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We Are Social’s Guide to Social, Digital and Mobile in China (2nd Edition, Jan 2013)
 

We Are Social’s Guide to Social, Digital and Mobile in China (2nd Edition, Jan 2013)

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This is the Second Edition (Jan 2013) of We Are Social's exploration of Social, Digital and Mobile in China. You can find more reports in the #SDMW series at http://wearesocial.sg. For more details, ...

This is the Second Edition (Jan 2013) of We Are Social's exploration of Social, Digital and Mobile in China. You can find more reports in the #SDMW series at http://wearesocial.sg. For more details, please contact @wearesocialsg on twitter.

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  • @goodlenchik Haha! Why insane? Very pleased to hear it's what you were looking for though. We've got a version in Chinese too if that's of interest for colleagues - you'll find it here: http://www.slideshare.net/wearesocialsg/we-are-social-20131
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    We Are Social’s Guide to Social, Digital and Mobile in China (2nd Edition, Jan 2013) We Are Social’s Guide to Social, Digital and Mobile in China (2nd Edition, Jan 2013) Presentation Transcript

    • SOCIAL, DIGITALAND MOBILE INCHINAJANUARY 2013we are social
    • FOR FURTHER INFORMATION AND OTHER REPORTS IN THE #SDMW SERIES, PLEASECONTACT SIMON KEMP AT WE ARE SOCIAL: SAYHELLO@WEARESOCIAL.SG @WEARESOCIALSG +65 9146 5356 WEARESOCIAL.SG 3
    • JAN2013 CHINA 1,343,240,000 51% 49% TOTAL POPULATION URBAN RURAL 564,000,000 42% INTERNET USERS INTERNET PENETRATION 597,600,000 44% USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION 1,104,000,000 82% MOBILE SUBSCRIBERS MOBILE PENETRATIONCOMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: US CENSUS BUREAU (JAN 2013) INTERNET: CHINA INTERNET 3NETWORK INFORMATION CENTRE (JAN 2013); SOCIAL NETWORKS: TENCENT (AUG 2012) COMPARED TO OTHER SITE-REPORTED FIGURES; MOBILE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY (DEC 2012)
    • CHINA’SPOPULATION 4
    • CURRENT POPULATION OF CHINA:1,343,240,000 SOURCE: US CENSUS BUREAU (ACCESSED JAN 2013) 5
    • 你好 IF YOU TOOK JUST 1 SECOND TOSAY HELLO TO EVERY PERSON IN CHINA, IT WOULD TAKE MORE THAN 42 YEARS TO GREET THE WHOLE COUNTRY SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 6
    • CHINA’S POPULATION GREW BY 6,710,000 PEOPLE IN 2012 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 7
    • CHINA’S POPULATION IS GROWING BY 1 PERSONEVERY 5 SECONDS SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 8
    • 41%OF CHINA’S POPULATIONIS UNDER THE AGE OF 30 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 9
    • MEDIAN AGE OFCHINA’S POPULATION: 36 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 10
    • PEOPLE AGED 43 MAKE UP THE LARGESTSINGLE AGE GROUP IN CHINA SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 11
    • 51%OF CHINA’S POPULATION LIVES IN URBAN AREAS SOURCE: CHINESE NATIONAL BUREAU OF STATISTICS (ACCESSED SEP 2012) 12
    • 18,500,000 CHINESE PEOPLE WILL MOVE FROMRURAL AREAS TO LIVE IN CITIES IN 2013 SOURCES: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) AND THE UNITED NATIONS, AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) 13
    • CHINA’S ECONOMIC SPECTRUM1,000,000 150,000,000 US-DOLLAR PEOPLE LIVINGMILLIONAIRES ON US$1 PER DAY SOURCE: BBC (NOV 2012) 14
    • THE INTERNET IN CHINA 15
    • NUMBER OF INTERNET USERS IN CHINA: 564,000,000 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 16
    • CHINA HAS THE LARGEST INTERNET POPULATION IN THE WORLD SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012); AND INTERNETWORLDSTATS 17
