enterprises Performance on Sina Weibo More and more B2C websites had registered Sina Weibo Enterprise accounts, they already started marketing warfare on Sina Weibo. By analyzing three keywords mentioned on Sina Weibo which were promotion, discount and group buy, we found that these keywords mentioned times kept going up in 2013. Enterprises shared more relative information with Weibo users. In 2013, top 10 Sina Weibo B2C websites in short links sharing accounted for 75.1% of total. Tmall alone accounted for 34% of total short links. The short links sharing was related to B2C enterprises’ fame and products, but also related to the stimulus of promotion activities. Enterprises offered more discount and coupons would get more sharing from Weibo users.  Sina Weibo B2C Business Environment COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • Sina Weibo B2C Websites Short Links Sharing Top 10 CHAPTER 2 Enterprises Performance on Sina Weibo 34.0% 11.3% 7.6% 7.1% 4.1% 3.5% 2.7% 1.7% 1.6% 1.5% However, the clicks of top 10 B2C websites short links were divided into three groups. In the first group, Tmall gained 13.3% of clicks for its high sharing rate. The second group included Vipshop, Suning, Gome, Moonbasa, Yintai and Jiuxian, with approximately 10% of clicks. The third group was consisted of Amazon China, Jingdong and 51buy. Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • Sina Weibo B2C Websites Short Links CTR Top 10 CHAPTER 2 Enterprises Performance on Sina Weibo 13.3% 9.8% 8.3% 8.2% 8.1% 8.1% 7.9% 2.7% 2.7% 2.4% Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • 3,512.17 2,737.48 438.79 386.41 285.98 228.37 77.59 74.74 65.56 63.35 Sina Weibo B2C Websites Clicks Per Link Top 10 Jiuxian and Moonbasa ranked top in clicks per link, Jiuxian averagely had 3,512.17 clicks per short link in 2013. B2C websites with high sharing rate like Tmall and Jingdong had relatively low clicks per link. CHAPTER 2 Enterprises Performance on Sina Weibo Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • CHAPTER 3 Sina Weibo Users Consuming Power Sina Weibo users development report in 2013 discovered that about 44% of users read news on Weibo, and about 20% watched videos and 11% did online shopping. The usage of online games and download were relatively low. Weibo users had strong willingness in online tickets and value-added services, mobile paid app and games also accounted for considerable proportions. 43.93% 19.63% 13.23% 11.08% News Video Online Office Online shopping Online games Download What Did Sina Weibo Users Do ? Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • 90.12% 52.26% 18.84% 17.44% Online shopping Daily Spending(Gas,water,etc.) Online value-added service(membership cards) Online tickets(Concert,Sports,etc) Mobile app Game cards/props Other CHAPTER 3 Sina Weibo Users Consuming Power Sina Weibo Users’ Online Spending Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • 40.91% 18.98% 12.32% 11.66% 10.92% 5.22% 100-500 yuan 500-1000 yuan 1000-2000 yuan below 100 yuan 2000-5000 yuan 5000 yuan above Sina Weibo Users’ Online Single Transaction Consumption Upper Limit 41% Weibo users single transaction consumption was between 100 to 500 yuan (USD 16 to 82), and 35.19% Weibo users annually consumption was between 3,000 to 10,000 yuan (USD 490 to 1634). Weibo users annually spending was still very limited at present. CHAPTER 3 Sina Weibo Users Consuming Power Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • By analyzing Weibo users whose annual spending were between 3,000 to 10,000 yuan (USD 490 to 1634), Sina discovered that most of these consumers were from IT and Internet, community service, school and NGO industries. CHAPTER 3 Sina Weibo Users Consuming Power 35.19% 21.35% 13.96% 13.38% 11.18% 4.95% 3000-10000 yuan 1000-3000 yuan 500-1000 yuan 10000-30000 yuan below 500 yuan 30000 yuan above Sina Weibo Users’ Annual Online Consumption Upper Limit Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • CHAPTER 4 Sina Weibo Social Network Service Features Sina Weibo users development report in 2013 analyzed Weibo users social networking interactions, most of Weibo users would follow users with the same age. Within two years age difference of Weibo users’ mutual followers accounted for 62.3%, it seemed that they tended to build social connections with people similar in age. 32.4% 20.1% 9.8% 6.3% 4.7% 3.8% 0 1 2 3 4 5 Age Difference of Sina Weibo Users’ Mutual Followers Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • 14.95% 12.96% 10.62% 7.87% 4.82% Weibo users in logistics industry had followers averagely in all industries, users from school and NGO industries tended follow users in the same industry and rarely followed users in other industries. CHAPTER 4 Sina Weibo Social Network Service Features Sina Weibo Logistics Users Mutual Followers’ Occupation Demographic Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • CHAPTER 4 Sina Weibo Social Network Service Features 24.95% 10.61% 9.90% 6.20% 4.39% 3.70% Sina Weibo IT/Internet Users Mutual Followers’ Occupation Demographic Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • Enterprises paid more attention on social networking marketing, and many of them added social networking sharing button on successful payment page. Consumers seemed to love sharing their beloved product on Weibo. The survey discovered that 76.33% of consumers would not consider sharing product information via social media, but once the successful payment page added social sharing button with bonus, 75.19% of consumers would consider sharing it on social networks. Once the purchase was finished, 58.78% of consumers would share their products on Weibo, and 20.31% of them would share the purchasing channel. And about 82% of Weibo users would be affected by these products information on Weibo. CHAPTER 4 Sina Weibo Social Network Service Features No, 25% Yes, 75% Sina Weibo Users’ Online Shopping Sharing Behavior Yes, 24% No, 76% Source: Sina Weibo Data Center 2013 COPYRIGHT © 2014 ·INCITEZ PTE. LTD.
  • Want More? This is only an abridged version, find out what Weibo users’ behavior and company performance on Weibo HERE. http://bit.ly/1kuiHVa COPYRIGHT © 2014 ·INCITEZ PTE. LTD.