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CHINA
SOCIAL, DIGITAL
AND MOBILE IN
JANUARY 2013
1,343,240,000
564,000,000
597,600,000
1,104,000,000
TOTAL POPULATION
INTERNET USERS
USERS ON TOP SOCIAL NETWORK
MOBILE SUBSCRIBERS
URBAN
INTERNET PENETRATION
SOCIAL NETWORKING PENETRATION
MOBILE PENETRATION
RURAL
CHINA
JAN
2013
COMPILED 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
NETWORK INFORMATION CENTRE (JAN 2013); SOCIAL NETWORKS: TENCENT (AUG 2012) COMPARED TO OTHER SITE-REPORTED FIGURES; MOBILE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY (DEC 2012)
3
51%
42%
44%
82%
49%
CHINA’S
POPULATION
4
1,343,240,000
CURRENT POPULATION OF CHINA:
SOURCE: US CENSUS BUREAU (ACCESSED JAN 2013) 5
你好
IF YOU TOOK JUST 1 SECOND TO
SAY 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
6,710,000
PEOPLE IN 2012
CHINA’S POPULATION GREW BY
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 7
CHINA’S POPULATION IS
GROWING BY 1 PERSON
EVERY 5 SECONDS
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 8
CHINA’S POPULATION IS
GROWING BY 1 PERSON
41%
OF CHINA’S POPULATION
IS UNDER THE AGE OF 30
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 9
36
MEDIAN AGE OF
CHINA’S POPULATION:
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 10
43
MAKE UP THE LARGEST
SINGLE AGE GROUP IN CHINA
PEOPLE AGED
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 FROM
RURAL 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 SPECTRUM
SOURCE: BBC (NOV 2012) 14
US-DOLLAR
MILLIONAIRES
PEOPLE LIVING
ON US$1 PER DAY
1,000,000 150,000,000
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
(! )!
42%
INTERNET PENETRATION IN CHINA:
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 19
50,900,000
NEW INTERNET USERS
IN 2012, CHINA ADDED
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 1.6
NEW INTERNET USERS EVERY SECOND
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 22
21 HOURS
AVERAGE TIME CHINESE NETIZENS
SPEND ONLINE EACH WEEK:
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
52%
OF THE GROWTH IN INTERNET USERS
IN CHINA IN THE FIRST HALF OF 2012
HOWEVER, PEOPLE FROM
RURAL AREAS ACCOUNTED FOR
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 26
YEARS OLD
25
THE AVERAGE CHINESE
INTERNET USER IS
SOURCE: TECH IN ASIA (OCT 2012) 27
80%
OF CHINESE INTERNET USERS ARE
BETWEEN THE AGES OF 10 AND 40
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 28
25%
OF CHINA’S ONLINE POPULATION
STUDENTS REPRESENT
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 29
MOBILE INTERNET USERS OUTNUMBER
PC-BASED INTERNET USERS IN CHINA
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 30
420,000,000
MOBILE INTERNET USERS!
398,000,000
PC-BASED INTERNET USERS!
VS
DEVICES THAT CHINESE
NETIZENS USE TO GO ONLINE
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 31
MOBILES LAPTOPS
75% 46%
DESKTOPS
71%
WHERE DO CHINA’S NETIZENS
ACCESS THE INTERNET FROM?