    • (! )! THERE ARE MORE INTERNET USERS IN CHINA THAN THERE ARE PEOPLE LIVING IN ALL OF WESTERN EUROPE SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012); AND THE US CENSUS BUREAU (NOV 2012) 18
    • INTERNET PENETRATION IN CHINA: 42% SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 19
    • IN 2012, CHINA ADDED50,900,000 NEW INTERNET USERS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 20
    • (! THAT’S LIKE ADDING TWICE THE POPULATION OF AUSTRALIA )! SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 21
    • …AND IS EQUAL TO ADDING 1.6NEW INTERNET USERS EVERY SECOND SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 22
    • AVERAGE TIME CHINESE NETIZENS SPEND ONLINE EACH WEEK: 21 HOURS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 23
    • 56%OF CHINESE INTERNET USERS ARE MALE SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 24
    • 28%OF CHINESE INTERNET USERS ARE FROM RURAL AREAS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 25
    • HOWEVER, PEOPLE FROM RURAL AREAS ACCOUNTED FOR 52%OF THE GROWTH IN INTERNET USERSIN CHINA IN THE FIRST HALF OF 2012 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 26
    • THE AVERAGE CHINESE INTERNET USER IS 25 YEARS OLD SOURCE: TECH IN ASIA (OCT 2012) 27
    • 80%OF CHINESE INTERNET USERS AREBETWEEN THE AGES OF 10 AND 40 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 28
    • STUDENTS REPRESENT 25%OF CHINA’S ONLINE POPULATION SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 29
    • MOBILE INTERNET USERS OUTNUMBER PC-BASED INTERNET USERS IN CHINA VS420,000,000 398,000,000 MOBILE INTERNET USERS! PC-BASED INTERNET USERS! SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 30
    • DEVICES THAT CHINESE NETIZENS USE TO GO ONLINE75% 71% 46%MOBILES DESKTOPS LAPTOPS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 31
    • WHERE DO CHINA’S NETIZENS ACCESS THE INTERNET FROM?92% 32% 22% 16%HOME OFFICE CYBERCAFÉ SCHOOL SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 32
    • NUMBER OF INTERNET USERS IN SHENZHEN: 8,000,000 SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 33
    • INTERNET PENETRATION BY CHINESE CITY 77% 73% 70% 66%SHENZHEN GUANGZHOU BEIJING SHANGHAI SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 34
    • 72% OF CHINESE NETIZENS HAVEBROADBAND INTERNET ACCESS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2012) 35
    • BROADBAND IS AVAILABLE IN 88% OF CHINA’S VILLAGES SOURCE: SINA, AS CITED IN TECHINASIA (JAN 2013) 36
    • 60%OF CHINA’S NEW RURAL NETIZENS ACCESS THE INTERNET VIA MOBILE DEVICES SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 37
    • TOP ONLINE ACTIVITIES IN CHINA 83% 80% 77% 66% 66% INSTANT SEARCH ONLINE BLOGS AND ONLINEMESSAGING ENGINE MUSIC SOCIAL MEDIA VIDEOS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 38
    • FASTEST GROWING ONLINE ACTIVITIES IN CHINA+33% +32% +29% +25% +24% ONLINE ONLINE GROUP ONLINE WEIBO &BANKING PAYMENTS BUYING SHOPPING MICROBLOG SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 39
    • TOP BAIDU SEARCHES IN 2012 PC-BASED SEARCHES MOBILE SEARCHES1.  TAOBAO 6.  NBA 1.  NOVELS 6.  BEAUTIES2.  QZONE 7.  WEIBO 2.  TAOBAO 7.  JOKES3.  4399.COM 8.  360BUY.COM 3.  WECHAT 8.  MILITARY NEWS4.  YOUKU 9.  ROCKING THE UNIVERSE 4.  NEWS 9.  VOICE OF CHINA5.  MARUTO 10. QVOD PLAYER 5.  DIAOYU ISLAND 10. GANGNAM STYLE SOURCE: BAIDU, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 40
    • SOCIAL MEDIA IN CHINA 41
    • THERE ARE AT LEAST 597,600,000USERS OF SOCIAL MEDIA IN CHINA SOURCES: BASED ON DATA FROM TENCENT (AUG 2012) AND DATA FROM OTHER SOCIAL NETWORKS 42
    • SOCIAL MEDIA PENETRATION IN CHINA: 44% SOURCES: BASED ON DATA FROM TENCENT (AUG 2012), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 43
