We Are Social's Guide to Social, Digital, and Mobile in China, Dec 2011
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We Are Social's Guide to Social, Digital, and Mobile in China, Dec 2011

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This is the December 2011 edition of We Are Social Singapore’s guide to Social, Digital and Mobile in China. You can find more of these Asia reports at http://wearesocial.sg

This is the December 2011 edition of We Are Social Singapore’s guide to Social, Digital and Mobile in China. You can find more of these Asia reports at http://wearesocial.sg

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  • @jessica.kjm @chang.heu @berlindalim Thanks very much for your support and kind words @jacobezekiel sound advice!
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  • Wonderful stats, thanks
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  • Great information.

    China is a very big market and there are numerous niches that can be developed. We highly advise having several FOCUSED campaigns that appeal to each niche you would like to develop.

    http://www.wqs-china-marketing.com/
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  • Brilliant presentation! Thanks for sharing!
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We Are Social's Guide to Social, Digital, and Mobile in China, Dec 2011 We Are Social's Guide to Social, Digital, and Mobile in China, Dec 2011 Presentation Transcript

  • SOCIAL, DIGITALAND MOBILE INCHINAwe are social DECEMBER 2011
  • we are social FOR MORE INFO ON THIS REPORT, PLEASE CONTACT SIMON KEMP AT WE ARE SOCIAL: SIMON.KEMP@WEARESOCIAL.SG @WEARESOCIALSG +65 9146 5356 DJESKI HTTP://WEARESOCIAL.SGwe are social
  • CHINA 1,339,724,852 50% 50% TOTAL POPULATION URBAN RURAL 485,000,000 36% INTERNET USERS INTERNET PENETRATION 536,000,000 40% USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION 916,500,000 67% MOBILE SUBSCRIBERS MOBILE PENETRATION SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;we are social LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011
  • THE NUMBER OF INTERNET USERS IN CHINA IS GREATER THAN THE TOTAL POPULATION OF WESTERN EUROPE VS 485,000,000 412,787,000 INTERNET USERS IN CHINA TOTAL POPULATION OF EUROPEwe are social SOURCE: INTERNET WORLD STATS ACCESSED NOVEMBER 2011 COMPARED TO UN DATA, JUNE 2011
  • THERE ARE AROUND 10,000,000 NEW INTERNET USERS IN CHINA EVERY MONTHwe are social SOURCE: CHINA INTERNET WATCH
  • NUMBER OF RURAL INTERNET USERS IN CHINA 130,000,000we are social SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE
  • CHINESE NETIZENS BELIEVE THE INTERNET IS THE MOST ENGAGING MEDIUM – EVEN MORE ENGAGING THAN TVwe are social SOURCE: SYNOVATE, AS CITED IN PENN OLSON
  • 58% OF CHINESE NETIZENS VS 17% OF CHINESE NETIZENS SPEND 3 HOURS EACH SPEND 3 HOURS EACH DAY ON THE INTERNET DAY WATCHING TVwe are social SOURCE: MILLWARD BROWN DYNAMIC LOGIC
  • 77% ENGAGEMENT SCORE OF VS 73% ENGAGEMENT SCORE OF THE INTERNET AS A MEDIUM TELEVISION AS A MEDIUM AMONGST CHINESE NETIZENS AMONGST CHINESE NETIZENSwe are social SOURCE: SYNOVATE, AS CITED IN PENN OLSON
  • CHINESE NETIZENS SPEND AN AVERAGE OF 150 MINUTES ONLINE EVERY DAYwe are social SOURCE: CHINA INTERNET WATCH