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 32
OFFICE SCHOOL
32% 16%
HOME
92%
CYBERCAFÉ
22%
8,000,000
NUMBER OF INTERNET USERS IN SHENZHEN:
SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 33
INTERNET PENETRATION BY CHINESE CITY
SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 34
SHENZHEN SHANGHAI
77% 66%
GUANGZHOU
73%
BEIJING
70%
72%
OF CHINESE NETIZENS HAVE
BROADBAND INTERNET ACCESS
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2012) 35
88%
OF CHINA’S VILLAGES
BROADBAND IS AVAILABLE IN
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
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 38
ONLINE
MUSIC
ONLINE
VIDEOS
77% 66%
INSTANT
MESSAGING
83%
BLOGS AND
SOCIAL MEDIA
66%
SEARCH
ENGINE
80%
FASTEST GROWING ONLINE ACTIVITIES IN CHINA
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 39
GROUP
BUYING
WEIBO &
MICROBLOG
+29% +24%
ONLINE
BANKING
+33%
ONLINE
SHOPPING
+25%
ONLINE
PAYMENTS
+32%
TOP BAIDU SEARCHES IN 2012
SOURCE: BAIDU, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 40
1.  TAOBAO
2.  QZONE
3.  4399.COM
4.  YOUKU
5.  MARUTO
1.  NOVELS
2.  TAOBAO
3.  WECHAT
4.  NEWS
5.  DIAOYU ISLAND
6.  BEAUTIES
7.  JOKES
8.  MILITARY NEWS
9.  VOICE OF CHINA
10. GANGNAM STYLE
PC-BASED SEARCHES MOBILE SEARCHES
6.  NBA
7.  WEIBO
8.  360BUY.COM
9.  ROCKING THE UNIVERSE
10. QVOD PLAYER
SOCIAL MEDIA
IN CHINA
41
THERE ARE AT LEAST
597,600,000
USERS OF SOCIAL MEDIA IN CHINA
SOURCES: BASED ON DATA FROM TENCENT (AUG 2012) AND DATA FROM OTHER SOCIAL NETWORKS 42
44%
SOCIAL MEDIA PENETRATION IN CHINA:
SOURCES: BASED ON DATA FROM TENCENT (AUG 2012), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 43
91%
OF CHINA’S NETIZENS
VISIT SOCIAL MEDIA SITES
SOURCE: MCKINSEY (APR 2012) 44
67%
THE SAME STATISTIC
FOR THE USA IS ONLY
SOURCE: MCKINSEY (APR 2012) 45
88%
OF CHINESE SOCIAL
MEDIA USERS ARE ACTIVE
SOURCE: MCKINSEY (APR 2012) 46
46 MINUTES
EACH DAY VISITING
SOCIAL MEDIA SITES
NETIZENS IN CHINA
SPEND AN AVERAGE OF
SOURCE: MCKINSEY (APR 2012) 47
19,000,000
YEARS ON SOCIAL NETWORKING
ACTIVITIES IN 2012
THIS SUGGESTS THAT CHINA’S SOCIAL
MEDIA USERS SPENT A COMBINED TOTAL OF
SOURCES: BASED ON DATA FROM TENCENT (AUG 2012), AND MCKINSEY (APR 2012) 48
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
CHINA’S TOP SNS BY REGISTERED USERS
JAN
2013
712 M
507M
400 M
QZONE
TENCENT WEIBO
SINA WEIBO
259 MPENGYOU
172 MRENREN
SOURCES: TENCENT (JUN & AUG 2012); SINA (OCT 2012); RENREN 50
CHINA’S SNS BY ACTIVE USERS
JAN
2013
598 M
287 M
277 M
QZONE
SINA WEIBO
TENCENT WEIBO
259 MPENGYOU
RENREN 48 M
56%
OF CHINA’S SOCIAL MEDIA USERS THROUGH ITS
QZONE, TENCENT WEIBO, AND PENGYOU SITES
TENCENT ACCOUNTS FOR
SOURCE: TENCENT FINANCIAL REPORT (AUG 2012) 51
SOURCE: MCKINSEY (APR 2012) 52
CHINA’S ‘FAVOURITE’ SOCIAL NETWORKS
APR
2012
TENCENT
WEIBO
SINA
WEIBO
QZONE RENREN
44%
19% 19%
8%
KAIXIN
7%
4 IN 5
OF THE TOP SOCIAL NETWORKS
IN ASIA ARE FROM CHINA