    • 91% OF CHINA’S NETIZENSVISIT SOCIAL MEDIA SITES SOURCE: MCKINSEY (APR 2012) 44
    • THE SAME STATISTICFOR THE USA IS ONLY 67% SOURCE: MCKINSEY (APR 2012) 45
    • 88% OF CHINESE SOCIALMEDIA USERS ARE ACTIVE SOURCE: MCKINSEY (APR 2012) 46
    • NETIZENS IN CHINA SPEND AN AVERAGE OF46 MINUTES EACH DAY VISITING SOCIAL MEDIA SITES SOURCE: MCKINSEY (APR 2012) 47
    • THIS SUGGESTS THAT CHINA’S SOCIALMEDIA USERS SPENT A COMBINED TOTAL OF 19,000,000 YEARS ON SOCIAL NETWORKING ACTIVITIES IN 2012 SOURCES: BASED ON DATA FROM TENCENT (AUG 2012), AND MCKINSEY (APR 2012) 48
    • JAN2013 CHINA’S TOP SNS BY REGISTERED USERS QZONE 712 MTENCENT WEIBO 507M SINA WEIBO 400 M PENGYOU 259 M RENREN 172 M SOURCES: TENCENT Q3 FINANCIAL REPORT; SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM; AND RENREN.COM (NOV 2012). FIGURES FOR PENGYU REPRESENT ACTIVE USERS. 49
    • JAN2013 CHINA’S SNS BY ACTIVE USERS QZONE 598 M SINA WEIBO 287 MTENCENT WEIBO 277 M PENGYOU 259 M RENREN 48 M SOURCES: TENCENT (JUN & AUG 2012); SINA (OCT 2012); RENREN 50
    • TENCENT ACCOUNTS FOR 56%OF CHINA’S SOCIAL MEDIA USERS THROUGH ITSQZONE, TENCENT WEIBO, AND PENGYOU SITES SOURCE: TENCENT FINANCIAL REPORT (AUG 2012) 51
    • APR2012 CHINA’S ‘FAVOURITE’ SOCIAL NETWORKS 44% 19% 19% 8% 7% QZONE SINA RENREN TENCENT KAIXIN WEIBO WEIBO SOURCE: MCKINSEY (APR 2012) 52
    • 4 IN 5OF THE TOP SOCIAL NETWORKS IN ASIA ARE FROM CHINA SOURCES: BASED ON DATA FROM TENCENT; SINA; FACEBOOK AND TECHINASIA (2012) 53
    • IN CHINA, THERE ARE OVER 467,750,000USERS OF INSTANT MESSAGING SERVICES SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 54
    • THESE USERS MAINTAIN MORE THAN 1,200,000,000ACTIVE INSTANT MESSAGING ACCOUNTS SOURCE: ENFODESK, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 55
    • QQ’S INSTANTMESSAGING PLATFORM HAS784,000,000 ACTIVE ACCOUNTS EACH MONTH SOURCE: TENCENT (NOV 2012) 56
    • IN AUGUST 2012, QQ REGISTERED 167,000,000 PEOPLE USING ITS INSTANTMESSAGING SERVICE AT THE SAME TIME SOURCE: TENCENT (AUG 2012) 57
    • UNTIL RECENTLY, BARELY 38% OF CHINA’S NETIZENS REVEALED THEIRREAL NAMES ON SOCIAL NETWORKING SITES SOURCE: NIELSEN (MAY 2012) 58
    • 84% OF CHINA’S NETIZENS HAVE AN OPENATTITUDE TOWARDS PERSONAL PRIVACY SOURCE: NIELSEN, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 59
    • 66%OF CHINESE SOCIAL MEDIA USERS FOLLOW BRANDS SOURCE: INSITES CONSULTING (SEP 2012) 60
    • ON AVERAGE, EACH OF CHINA’SSOCIAL MEDIA USERS FOLLOWS 8 BRANDS SOURCE: DCCI (SEP 2012) 61
    • 80%OF CHINESE NETIZENS CARE ABOUT COMMERCIAL INFORMATION ON SOCIAL NETWORKING SITES SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 62
    • 43%OF CHINA’S NETIZENS ARE INTERESTED IN PRODUCTSSHARED BY FRIENDS ON SOCIAL NETWORKING SITES SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 63
    • 38% OF CHINA’S NETIZENS REFER TO FRIENDS’ SNSCOMMENTS WHEN MAKING SHOPPING DECISIONS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 64
    • IN THE FIRST HALF OF 2012, THE VOLUME OF SOCIAL SHARING IN CHINA INCREASED BY 60% SOURCE: BAIDU INC, AS CITED IN CHINA INTERNET WATCH (SEP 2012) 65
    • SEP2012 ‘SHARE OF SHARING’ BY SNS PLATFORM 44% 12% 9% 7% QZONE SINA TENCENT RENREN WEIBO WEIBO SOURCE: CHINA INTERNET WATCH (SEP 2012). FIGURES REPRESENT ACTIVITY FOR H1 2012 66
    • THE SOCIAL MEDIA PREFERENCES OF CHINA’S NETIZENS BY LIFE STAGE VSSTUDENTS TEND TO USE GRADUATES TEND TOSOCIAL NETWORK SITES PREFER MICROBLOGS SOURCE: NIELSEN (MAY 2012) 67
    • USES OF DIFFERENT SOCIAL MEDIA BY CHINA’S NETIZENS VS MICROBLOGS SOCIAL NETWORKS LIKE WEIBO ARE USED FOR ARE USED FOR FINDING ANDFINDING AND SHARING INFORMATION INTERACTING WITH FRIENDS SOURCE: NIELSEN (MAY 2012) 68
