Social Networks in China
July 2013
Zhang Li
renen521@gmail.com
Social Networks in China
1. China already is the biggest “social network nation”
2. Huge opportunities for further growth
...
1. China has the most social network users
307.5 million
2012
174.2 million
2012
159.7 million
2012
Source: emarketer
1. Over half of the Top 15 social media sites are Chinese
0 10 20 30 40 50 60
51.com
Pinterest
Kaixin
Linkedin
Tudou
Renre...
2. Huge opportunities for further growth
49% 66% 60%
Social network user penetration 12/12, % of Internet users
More poten...
2. China already has the most social network users…
Source: emarketer
0
100
200
300
400
500
600
2011 2012 2013 2014 2015 2...
…and unlike the other markets, it will continue to grow!
Source: emarketer
0
100
200
300
400
500
600
2011 2012 2013 2014 2...
2. Engagement of Chinese netizens in social media is also very
high
46 MIN
Time spent on
social media per
day
88%
of socia...
3. Growth comes from people currently not using SNS:
Older user groups and rural users! (see Report #2)
3. Today‘s social network users are very young
Age Distribution of Chinese
social network users
<10
10-19
20-29
30-39
40-4...
3. Examples: Targeting of young users
WeChat platforms for students
„Qing Cong Da Xue
Sheng“: Facebook-
style social netwo...
3. Today‘s social network users are very young
But that means: Lots of growth in older user groups!
0
10
20
30
40
50
60
70...
Inevitible appearance in China: less young people, but
more elder people
Since one Child Policy, carried out in 1980, the ...
daily • 66%
weekly • 23%
monthly • 4%
Less
than
monthly
never
460 million
Chinese mobile netizens,
which accounts for
78.5...
Source: 12MAG
China has a huge smartphone market. It already has 32.8% market
share in 2013.
4. Social network use increas...
China mobile Internet access surpassed desktop PC
% of Chinese netizens accessing the web via Desktop PC vs via Mobile
pho...
The usage of tablets grows continuously like smartphones in
China to help Chinese mobile social network boom.
The sales vo...
5. SNS in China dominated by local brands
Source: techinasia; Go-globe
RENREN 172 million
TECENT WEIBO 540 millionQZONE 71...
5. Chinese SNS brands: „Clones“ are closing in on the originals
Source: Internetradierer
26%
10%
35%
74%
90%
65%
% of glob...
5. Chinese SNS brands: From copycats to innovative new features
WeChat has new voice features, like chatting with
friends ...
397 million
mobile Internet users are
texting messages, which
accounts for
85.7%
of Chinese Internet mobile
users. Source:...
Traditional SMS vs Modern SMS
462
463
464
465
466
467
468
469
470
2010 2011
Revenue of traditional SMS Service
has peaked
...
Evolution of Ways to transmit messages for Chinese New Year
80s 90s 2000s
… 2010s
6. Short messaging in China is huge
Source: iiMedia
Ways to greet each other during Chinese New Year
of 2013
SMS
Fetion
WeChat
Weibo
Other
65.9%
4.5%
12%
4.1%...
BBS/Discussion
forums
More
entertainment Integration…
Real-time
/microblogging
7. Evolution of Chinese social networks
200...
Sina Weibo and Alibaba fuse social network
and E commerce. They created a version of
Weibo for merchants on Alibaba‘s Tao ...
7. Evolution of Chinese social networks: Integration
Chinese telco Unicom and WeChat
together launches a social networking...
Xiaomi und Tencent patternered to sell and promote a ‚Q Zone xiaomi‘
version of smart phone
7. Evolution of Chinese social...
Local mobile app from WeChat lauched in January 2011. This two year old `Baby` grew
up really fast. WeChat is already the ...
More and more new local mobile social network apps from local IT
companies, mobile companies and telecoms. They have their...
It would be great to hear from you!
https://www.xing.com/profiles/Li_Zhang159
Contact me:
Li Zhang (trend researcher)
Emai...