SOURCES: BASED ON DATA FROM TENCENT; SINA; FACEBOOK AND TECHINASIA (2012) 53
467,750,000
USERS OF INSTANT MESSAGING SERVICES
IN CHINA, THERE ARE OVER
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 54
1,200,000,000
ACTIVE INSTANT MESSAGING ACCOUNTS
THESE USERS MAINTAIN MORE THAN
SOURCE: ENFODESK, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 55
784,000,000
ACTIVE ACCOUNTS
EACH MONTH
QQ’S INSTANT
MESSAGING PLATFORM HAS
SOURCE: TENCENT (NOV 2012) 56
167,000,000
PEOPLE USING ITS INSTANT
MESSAGING SERVICE AT THE SAME TIME
IN AUGUST 2012, QQ REGISTERED
SOURCE: TENCENT (AUG 2012) 57
38%
OF CHINA’S NETIZENS REVEALED THEIR
REAL NAMES ON SOCIAL NETWORKING SITES
UNTIL RECENTLY, BARELY
SOURCE: NIELSEN (MAY 2012) 58
84%
OF CHINA’S NETIZENS HAVE AN OPEN
ATTITUDE 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
8 BRANDS
ON AVERAGE, EACH OF CHINA’S
SOCIAL MEDIA USERS FOLLOWS
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 PRODUCTS
SHARED 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’ SNS
COMMENTS WHEN MAKING SHOPPING DECISIONS
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 64
60%
IN THE FIRST HALF OF 2012, THE VOLUME OF
SOCIAL SHARING IN CHINA INCREASED BY
SOURCE: BAIDU INC, AS CITED IN CHINA INTERNET WATCH (SEP 2012) 65
SOURCE: CHINA INTERNET WATCH (SEP 2012). FIGURES REPRESENT ACTIVITY FOR H1 2012 66
‘SHARE OF SHARING’ BY SNS PLATFORM
SEP
2012
RENRENSINA
WEIBO
QZONE TENCENT
WEIBO
44%
12%
9% 7%
THE SOCIAL MEDIA PREFERENCES OF
CHINA’S NETIZENS BY LIFE STAGE
SOURCE: NIELSEN (MAY 2012) 67
STUDENTS TEND TO USE
SOCIAL NETWORK SITES
GRADUATES TEND TO
PREFER MICROBLOGS
VS
USES OF DIFFERENT SOCIAL
MEDIA BY CHINA’S NETIZENS
SOURCE: NIELSEN (MAY 2012) 68
LIKE WEIBO ARE USED FOR
FINDING AND SHARING INFORMATION
ARE USED FOR FINDING AND
INTERACTING WITH FRIENDS
MICROBLOGS SOCIAL NETWORKS
VS
89%
OF CHINESE NETIZENS
USE A WEIBO SERVICE
SOURCE: DCCI, AS CITED IN CHINA INTERNET WATCH (OCT 2012) 69
97%
OF SOCIAL MEDIA USERS
IN CHINA ARE WEIBO USERS
SOURCE: NIELSEN (MAY 2012) 70
US$79,820,000
ESTIMATED SIZE OF THE WEIBO
MARKET IN CHINA IN 2012:
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 WEIBO
USERS ARE MARRIED
SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 73
30%
OF CHINA’S WEIBO USERS HAVE
MORE THAN ONE WEIBO ACCOUNT
SOURCE: DCCI (SEP 2012) 74
SOURCE: DCCI (SEP & OCT 2012) 75
THE DEMOGRAPHICS OF WEIBO USERS
OCT
2012
19-25:
19%
26-30:
30%31-35:
21%
36-40:
12%
41-45:
9%
46-55:
6%
56-65:
3%
FEMALE:
43%
MALE:
57%
COMPARING CHINA’S TOP WEIBOS
SOURCES: TENCENT Q3 FINANCIAL REPORT (NOV 2012); SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM (NOV 2012); NIELSEN (MAY 2012) 76
ACTIVE USERS: 287 M
REGISTERED USERS: 400 M
NETIZEN PENETRATION: 73%
USER LOCATION: TIER 1 & 2 CITIES
ACTIVE USERS: 277 M
REGISTERED USERS: 507 M
NETIZEN PENETRATION: 93%
USER LOCATION: TIER 3 & 4 CITIES
SINA TENCENT
VS
59%
SHENZHEN HAS THE HIGHEST RATE OF
WEIBO PENETRATION IN CHINA, AT
SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 77
5%
OF CHINA’S WEIBO USERS
ARE FROM RURAL REGIONS
ONLY
SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 78
50%
OF WEIBO USERS ACCESS E-COMMERCE SITES AFTER
NOTICING RELEVANT INFORMATION ON WEIBO
MORE THAN
SOURCE: DCCI (SEP 2012) 79
WEIBO’S INFLUENCE ON ONLINE SHOPPERS’
PURCHASE DECISIONS BY CATEGORY
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
BOOKS, AUDIO
AND VIDEO
CLOTHES, SHOES
AND BAGS
42% 35%
RESTAURANTS
AND ENTERTAINMENT
37%
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 CHINA
HAVE USED ITS SEARCH FUNCTION
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012) 82
28%
OF SINA WEIBO USERS USE THE SITE
TO 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
SOURCES: TWITTER.COM AND WEIBO.COM (ACCESSED NOV 2012) 84
TWITTER SINA WEIBO
28,538,000 24,280,000
VS
230,000
COMPANIES WITH A PRESENCE
ON SINA WEIBO
THERE ARE MORE THAN
SOURCE: SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM (NOV 2012) 85
25%
OF FORTUNE 500 COMPANIES
HAVE A SINA WEIBO PRESENCE
MORE THAN
SOURCE: DCCI (SEP 2012) 86
GOVERNMENT ACCOUNTS
ON SINA WEIBO
60,000
THERE ARE OVER
SOURCE: SINA GOVERNMENT WEIBO REPORT (DEC 2012) 87
55%
OF SINA WEIBO USERS
WERE BORN IN THE 1980S
SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 88
61%
OF SINA WEIBO USERS HOLD A
BACHELOR’S DEGREE OR HIGHER
SOURCE: DCCI (SEP 2012) 89
54%
OF THE TOTAL GOODS
AND SERVICES IN CHINA
ALTHOUGH THEY ACCOUNT FOR JUST 30% OF THE
POPULATION, SINA WEIBO USERS CONSUME
SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 90
55%
OF CHINA’S SINA
WEIBO USERS ARE SINGLE
SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 91
20%
MORE TIME ON THE INTERNET COMPARED
TO TWITTER USERS IN THE USA
PEOPLE ACCESSING SINA WEIBO
FROM COMPUTERS IN CHINA SPEND
SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 92
35%
MORE TIME ON THE INTERNET COMPARED
TO TWITTER USERS IN THE USA
PEOPLE ACCESSING SINA WEIBO
FROM MOBILE DEVICES IN CHINA SPEND
SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 93
76%
OF SINA WEIBO USERS ARE OPEN
TO ADVERTISING ON MICROBLOGS
SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 94
72%
OF SINA WEIBO’S USERS ACCESS
THE SERVICE VIA MOBILE DEVICES
SOURCE: SINA, AS CITED IN THE NEXT WEB (NOV 2012) 95
SMARTPHONE USERS WHO BROWSE
SOCIAL MEDIA SITES VIA THEIR PHONES:
SOURCE: MCKINSEY (APR 2012) 96
CHINA UNITED STATES
58% 43%
VS
47%
IN 2012, MOBILE WEIBO USERS
IN CHINA INCREASED BY
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 97
89%
OF ALL CHINESE
MICROBLOG USERS
MOBILE WEIBO USERS
ACCOUNT FOR
SOURCE: DCCI (SEP 2012) 98
300,000,000
USERS OF TENCENT’S WECHAT
MOBILE INSTANT MESSAGING APP:
SOURCE: TENCENT (JAN 2013) 99
74%
OF WECHAT USERS IN
CHINA ARE IN THEIR 20S
SOURCE: DAMN DIGITAL (NOV 2012) 100
63%
OF WECHAT USERS
IN CHINA ARE MALE
SOURCE: DAMN DIGITAL (NOV 2012) 101
700,000,000
LOCATION-BASED ACTIONS