    • 89%OF CHINESE NETIZENSUSE A WEIBO SERVICE SOURCE: DCCI, AS CITED IN CHINA INTERNET WATCH (OCT 2012) 69
    • 97% OF SOCIAL MEDIA USERSIN CHINA ARE WEIBO USERS SOURCE: NIELSEN (MAY 2012) 70
    • ESTIMATED SIZE OF THE WEIBO MARKET IN CHINA IN 2012:US$79,820,000 SOURCE: IRESEARCH (SEP 2012) 71
    • 57%OF CHINA’S WEIBO USERS ARE MALE SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 72
    • 62% OF CHINESE WEIBOUSERS ARE MARRIED SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 73
    • 30% OF CHINA’S WEIBO USERS HAVEMORE THAN ONE WEIBO ACCOUNT SOURCE: DCCI (SEP 2012) 74
    • OCT2012 THE DEMOGRAPHICS OF WEIBO USERS 56-65: 46-55: 3% 6% 41-45: 19-25: 9% 19% FEMALE: 36-40: 43% 12% MALE: 57% 26-30: 31-35: 30% 21% SOURCE: DCCI (SEP & OCT 2012) 75
    • COMPARING CHINA’S TOP WEIBOS VS SINA TENCENT ACTIVE USERS: 287 M ACTIVE USERS: 277 M REGISTERED USERS: 400 M REGISTERED USERS: 507 M NETIZEN PENETRATION: 73% NETIZEN PENETRATION: 93%USER LOCATION: TIER 1 & 2 CITIES USER LOCATION: TIER 3 & 4 CITIES SOURCES: TENCENT Q3 FINANCIAL REPORT (NOV 2012); SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM (NOV 2012); NIELSEN (MAY 2012) 76
    • SHENZHEN HAS THE HIGHEST RATE OF WEIBO PENETRATION IN CHINA, AT 59% SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 77
    • ONLY 5% OF CHINA’S WEIBO USERSARE FROM RURAL REGIONS SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 78
    • MORE THAN 50%OF WEIBO USERS ACCESS E-COMMERCE SITES AFTER NOTICING RELEVANT INFORMATION ON WEIBO SOURCE: DCCI (SEP 2012) 79
    • WEIBO’S INFLUENCE ON ONLINE SHOPPERS’ PURCHASE DECISIONS BY CATEGORY 42% 37% 35%BOOKS, AUDIO RESTAURANTS CLOTHES, SHOES AND VIDEO AND ENTERTAINMENT AND BAGS SOURCE: SINA WEIBO USERS REPORT (OCT 2012). FASHION ICONS C/O THE NOUN PROJECT. PURSE ICON BY MATHIAS VAGNI; SHOES ICON BY JULIA SODERBERG 80
    • 86%OF TRENDING TOPICS ON WEIBO IN CHINA ORIGINATE FROM OPINION LEADERS SOURCE: INTERNET RESEARCH CENTER (JUL 2012) 81
    • 94% OF SINA WEIBO USERS IN CHINAHAVE USED ITS SEARCH FUNCTION SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012) 82
    • 28% OF SINA WEIBO USERS USE THE SITETO SEARCH FOR BRAND INFORMATION SOURCE: CHINA INTERNET NETWORK INFORMATION CENTER, AS CITED IN RESONANCE CHINA (AUG 2012) 83
    • GLOBAL COMPARISON: TOP 5 USERS’ AVERAGE NUMBER OF FOLLOWERS VS28,538,000 24,280,000 TWITTER SINA WEIBO SOURCES: TWITTER.COM AND WEIBO.COM (ACCESSED NOV 2012) 84
    • THERE ARE MORE THAN 230,000COMPANIES WITH A PRESENCE ON SINA WEIBO SOURCE: SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM (NOV 2012) 85
    • MORE THAN 25%OF FORTUNE 500 COMPANIESHAVE A SINA WEIBO PRESENCE SOURCE: DCCI (SEP 2012) 86
    • THERE ARE OVER 60,000GOVERNMENT ACCOUNTS ON SINA WEIBO SOURCE: SINA GOVERNMENT WEIBO REPORT (DEC 2012) 87
    • 55% OF SINA WEIBO USERSWERE BORN IN THE 1980S SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 88
    • 61% OF SINA WEIBO USERS HOLD ABACHELOR’S DEGREE OR HIGHER SOURCE: DCCI (SEP 2012) 89
    • ALTHOUGH THEY ACCOUNT FOR JUST 30% OF THE POPULATION, SINA WEIBO USERS CONSUME 54% OF THE TOTAL GOODS AND SERVICES IN CHINA SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 90
    • 55% OF CHINA’S SINAWEIBO USERS ARE SINGLE SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 91
    • PEOPLE ACCESSING SINA WEIBO FROM COMPUTERS IN CHINA SPEND 20%MORE TIME ON THE INTERNET COMPARED TO TWITTER USERS IN THE USA SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 92
    • PEOPLE ACCESSING SINA WEIBOFROM MOBILE DEVICES IN CHINA SPEND 35%MORE TIME ON THE INTERNET COMPARED TO TWITTER USERS IN THE USA SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 93
    • 76%OF SINA WEIBO USERS ARE OPENTO ADVERTISING ON MICROBLOGS SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 94