  • CHINESE PEOPLE AGED 18 - 27 SPEND ALMOST 5 HOURS PER DAY USING EMAIL AND THE WEBwe are social SOURCE: BERGSTRÖM TRENDS
  • 87% OF CHINESE INTERNET USERS ACCESS THE INTERNET AND WATCH TV AT THE SAME TIMEwe are social SOURCE: MILLWARD BROWN DYNAMIC LOGIC
  • CHINA’S NETIZENS SPEND 41% OF THEIR ONLINE TIME ON SOCIAL NETWORKSwe are social SOURCE: DCCI, AS CITED IN THE NEXT WEB
  • 77% OF CHINESE WEB USERS BELIEVE A SOCIAL MEDIA PRESENCE MAKES A BRAND MORE ATTRACTIVEwe are social SOURCE: MILLWARD BROWN DYNAMIC LOGIC
  • TOP SOCIAL NETWORKS IN CHINA BY USER NUMBERS 536 M 310 M 250 M 137 M 116 M QZONE TENCENT SINA RENREN KAIXIN WEIBO WEIBOwe are social SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011
  • AGE BREAKDOWN OF USERS ON CHINESE SOCIAL NETWORKS 50+ 1% 1% 2% 1% 1% 2% 5% 6% 4% 6% 3% 7% 8% 5% 10% 7% 7% 40-49 15% 13% 13% 16% 17% 23% 35-39 17% 33% 30-34 29% 30% 29% 28% 26% 25-29 20-24 38% 34% 37% 32% 29% 29% 15-19 7% 6% 4% 6% 6% 4% <14 1% 1% <1% 1% 1% 1% QZONE RENREN KAIXIN DOUBAN PENGYOU 51.COMwe are social SOURCE: ENFODESK, AS CITED IN CHINA INTERNET WATCH
  • THE AVERAGE CHINESE SOCIAL MEDIA USER HAS 2.78 SOCIAL MEDIA PROFILESwe are social SOURCE: CHINA INTERNET WATCH
  • QZONE HAS MORE THAN 530,000,000 ACTIVE USER ACCOUNTSwe are social SOURCE: SITE-REPORTED FIGURES, AS CITED IN CHINA INTERNET WATCH
  • …THAT’S 3 TIMES GREATER THAN THE TOTAL USER BASE OF FACEBOOK ACROSS THE WHOLE OF ASIA 530 M VS 172 M ACTIVE QZONE ACTIVE FACEBOOK USERS IN CHINA USERS ACROSS ASIAwe are social SOURCE: BASED ON LATEST SITE-REPORTED FIGURES
  • THE NUMBER OF FACEBOOK USERS IN CHINA IS LESS THAN 1% OF THE NUMBER OF QZONE USERSwe are social SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011
  • …BUT CHINA STILL HAS MORE FACEBOOK USERS THAN ESTONIA 493,460 FACEBOOK USERS IN CHINA VS 436,240 FACEBOOK USERS IN ESTONIAwe are social SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011
  • FACEBOOK DEMOGRAPHICS IN CHINA 55-64: 65+: 45-54: 1% 2% 3% 13-17: 35--44: 11% 11% MALE: FEMALE: 59% 41% 18-24: 38% 25-34: 35%we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
  • TOP FACEBOOK PAGES IN CHINA # BRAND PAGE LIKES GROWTH 1 PCCW CUSTOMER SERVICES (OFFICIAL) 6,669 0.00% 2 FLYING BLUE CLUB CHINA 5,183 8.84% 3 SUNTEKSTORE 4,208 21.35% 4 WHOLESALE-DRESS.NET 1,382 0.00%we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
  • GROWTH IN THE NUMBER OF PEOPLE USING ‘WEIBOS’ IN THE FIRST HALF OF 2011: 209%we are social SOURCE: PENN OLSON
  • (! )! MORE PEOPLE USE WEIBOS IN CHINA THAN LIVE IN THE WHOLE OF THE UNITED STATESwe are social SOURCE: BASED ON SITE-REPORTED FIGURES AND UN DATA, JUNE 2011
  • DAILY ACTIVE USERS OF CHINA’S BIGGEST MICROBLOGS: TENCENT SINA VS WEIBO WEIBO 50 M 25 Mwe are social SOURCE: SITE-REPORTED FIGURES AS CITED ON CHINA INTERNET WATCH
  • TWITTER IS USUALLY BLOCKED IN CHINA, BUT 910,000 PEOPLE IN CHINA STILL VISIT TWITTER.COM EVERY MONTHwe are social SOURCE: GOOGLE AD PLANNER
  • NUMBER OF USERS ON JIEPANG, CHINA’S HOTTEST LOCATION-BASED SOCIAL NETWORK: 1,500,000we are social SOURCE: SITE-REPORTED NUMBERS, AS CITED IN BUSINESS WIRE