EVERY DAY IN CHINA
MOBILE QQ AND WECHAT LOG OVER
SOURCE: TENCENT, AS CITED IN THE NEXT WEB (SEP 2012) 102
8,000
LOCATION-BASED ACTIONS
EVERY SECOND
THAT’S MORE THAN
SOURCE: BASED ON DATA FROM TENCENT, AS CITED IN THE NEXT WEB (SEP 2012) 103
631,100
FACEBOOK USERS IN CHINA:
SOURCE: SOCIALBAKERS (JAN 2013) 104
CHINA RANKS 99TH ON THE LIST OF
COUNTRIES BY FACEBOOK USERS, WITH
MORE USERS THAN OMAN AND ESTONIA
SOURCE: SOCIALBAKERS (JAN 2013) 105
SOURCE: FACEBOOK AD MANAGER (SEP 2012) 106
FACEBOOK IN CHINA
SEP
2012
FEMALE:
41%
MALE:
59%
18-24:
37%
13-17:
6%
25-34:
39%
35--44:
12%
45-54:
4%
55-64:
1%
65+:
1%
70,000,000
USERS OF PROFESSIONAL
SOCIAL NETWORKS IN CHINA
THERE ARE MORE THAN
SOURCE: SOOTOO STATISTICS, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 107
SOURCES: SOOTOO.COM AS CITED IN CHINA INTERNET WATCH (DEC 2012), SOCIALBAKERS (JAN 2013), SOCIALMEDIAWEEK (SEP 2012) 108
CHINA’S TOP PROFESSIONAL NETWORKS
JAN
2013
TIANJI
12.3 M
DAJIE RUOLIN
12.2 M
HONGTAO
8.0 M
RENHE
5.0 M
BINZHI
4.2 M
LINKEDIN
2.8 M
USHI
2.0 M
HENGZHI
12.3 M
1.1 M
500,000
NEW USERS EVERY MONTH
TIANJI, CHINA’S TOP PROFESSIONAL SOCIAL
NETWORK, IS GROWING BY AN AVERAGE OF
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
250%
IN 2012 ALONE
USERS OF PROFESSIONAL SOCIAL
NETWORKS IN CHINA INCREASED BY
SOURCE: SOOTOO STATISTICS, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 111
MOBILE
IN CHINA
112
1,104,000,000
MOBILE SUBSCRIPTIONS IN CHINA:
SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) 113
CHINA’S TELECOMS INDUSTRY
IS THE LARGEST IN THE WORLD
SOURCE: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (Q3 2012) 114
82%
MOBILE PENETRATION IN CHINA:
SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) 115
10,000,000
NEW SUBSCRIPTIONS
EVERY MONTH IN 2012
CHINA’S MOBILE MARKET
INCREASED BY AN AVERAGE OF MORE THAN
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 USE
THEIR MOBILE PHONES TO:
SOURCE: ENOVATE 118
BUY STARBUCKS COFFEE
BUY SUBWAY TICKETS
DO THEIR BANKING
DO THEIR SHOPPING
BUY LOTTERY TICKETS
¥€$
88
70%
OF CHINESE PEOPLE SAY THEY “CAN’T
LIVE WITHOUT” THEIR MOBILE PHONE
119SOURCE: SYNOVATE
30%
OF CHINESE MOBILE INTERNET
USERS HAVE ACCESS TO 3G SERVICES
120SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012)
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
ANDROID MARKET
LARGEST
CHINA IS THE WORLD’S
SOURCE: INFORMA TELECOMS & MEDIA, AS CITED IN CHINA INTERNET WATCH (JAN 2013) 123
85%
IN 2012 COMPARED TO 2011
SMARTPHONE SALES IN
CHINA INCREASED BY
SOURCE: INFORMA TELECOMS & MEDIA, AS CITED IN CHINA INTERNET WATCH (JAN 2013) 124
THERE ARE MORE THAN
122,000,000
MOBILE 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 USERS
LIVE IN GUANGDONG PROVINCE
SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) 126
MOBILE
INTERNET
127
420,000,000
NUMBER OF MOBILE
INTERNET USERS IN CHINA:
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
(! )!