    • 72%OF SINA WEIBO’S USERS ACCESSTHE SERVICE VIA MOBILE DEVICES SOURCE: SINA, AS CITED IN THE NEXT WEB (NOV 2012) 95
    • SMARTPHONE USERS WHO BROWSESOCIAL MEDIA SITES VIA THEIR PHONES: VS 58% 43% CHINA UNITED STATES SOURCE: MCKINSEY (APR 2012) 96
    • IN 2012, MOBILE WEIBO USERS IN CHINA INCREASED BY 47% SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 97
    • MOBILE WEIBO USERS ACCOUNT FOR 89% OF ALL CHINESEMICROBLOG USERS SOURCE: DCCI (SEP 2012) 98
    • USERS OF TENCENT’S WECHATMOBILE INSTANT MESSAGING APP:300,000,000 SOURCE: TENCENT (JAN 2013) 99
    • 74% OF WECHAT USERS INCHINA ARE IN THEIR 20S SOURCE: DAMN DIGITAL (NOV 2012) 100
    • 63% OF WECHAT USERSIN CHINA ARE MALE SOURCE: DAMN DIGITAL (NOV 2012) 101
    • MOBILE QQ AND WECHAT LOG OVER 700,000,000 LOCATION-BASED ACTIONS EVERY DAY IN CHINA SOURCE: TENCENT, AS CITED IN THE NEXT WEB (SEP 2012) 102
    • THAT’S MORE THAN 8,000LOCATION-BASED ACTIONS EVERY SECOND SOURCE: BASED ON DATA FROM TENCENT, AS CITED IN THE NEXT WEB (SEP 2012) 103
    • FACEBOOK USERS IN CHINA: 631,100 SOURCE: SOCIALBAKERS (JAN 2013) 104
    • CHINA RANKS 99TH ON THE LIST OFCOUNTRIES BY FACEBOOK USERS, WITHMORE USERS THAN OMAN AND ESTONIA SOURCE: SOCIALBAKERS (JAN 2013) 105
    • SEP2012 FACEBOOK IN CHINA 55-64: 1% 65+: 45-54: 1% 4% 13-17: 6% 35--44: 12% 18-24: 37% FEMALE: 41% MALE: 25-34: 59% 39% SOURCE: FACEBOOK AD MANAGER (SEP 2012) 106
    • THERE ARE MORE THAN70,000,000 USERS OF PROFESSIONALSOCIAL NETWORKS IN CHINA SOURCE: SOOTOO STATISTICS, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 107
    • JAN 2013 CHINA’S TOP PROFESSIONAL NETWORKS12.3 M 12.3 M 12.2 M 8.0 M 5.0 M 4.2 M 2.8 M 2.0 M 1.1 MTIANJI DAJIE RUOLIN HONGTAO RENHE BINZHI LINKEDIN USHI HENGZHI SOURCES: SOOTOO.COM AS CITED IN CHINA INTERNET WATCH (DEC 2012), SOCIALBAKERS (JAN 2013), SOCIALMEDIAWEEK (SEP 2012) 108
    • TIANJI, CHINA’S TOP PROFESSIONAL SOCIALNETWORK, IS GROWING BY AN AVERAGE OF 500,000 NEW USERS EVERY MONTH SOURCE: TECHINASIA (APR 2012) 109
    • CHINA RANKS 7TH IN THE LIST OF COUNTRIES WORLDWIDE BY ITS NUMBER OF LINKEDIN USERS SOURCE: SOCIALBAKERS (JAN 2013) 110
    • USERS OF PROFESSIONAL SOCIALNETWORKS IN CHINA INCREASED BY 250% IN 2012 ALONE SOURCE: SOOTOO STATISTICS, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 111
    • MOBILEIN CHINA 112
    • MOBILE SUBSCRIPTIONS IN CHINA:1,104,000,000 SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) 113
    • CHINA’S TELECOMS INDUSTRYIS THE LARGEST IN THE WORLD SOURCE: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (Q3 2012) 114
    • MOBILE PENETRATION IN CHINA: 82% SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) 115
    • CHINA’S MOBILE MARKETINCREASED BY AN AVERAGE OF MORE THAN 10,000,000 NEW SUBSCRIPTIONS EVERY MONTH IN 2012 SOURCE: CHINADAILY (NOV 2012) 116
    • (! THAT’S MORE THAN 4 NEW SUBSCRIPTIONS EVERY SECOND )! SOURCE: BASED ON DATA CITED IN CHINADAILY (NOV 2012) 117
    • IN CHINA, PEOPLE CAN USETHEIR MOBILE PHONES TO: BUY STARBUCKS COFFEE BUY SUBWAY TICKETS¥€$ DO THEIR BANKING DO THEIR SHOPPING88 BUY LOTTERY TICKETS SOURCE: ENOVATE 118
    • 70%OF CHINESE PEOPLE SAY THEY “CAN’TLIVE WITHOUT” THEIR MOBILE PHONE SOURCE: SYNOVATE 119
    • 30% OF CHINESE MOBILE INTERNETUSERS HAVE ACCESS TO 3G SERVICES SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 120
    • NUMBER OF SMARTPHONE USERS IN CHINA: 290,000,000 SOURCE: IRESEARCH (OCT 2012) 121
    • SMARTPHONE PENETRATION IN CHINA: 22% SOURCES: BASED ON DATA FROM IRESEARCH (OCT 2012); AND CHINESE NATIONAL BUREAU OF STATISTICS (ACCESSED SEP 2012) 122
    • CHINA IS THE WORLD’SLARGEST ANDROID MARKET SOURCE: INFORMA TELECOMS & MEDIA, AS CITED IN CHINA INTERNET WATCH (JAN 2013) 123