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China Social Network

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China Social Network

  1. 1. Social Networks in China July 2013 Zhang Li renen521@gmail.com
  2. 2. Social Networks in China 1. China already is the biggest “social network nation” 2. Huge opportunities for further growth 3. Demographics: Social networks are growing up 4. Social network use increasingly mobile 5. SNS in China dominated by local brands 6. Short messaging in China is huge 7. Integration and evolution
  3. 3. 1. China has the most social network users 307.5 million 2012 174.2 million 2012 159.7 million 2012 Source: emarketer
  4. 4. 1. Over half of the Top 15 social media sites are Chinese 0 10 20 30 40 50 60 51.com Pinterest Kaixin Linkedin Tudou Renren Youku Tencent Weibo Tencent Qzone Sina Weibo Twitter YouTube Google+ Facebook Penetration of Active Users Q1:13 Penetration of Active Users Q1:13 Source: Chinainternetwatch 51% 26% 25% 22% 21% 21% 20% 19% 12% 10% 9% 8% 6% 4% 4%
  5. 5. 2. Huge opportunities for further growth 49% 66% 60% Social network user penetration 12/12, % of Internet users More potential users in China than the other nations Source: eMarketer
  6. 6. 2. China already has the most social network users… Source: emarketer 0 100 200 300 400 500 600 2011 2012 2013 2014 2015 2016 2017 North America Western Europe China
  7. 7. …and unlike the other markets, it will continue to grow! Source: emarketer 0 100 200 300 400 500 600 2011 2012 2013 2014 2015 2016 2017 North America Western Europe China
  8. 8. 2. Engagement of Chinese netizens in social media is also very high 46 MIN Time spent on social media per day 88% of social media users are active 8 BRANDS followed by each user, on average 43% of netizens interested in products shared from friends on sites 38% of netizens take shopping decisions from the recommended products on sites Source: Go-globe
  9. 9. 3. Growth comes from people currently not using SNS: Older user groups and rural users! (see Report #2)
  10. 10. 3. Today‘s social network users are very young Age Distribution of Chinese social network users <10 10-19 20-29 30-39 40-49 50> Source: CNNIC 29% 34% 23% 11% 4%
  11. 11. 3. Examples: Targeting of young users WeChat platforms for students „Qing Cong Da Xue Sheng“: Facebook- style social network for college students „Wu Da Zhu Shou“: Services for college life (check course credits, curriculums, calculate GPA etc.) „Hua Nong Bao“: College maps Source: Technode source: iFanr source: Hometown
  12. 12. 3. Today‘s social network users are very young But that means: Lots of growth in older user groups! 0 10 20 30 40 50 60 70 80 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 65+ 15-64 0-14 Source: Qian Zhan Age Distribution of Chinese Population (% of the total population)
  13. 13. Inevitible appearance in China: less young people, but more elder people Since one Child Policy, carried out in 1980, the Chinese population indeed slows, but the age distribution changes rapidly. Although China has loosened the policy in many ways like ‚4:2:1 families‘, the number of older poeple did not stop growing fast.
  14. 14. daily • 66% weekly • 23% monthly • 4% Less than monthly never 460 million Chinese mobile netizens, which accounts for 78.5% of total netizens. 66% of Chinese smart phone owners are using mobile social media every day Smart phone users • 4% Source: CNNIC, newmediatrendwatch • 3% 4. Social network use increasingly mobile
  15. 15. Source: 12MAG China has a huge smartphone market. It already has 32.8% market share in 2013. 4. Social network use increasingly mobile 0 50 100 150 200 250 300 350 400 450 500 China USA UK Japan Brazil India 2013 unit shipments 2017 unit shipment (in Million) Top 5 countries smartphone shipments 2013 and 2017
  16. 16. China mobile Internet access surpassed desktop PC % of Chinese netizens accessing the web via Desktop PC vs via Mobile phone 07/07-12/12 Source: KPCB 4. Social network use increasingly mobile 0 20 40 60 80 100 120 June 2007 December 2012 via Desktop PC via Mobile Phone96% 28% 71% 75%
  17. 17. The usage of tablets grows continuously like smartphones in China to help Chinese mobile social network boom. The sales volume of tablets in China reached close to 9 million units in 2012; the revenue of 2012 hit almost 5 billion US dollars. Source: Kinstone; Xinhua; Tabtimes; Flurry According to Displaysearch, China will become the second largest tablets market in the world; In 2013 the sales volume of tablets in China will reach 65 million units; the Chinese market share will be up to 27%. The price of smartphones and tabelts gets cheaper; and there is a unquestionably massive and rapidly growing market for low-cost tablets in China. More and more Chinese can afford it. China has the most potential room to grow. According to Flurry China and the U.S. have currently a similarly sized connected device installed base, but China has more than four times as many people.