31%
MOBILE INTERNET PENETRATION IN CHINA:
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 130
MOBILE PHONES ARE THE TOP
INTERNET ACCESS DEVICE IN CHINA
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 131
75%
OF CHINESE NETIZENS GO
ONLINE FROM THEIR MOBILE
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 132
PERCENTAGE OF NEW NETIZENS USING
MOBILE DEVICES TO ACCESS THE INTERNET
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 133
URBAN NETIZENS RURAL NETIZENS
47% 60%
VS
18%
IN 2012, THE NUMBER OF MOBILE
INTERNET USERS IN CHINA INCREASED BY
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 OFTEN
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (SEP 2012) 136
LITERATURE MUSIC
44% 36%
NEWS
62%
MICROBLOGS
41%
SEARCH ENGINE
46%
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 137
CHINESE MOBILE INTERNET USERS
SEP
2012
50-59:
2%
60+:
1%
40-49:
11%
30-39:
24%
20-29:
33%
0-19:
29%
58%
OF CHINA’S MOBILE
INTERNET 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 INTERNET
USERS ARE YOUNGER THAN 30
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 140
US$2,373,000,000
IN Q3 2012 ALONE, CHINA’S MOBILE
INTERNET MARKET WAS WORTH
SOURCE: IRESEARCH (NOV 2012) 141
ON AN ANNUALISED BASIS, CHINA’S
MOBILE INTERNET MARKET IS WORTH
MORE 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
102%
THE VALUE OF CHINA’S MOBILE INTERNET
MARKET IS GROWING AT AN ANNUAL RATE OF
143SOURCE: IRESEARCH (NOV 2012)
LOCATION-
BASED SERVICES
144
217,000,000
USERS IN Q2 2012
CHINESE LOCATION-BASED
SERVICES REACHED
SOURCE: MNRC (OCT 2012) 145
$589,000,000
VALUE OF CONSUMER LOCATION-
BASED SERVICES IN CHINA IN 2012:
SOURCE: MNRC (OCT 2012) 146
TOP USES OF LOCATION-
BASED SERVICES IN CHINA
SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) 147
MAPS &
LOCATION
ACCESS
LOCAL DEALS
33% 19%
CONNECT WITH
OTHER PEOPLE
29%
WHERE CHINESE NETIZENS
USE LOCATION-BASED SERVICES
SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) 148
ON THE
STREET
AT
HOME
30% 19%
ON PUBLIC
TRANSPORT
26%
15%
OF CHINA’S LBS USERS ACCESS THESE
SERVICES FOR E-COMMERCE PURPOSES
SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) 149
E-COMMERCE
IN CHINA
150
242,000,000
NUMBER OF ONLINE SHOPPERS
IN CHINA IN JUNE 2012:
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 151
CHINA HAS THE LARGEST NUMBER
OF ONLINE SHOPPERS IN THE WORLD
SOURCE: BOSTON CONSULTING GROUP, AS CITED IN SCMP (APR 2012) 152
43%
OF CHINA’S NETIZENS
PARTICIPATE IN ONLINE SHOPPING
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 153
25%
INCREASE IN THE NUMBER OF
ONLINE SHOPPERS IN CHINA IN 2012:
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 154
CHINA’S ONLINE SHOPPERS IN CONTEXT
SOURCES: BOSTON CONSULTING GROUP; AND FORRESTER RESEARCH, AS CITED IN MASHABLE (APR 2012) 155
75 MILLION MORE ONLINE
SHOPPERS THAN THE USA
SIX TIMES THE NUMBER OF
ONLINE SHOPPERS IN THE UK
75 M 6 X
DOUBLE THE NUMBER OF
ONLINE SHOPPERS IN JAPAN
2 X
90%
OF CHINA’S NETIZENS EARN
LESS THAN US$27 PER DAY
AROUND
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 156
5,000,000
ONLINE SHOPPERS
AGED OVER 50
IN CHINA, THERE ARE
SOURCE: ALIBABA, AS CITED BY IFENG (DEC 2012) 157
83,270,000
IN 2012, THE NUMBER OF USERS OF
GROUP BUYING IN CHINA REACHED
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 158
THAT’S MORE THAN THE ENTIRE
POPULATION OF GERMANY
SOURCE: WIKIPEDIA (ACCESSED JAN 2013) 159
(! )!