    • SMARTPHONE SALES IN CHINA INCREASED BY 85%IN 2012 COMPARED TO 2011 SOURCE: INFORMA TELECOMS & MEDIA, AS CITED IN CHINA INTERNET WATCH (JAN 2013) 124
    • THERE ARE MORE THAN 122,000,000MOBILE SUBSCRIBERS IN GUANGDONG PROVINCE – MORE THAN THE ENTIRE POPULATION OF MEXICO SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC CHINA (DEC 2012) AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 125
    • 11% OF CHINA’S MOBILE USERSLIVE IN GUANGDONG PROVINCE SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) 126
    • MOBILEINTERNET 127
    • NUMBER OF MOBILEINTERNET USERS IN CHINA:420,000,000 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 128
    • (! THAT’S MORE THAN THE ENTIRE POPULATION OF THE UNITED STATES )! SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 129
    • MOBILE INTERNET PENETRATION IN CHINA: 31% SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 130
    • MOBILE PHONES ARE THE TOPINTERNET ACCESS DEVICE IN CHINA SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 131
    • 75% OF CHINESE NETIZENS GOONLINE FROM THEIR MOBILE SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 132
    • PERCENTAGE OF NEW NETIZENS USINGMOBILE DEVICES TO ACCESS THE INTERNET VS 47% 60%URBAN NETIZENS RURAL NETIZENS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 133
    • IN 2012, THE NUMBER OF MOBILEINTERNET USERS IN CHINA INCREASED BY 18% SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 134
    • 72%OF CHINESE MOBILE INTERNET USERS GO ONLINE AT LEAST ONCE A DAY SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 135
    • TYPES OF WEBSITE THAT CHINA’S MOBILE WEB BROWSERS VISIT MOST OFTEN62% 46% 44% 41% 36%NEWS SEARCH ENGINE LITERATURE MICROBLOGS MUSIC SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (SEP 2012) 136
    • SEP2012 CHINESE MOBILE INTERNET USERS 50-59: 60+: 2% 1% 40-49: 11% 0-19: 29% 30-39: 24% 20-29: 33% SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 137
    • 58% OF CHINA’S MOBILEINTERNET USERS ARE MALE SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 138
    • 27%OF CHINA’S MOBILE INTERNET USERS LIVE IN RURAL AREAS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 139
    • 62%OF CHINESE MOBILE INTERNETUSERS ARE YOUNGER THAN 30 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 140
    • IN Q3 2012 ALONE, CHINA’S MOBILE INTERNET MARKET WAS WORTHUS$2,373,000,000 SOURCE: IRESEARCH (NOV 2012) 141
    • ON AN ANNUALISED BASIS, CHINA’S MOBILE INTERNET MARKET IS WORTHMORE THAN THE ENTIRE GDP OF MONGOLIA SOURCES: BASED ON DATA FROM IRESEARCH (NOV 2012), AND THE UNITED NATIONS, AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) 142
    • THE VALUE OF CHINA’S MOBILE INTERNETMARKET IS GROWING AT AN ANNUAL RATE OF 102% SOURCE: IRESEARCH (NOV 2012) 143
    • LOCATION-BASED SERVICES 144
    • CHINESE LOCATION-BASED SERVICES REACHED217,000,000 USERS IN Q2 2012 SOURCE: MNRC (OCT 2012) 145
    • VALUE OF CONSUMER LOCATION-BASED SERVICES IN CHINA IN 2012:$589,000,000 SOURCE: MNRC (OCT 2012) 146
    • TOP USES OF LOCATION- BASED SERVICES IN CHINA 33% 29% 19% MAPS & CONNECT WITH ACCESSLOCATION OTHER PEOPLE LOCAL DEALS SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) 147
    • WHERE CHINESE NETIZENS USE LOCATION-BASED SERVICES30% 26% 19%ON THE ON PUBLIC ATSTREET TRANSPORT HOME SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) 148
    • 15% OF CHINA’S LBS USERS ACCESS THESESERVICES FOR E-COMMERCE PURPOSES SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) 149
    • E-COMMERCE IN CHINA 150
    • NUMBER OF ONLINE SHOPPERS IN CHINA IN JUNE 2012:242,000,000 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 151
    • CHINA HAS THE LARGEST NUMBEROF ONLINE SHOPPERS IN THE WORLD SOURCE: BOSTON CONSULTING GROUP, AS CITED IN SCMP (APR 2012) 152