  18. 18. 5. SNS in China dominated by local brands Source: techinasia; Go-globe RENREN 172 million TECENT WEIBO 540 millionQZONE 712 million SINA WEIBO 500 million PENGYOU 259 million WECHAT 400 million 51.COM 200 million DOUBAN 172 million KAIXIN 113 million
  19. 19. 5. Chinese SNS brands: „Clones“ are closing in on the originals Source: Internetradierer 26% 10% 35% 74% 90% 65% % of global users on Chinese copycats of the original social networking sites % of global users on the original social networking sites
  20. 20. 5. Chinese SNS brands: From copycats to innovative new features WeChat has new voice features, like chatting with friends via voice messages in the real time; The voice message can made with different funny voice and be sent. Source: Pandodaily; Techinasia
  21. 21. 397 million mobile Internet users are texting messages, which accounts for 85.7% of Chinese Internet mobile users. Source: CNNIC 6. Short messaging in China is huge 320 340 360 380 400 420 Dec. 2012 Jun. 2013 Numbers of Chinese netizens texting messages (Million) Numbers of Chinese netizens texting messages (Million) 352 397
  22. 22. Traditional SMS vs Modern SMS 462 463 464 465 466 467 468 469 470 2010 2011 Revenue of traditional SMS Service has peaked Annual revenue of China Mobile‘s traditional SMS Service 2010 – 2011 Annual revenue (billion Yuan) 464.62 Source: Xinhuanet; Tencent; Prnewswire 468.89 6. Short messaging in China is huge 0.00 1,000.00 2,000.00 3,000.00 4,000.00 5,000.00 Q2:12 Q2:13 Revenue of Tencent Tencent ($million) 4,520.7 3,189.8 Modern SMS continues to grow. Tencent Y/Y 38.4%
  23. 23. Evolution of Ways to transmit messages for Chinese New Year 80s 90s 2000s … 2010s 6. Short messaging in China is huge
  24. 24. Source: iiMedia Ways to greet each other during Chinese New Year of 2013 SMS Fetion WeChat Weibo Other 65.9% 4.5% 12% 4.1% 13.5% 6. Short messaging in China is huge
  25. 25. BBS/Discussion forums More entertainment Integration… Real-time /microblogging 7. Evolution of Chinese social networks 2005 2008 2010 2013…
  26. 26. Sina Weibo and Alibaba fuse social network and E commerce. They created a version of Weibo for merchants on Alibaba‘s Tao Bao store. RenRen launched mobile games via iOS platform, and plans to move into Android gaming this year. 7. Evolution of Chinese social networks: Integration Source: Techinasia
  27. 27. 7. Evolution of Chinese social networks: Integration Chinese telco Unicom and WeChat together launches a social networking SIM cards not only for chatting, but also for playing games, sending stickers and making payment online etc. WeChat‘s updated version v5.0 is combined with social games, online mobile payment, sticker shop etc. Source: Techinasia Source: Yahoo
  28. 28. Xiaomi und Tencent patternered to sell and promote a ‚Q Zone xiaomi‘ version of smart phone 7. Evolution of Chinese social networks: Integration
  29. 29. Local mobile app from WeChat lauched in January 2011. This two year old `Baby` grew up really fast. WeChat is already the 5th most used smartphone app in the world in 2013, according to the statistics of Globalwebindex. 400 MM + users 5× Y/Y 7. Evolution of Chinese social networks: Expansion Source: KPCB; Weixin; Techinasia 0 50 100 150 200 250 300 350 Oct. 2010 May 2011 Dec. 2011 Mar. 2012 Sep. 2012 Jan. 2013 User accounts of WeiXin/WeChat (million) User accounts of WeiXin/WeChat (million)Source: Wikipedia
  30. 30. More and more new local mobile social network apps from local IT companies, mobile companies and telecoms. They have their own advantages and disadvantages. 7. Evolution of Chinese social networks: Expansion
  31. 31. It would be great to hear from you! https://www.xing.com/profiles/Li_Zhang159 Contact me: Li Zhang (trend researcher) Email: renen521@gmail.com
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