US$319,000,000,000
TOTAL TRANSACTION VALUE OF
E-COMMERCE IN CHINA IN Q3 2012:
SOURCE: IRESEARCH (NOV 2012) 160
US$40,000
IN E-COMMERCE TRANSACTIONS
IN CHINA EVERY SECOND
THAT EQUATES TO MORE THAN
SOURCE: BASED ON DATA FROM IRESEARCH (NOV 2012) 161
22%
ANNUAL GROWTH OF
E-COMMERCE IN CHINA:
SOURCE: IRESEARCH (NOV 2012) 162
15%
OF THE COUNTRY’S GDP
THE VALUE OF E-COMMERCE
IN CHINA EQUATES TO
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 MORE
THAN 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
14%
OF CHINA’S E-COMMERCE
TRANSACTION VALUE
ONLINE SHOPPING
ACCOUNTS FOR
SOURCE: IRESEARCH (NOV 2012) 165
50,000
SALES PER MINUTE
TAOBAO, CHINA’S BIGGEST
C2C SITE, GENERATES
SOURCE: BOSTON CONSUTING GROUP (MAY 2012) 166
¥1,000,000,000,000
( THAT’S ABOUT 160 BILLION US DOLLARS )
THE TOTAL VALUE OF TRANSACTIONS
ON TABAO IN 2012 EXCEEDED
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
$5,190,000,000
TOTAL VALUE OF TRANSACTIONS ON TAOBAO AND
TMALL ON ‘BACHELOR’S DAY’ (NOVEMBER 11) 2012:
SOURCE: PEOPLE’S DAILY (NOV 2012) 169
US$60,000
EVERY SECOND
THAT EQUATES TO
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 TMALL
OR 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 FIRST
SECOND OF ITS BACHELOR’S DAY SHOPPING FESTIVAL
SOURCE: PEOPLE’S DAILY (NOV 2012) 173
GROWTH IN 2012 BACHELOR’S DAY
E-COMMERCE SALES COMPARED TO 2011
SOURCE: TECH SINA (NOV 2012) 174
TMALL TAOBAO
+242% +204%
47%
OF E-COMMERCE
SALES IN CHINA
17% OF SHOPPERS
ACCOUNT FOR
SOURCE: NIELSEN (MAY 2012) 175
78%
OF THESE “GOLDEN SHOPPERS” USE
BOTH SOCIAL NETWORKS AND WEIBO
SOURCE: NIELSEN (MAY 2012) 176
M-COMMERCE
IN CHINA
177
146,000,000
M-COMMERCE USERS IN CHINA AT END 2012:
SOURCE: IIMEDIA RESEARCH (APR 2012) 178
IN 2012
136%
CHINA’S MOBILE SHOPPING
COMMUNITY GREW BY
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
80%
IN 2012, USERS OF MOBILE GROUP BUYING, MOBILE
PAYMENT AND MOBILE BANKING INCREASED BY OVER
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 182
60,000,000
PEOPLE IN CHINA MAKE
USE OF MOBILE TRANSACTIONS
SOURCE: SINA NEWS (SEP 2012) 183
US$13
AVERAGE VALUE OF MOBILE TRANSACTIONS
IN CHINA PER USER, PER MONTH:
SOURCE: BASED ON DATA FROM SINA NEWS (SEP 2012) 184
US$800,000,000
THE AVERAGE TOTAL MONTHLY VALUE OF
MOBILE TRANSACTIONS IN CHINA EXCEEDS
SOURCE: SINA NEWS (SEP 2012) 185
THAT’S MORE THAN
US$300
WORTH OF MOBILE
TRANSACTIONS EVERY SECOND
SOURCE: BASED ON DATA FROM SINA NEWS (SEP 2012) 186
ONLINE
ENTERTAINMENT
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
(! )!