    • 43% OF CHINA’S NETIZENSPARTICIPATE IN ONLINE SHOPPING SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 153
    • INCREASE IN THE NUMBER OFONLINE SHOPPERS IN CHINA IN 2012: 25% SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 154
    • CHINA’S ONLINE SHOPPERS IN CONTEXT 75 M 2X 6X75 MILLION MORE ONLINE DOUBLE THE NUMBER OF SIX TIMES THE NUMBER OFSHOPPERS THAN THE USA ONLINE SHOPPERS IN JAPAN ONLINE SHOPPERS IN THE UK SOURCES: BOSTON CONSULTING GROUP; AND FORRESTER RESEARCH, AS CITED IN MASHABLE (APR 2012) 155
    • AROUND 90%OF CHINA’S NETIZENS EARNLESS THAN US$27 PER DAY SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 156
    • IN CHINA, THERE ARE5,000,000 ONLINE SHOPPERS AGED OVER 50 SOURCE: ALIBABA, AS CITED BY IFENG (DEC 2012) 157
    • IN 2012, THE NUMBER OF USERS OF GROUP BUYING IN CHINA REACHED 83,270,000 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 158
    • (! THAT’S MORE THAN THE ENTIRE POPULATION OF GERMANY )! SOURCE: WIKIPEDIA (ACCESSED JAN 2013) 159
    • TOTAL TRANSACTION VALUE OF E-COMMERCE IN CHINA IN Q3 2012:US$319,000,000,000 SOURCE: IRESEARCH (NOV 2012) 160
    • THAT EQUATES TO MORE THAN US$40,000IN E-COMMERCE TRANSACTIONS IN CHINA EVERY SECOND SOURCE: BASED ON DATA FROM IRESEARCH (NOV 2012) 161
    • ANNUAL GROWTH OFE-COMMERCE IN CHINA: 22% SOURCE: IRESEARCH (NOV 2012) 162
    • THE VALUE OF E-COMMERCE IN CHINA EQUATES TO 15% OF THE COUNTRY’S GDP SOURCES: BASED ON DATA FROM IRESEARCH (NOV 2012), AND GDP DATA FROM THE UNITED NATIONS AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) 163
    • ON AN ANNUALISED BASIS, E-COMMERCE TRANSACTIONS IN CHINA ARE WORTH MORETHAN THE ENTIRE GDP OF MEXICO SOURCES: BASED ON DATA FROM IRESEARCH (NOV 2012), AND GDP DATA FROM THE UNITED NATIONS AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) 164
    • ONLINE SHOPPING ACCOUNTS FOR 14%OF CHINA’S E-COMMERCE TRANSACTION VALUE SOURCE: IRESEARCH (NOV 2012) 165
    • TAOBAO, CHINA’S BIGGEST C2C SITE, GENERATES 50,000 SALES PER MINUTE SOURCE: BOSTON CONSUTING GROUP (MAY 2012) 166
    • THE TOTAL VALUE OF TRANSACTIONS ON TABAO IN 2012 EXCEEDED¥1,000,000,000,000 ( THAT’S ABOUT 160 BILLION US DOLLARS ) SOURCE: ALIBABA GROUP, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 167
    • 59%OF SHOPPERS ON TABAO ARE AGED BETWEEN 25 AND 35 SOURCE: ALIBABA GROUP, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 168
    • TOTAL VALUE OF TRANSACTIONS ON TAOBAO ANDTMALL ON ‘BACHELOR’S DAY’ (NOVEMBER 11) 2012: $5,190,000,000 SOURCE: PEOPLE’S DAILY (NOV 2012) 169
    • THAT EQUATES TOUS$60,000 EVERY SECOND SOURCE: BASED ON DATA FROM SINA FINANCE (NOV 2012) 170
    • NUMBER OF UNIQUE VISITORS TO TMALL AND TAOBAO ON BACHELOR’S DAY 2012: 213,000,000 SOURCE: PEOPLE’S DAILY (NOV 2012) 171
    • 1 IN 6 PEOPLE IN CHINA VISITED TMALLOR TABAO ON BACHELOR’S DAY 2012 SOURCES: BASED ON DATA FROM THE PEOPLE’S DAILY (NOV 2012), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 172
    • 10,000,000 UNIQUE VISITORS WENT TO TMALL IN THE FIRSTSECOND OF ITS BACHELOR’S DAY SHOPPING FESTIVAL SOURCE: PEOPLE’S DAILY (NOV 2012) 173
    • GROWTH IN 2012 BACHELOR’S DAYE-COMMERCE SALES COMPARED TO 2011 +242% +204% TMALL TAOBAO SOURCE: TECH SINA (NOV 2012) 174
    • 17% OF SHOPPERS ACCOUNT FOR 47%OF E-COMMERCESALES IN CHINA SOURCE: NIELSEN (MAY 2012) 175
    • 78%OF THESE “GOLDEN SHOPPERS” USEBOTH SOCIAL NETWORKS AND WEIBO SOURCE: NIELSEN (MAY 2012) 176
    • M-COMMERCE IN CHINA 177
    • M-COMMERCE USERS IN CHINA AT END 2012: 146,000,000 SOURCE: IIMEDIA RESEARCH (APR 2012) 178
    • CHINA’S MOBILE SHOPPING COMMUNITY GREW BY 136% IN 2012 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 179
    • 59%OF CHINA’S SMARTPHONE OWNERS HAVE USED THEIR DEVICES TO SHOP ONLINE SOURCE: OUR MOBILE PLANET (OCT 2012) 180