  • NUMBER OF USERS ON CHINA’S TIANJI PROFESSIONAL SOCIAL NETWORK: 8,000,000we are social SOURCE: SITE-REPORTED NUMBERS, AS CITED IN PENN OLSON
  • NUMBER OF LINKEDIN USERS IN CHINA: 1,854,000we are social SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011
  • QQ, CHINA’S LARGEST INSTANT MESSENGER PLATFORM, HAS MORE THAN 700,000,000 REGISTERED USERSwe are social SOURCE: LATEST SITE-REPORTED FIGURES AS AT NOVEMBER 2011
  • QQ’S ‘POPULATION’ IS MORE THAN DOUBLE THE POPULATION OF THE USAwe are social SOURCE: BASED ON LATEST SITE-REPORTED FIGURES AS AT NOVEMBER 2011 AND UN DATA, JUNE 2011
  • $ QQ’S OWNERS – TENCENT – MADE MORE THAN US$ 760,000,000 IN THE THIRD QUARTER OF 2011 ALONEwe are social SOURCE: SITE-REPORTED FIGURES
  • THAT’S ABOUT $5,737 PER MINUTEwe are social SOURCE: SITE-REPORTED FIGURES
  • ONLINE VIDEO VIEWERS IN CHINA IN 2011: 465,000,000we are social SOURCE: CHINA INTERNET WATCH
  • DAILY VISITORS TO YOUKU.COM, CHINA’S EQUIVALENT OF YOUTUBE: 26,449,000we are social SOURCE: CHINA INTERNET WATCH
  • (!THAT’S MORE THAN THE POPULATION OF AUSTRALIA )!we are social SOURCE: UN, JUNE 2011
  • 40% OF CHINESE NETIZENS ARE ‘CONTENT CREATORS’ (THAT’S MORE THAN TWICE THE RATE IN THE USA)we are social SOURCE: FORRESTER
  • CHINESE NETIZENS CONDUCTED MORE THAN 77.5 BILLION WEB SEARCHES IN Q3 2011 ALONEwe are social SOURCE: CHINA INTERNET WATCH
  • THAT’S ALMOST 10,000 EVERY SECONDwe are social SOURCE: CHINA INTERNET WATCH
  • ONLINE SHOPPERS IN CHINA: 173,000,000we are social SOURCE: CHINA INTERNET WATCH
  • VALUE OF CHINESE E-COMMERCE IN Q2 2011: US$ 26,750,000,000we are social SOURCE: CHINA INTERNET WATCH
  • (! ON AN ANNUALISED BASIS, THAT’S MORE THAN THE GDP OF VIETNAM )!we are social SOURCE: WIKIPEDIA
  • ONLINE SHOPPERS IN CHINA SPEND AN AVERAGE OF US$ 600 PER PERSON PER YEARwe are social SOURCE: PROJECTED FROM DATA FROM CHINA INTERNET WATCH
  • CHINESE NETIZENS SPEND AN AVERAGE OF 5 HOURS PER WEEK SHOPPING ON THE INTERNETwe are social SOURCE: TNS DIGITAL LIFE
  • AVERAGE NUMBER OF ITEMS SOLD EVERY MINUTE ON TAOBAO.COM: 48,000we are social SOURCE: ALIBABA
  • VALUE OF TRANSACTIONS ON TAOBAO ON 11 NOVEMBER 2011 ALONE: US$ 817,000,000we are social SOURCE: TAOBAO FIGURES AS CITED IN CHINA INTERNET WATCH
  • THAT’S ABOUT $9,456 EVERY SECONDwe are social SOURCE: TAOBAO FIGURES AS CITED IN CHINA INTERNET WATCH
  • NUMBER OF PEOPLE USING GROUP BUYING SITES IN CHINA: 42,000,000we are social SOURCE: CHINA DAILY
  • 81% OF CHINESE YOUTH CHECK ONLINE COMMENTS BEFORE MAKING A PURCHASE DECISIONwe are social SOURCE: SLIDESHARE.NET/JARRAHBEAR
  • 66% OF CHINESE INTERNET USERS ACCESS VIA MOBILE DEVICESwe are social SOURCE: CHINA INTERNET WATCH
  • PEOPLE IN CHINA CAN USE THEIR MOBILE PHONES TO: BUY STARBUCKS COFFEE BUY SUBWAY TICKETS ¥€$ DO THEIR BANKING DO THEIR SHOPPING 88 BUY LOTTERY TICKETSwe are social SOURCE: ENOVATE
  • 70% OF CHINESE PEOPLE SAY THEY CAN’T LIVE WITHOUT THEIR PHONEwe are social SOURCE: SYNOVATE
  • MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS: HTTP://WEARESOCIAL.SGwe are social
  • SIMON KEMP LAM CAI YU MANAGING DIRECTOR ACCOUNT EXECUTIVE @ESKIMON @HICAIS SIMON.KEMP@WEARESOCIAL.SG CAIYU.LAM@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG HTTP://WEARESOCIAL.SGwe are social