    • 44%OF CHINA’S M-COMMERCE USERS ARE FEMALE SOURCE: IIMEDIA RESEARCH (APR 2012) 181
    • IN 2012, USERS OF MOBILE GROUP BUYING, MOBILEPAYMENT AND MOBILE BANKING INCREASED BY OVER 80% SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 182
    • 60,000,000 PEOPLE IN CHINA MAKEUSE OF MOBILE TRANSACTIONS SOURCE: SINA NEWS (SEP 2012) 183
    • AVERAGE VALUE OF MOBILE TRANSACTIONS IN CHINA PER USER, PER MONTH: US$13 SOURCE: BASED ON DATA FROM SINA NEWS (SEP 2012) 184
    • THE AVERAGE TOTAL MONTHLY VALUE OFMOBILE TRANSACTIONS IN CHINA EXCEEDSUS$800,000,000 SOURCE: SINA NEWS (SEP 2012) 185
    • THAT’S MORE THAN US$300 WORTH OF MOBILETRANSACTIONS EVERY SECOND SOURCE: BASED ON DATA FROM SINA NEWS (SEP 2012) 186
    • ONLINEENTERTAINMENT 187
    • UNIQUE VIEWERS OF ONLINE VIDEO IN CHINA:350,000,000 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 188
    • (! THAT’S MORE THAN THE ENTIRE POPULATION OF THE UNITED STATES )! SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) AND THE US CENSUS BUREAU (JAN 2013) 189
    • CHINESE WEB USERS SPENT OVER4,100,000,000 COLLECTIVE HOURS STREAMINGWEB VIDEOS IN AUGUST 2012 ALONE SOURCE: COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) 190
    • THAT EQUATES TO MORE THAN 5,600,000YEARS OF HUMAN TIME SPENT WATCHING ONLINE VIDEO IN CHINA EVERY YEAR SOURCE: BASED ON DATA FROM COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) 191
    • YOUKU AND TUDOU ATTRACT MORE THAN 475,000,000 UNIQUE VISITORS EACH MONTH SOURCE: SITE-REPORTED DATA, AS CITED IN CHINASCOPE FINANCIAL (SEP 2012) 192
    • UNIQUE VISITORS TO CHINA’S ONLINE VIDEO PLATFORMS475,000,000 275,500,000YOUKU & TUDOU TENCENT VIDEO SOURCE: SITE-REPORTED DATA, AS CITED IN CHINASCOPE FINANCIAL (SEP 2012) 193
    • VALUE OF CHINA’S ONLINE VIDEO MARKET IN Q3 2012US$430,000,000 SOURCE: IRESEARCH, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 194
    • THIS SUGGESTS THAT CHINA’S ONLINE VIDEOMARKET IN 2013 WILL BE WORTH MORE THANUS$1,000,000,000 SOURCE: BASED ON DATA FROM IRESEARCH, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 195
    • ANNUAL GROWTH IN AVERAGEAD SPEND ON YOUKU IN Q3 2012: 70% SOURCE: YOUKU Q3 FINANCIAL REPORT (NOV 2012) 196
    • HOURS SPENT ON ONLINE VIDEO PLATFORMS IN CHINA 698 M 569 M 474 M 406 M 291 M YOUKU IQIYI V.QQ TV.SOHU TUDOU(YOUKU TUDOU) (BAIDU) (TENCENT) (SOHU) (YOUKU TUDOU) SOURCE: COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) 197
    • IN 2012, OVER 130,000,000PEOPLE IN CHINA WATCHED ONLINEVIDEOS ON THEIR MOBILE PHONES SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 198
    • 60%OF CHINESE INTERNET USERSHAVE PLAYED ONLINE GAMES SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 199
    • CHINESE CONSUMERS BOUGHT 4,000,000 SMART TVS IN Q2 2012 SOURCE: NPD DISPLAY SEARCH (Q2 2012) 200
    • 40%OF TELEVISIONS SOLD IN CHINA IN Q2 2012 WERE SMART TVS SOURCE: NPD DISPLAY SEARCH (Q2 2012) 201
    • CHINESE CONSUMERS BUY THE MOST SMART TVS IN THE WORLD, BUYING 4TIMES AS MANY AS JAPANESE CONSUMERS SOURCE: NPD DISPLAY SEARCH (Q2 2012) 202
    • E-FINANCEIN CHINA 203
    • USERS OF ONLINE BANKING IN CHINA: 221,480,000 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 204
    • (! THAT’S MORE THAN THE TOTAL POPULATION OF BRAZIL )! SOURCES: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 205
    • IN 2012, USERS OFONLINE BANKING IN CHINA INCREASED BY 33% SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 206
    • PEOPLE USING ONLINE PAYMENTS IN CHINA:220,650,000 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 207
    • ONLINE PAYMENTSIN CHINA GREW BY 32% IN 2012 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 208
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