4,100,000,000
COLLECTIVE HOURS STREAMING
WEB VIDEOS IN AUGUST 2012 ALONE
CHINESE WEB USERS SPENT OVER
SOURCE: COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) 190
THAT EQUATES TO MORE THAN
5,600,000
YEARS 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
475,000,000
UNIQUE VISITORS EACH MONTH
YOUKU AND TUDOU ATTRACT MORE THAN
SOURCE: SITE-REPORTED DATA, AS CITED IN CHINASCOPE FINANCIAL (SEP 2012) 192
UNIQUE VISITORS TO CHINA’S
ONLINE VIDEO PLATFORMS
SOURCE: SITE-REPORTED DATA, AS CITED IN CHINASCOPE FINANCIAL (SEP 2012) 193
YOUKU & TUDOU TENCENT VIDEO
475,000,000 275,500,000
US$430,000,000
VALUE OF CHINA’S ONLINE
VIDEO MARKET IN Q3 2012
SOURCE: IRESEARCH, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 194
US$1,000,000,000
THIS SUGGESTS THAT CHINA’S ONLINE VIDEO
MARKET IN 2013 WILL BE WORTH MORE THAN
SOURCE: BASED ON DATA FROM IRESEARCH, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 195
70%
ANNUAL GROWTH IN AVERAGE
AD SPEND ON YOUKU IN Q3 2012:
SOURCE: YOUKU Q3 FINANCIAL REPORT (NOV 2012) 196
HOURS SPENT ON ONLINE
VIDEO PLATFORMS IN CHINA
SOURCE: COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) 197
V.QQ
(TENCENT)
TUDOU
(YOUKU TUDOU)
474 M 291 M
YOUKU
(YOUKU TUDOU)
698 M
TV.SOHU
(SOHU)
406 M
IQIYI
(BAIDU)
569 M
130,000,000
PEOPLE IN CHINA WATCHED ONLINE
VIDEOS ON THEIR MOBILE PHONES
IN 2012, OVER
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 198
OF CHINESE INTERNET USERS
HAVE PLAYED ONLINE GAMES
60%
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 199
4,000,000
SMART TVS IN Q2 2012
CHINESE CONSUMERS BOUGHT
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 4
TIMES AS MANY AS JAPANESE CONSUMERS
SOURCE: NPD DISPLAY SEARCH (Q2 2012) 202
E-FINANCE
IN CHINA
203
221,480,000
USERS OF ONLINE BANKING IN CHINA:
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
(! )!
33%
IN 2012, USERS OF
ONLINE BANKING IN CHINA INCREASED BY
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 206
220,650,000
PEOPLE USING ONLINE
PAYMENTS IN CHINA:
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 207
32%
IN 2012
ONLINE PAYMENTS
IN CHINA GREW BY
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 208
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL SIMON KEMP ON +65 9146 5356, OR
EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
This report has been compiled by We
Are Social Ltd (“We Are Social”) for
informational purposes only, and relies
on data from a wide variety of sources,
including but not limited to public and
private companies, market research
firms, government agencies, NGOs,
and private individuals. While We Are
Social strives to ensure that all data
and charts contained in this report are,
as at the time of publishing, accurate
and up-to-date, We Are Social shall
not be responsible for any errors or
omissions contained in this report, or
for the results obtained from its use.
All information contained in this
report is provided “as is”, with no
guarantee whatsoever of its accuracy,
completeness, correctness or non-
infringement of third-party rights and
without warranty of any kind, express
or implied, including without limitation,
warranties of merchantability or fitness
for any particular purpose. This report
contains data, tables, figures, maps,
flags, analyses and technical notes
that relate to various geographical
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reference to these territories and
any associated elements (including
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expression of any opinion whatsoever
on the part of We Are Social, or any of
the featured brands, nor any of those
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This report is provided with the
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China's Booming Social Media Landscape in 2013

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China's Booming Social Media Landscape in 2013

  • 1. we are social CHINA SOCIAL, DIGITAL AND MOBILE IN JANUARY 2013
  • 2.
  • 3. 1,343,240,000 564,000,000 597,600,000 1,104,000,000 TOTAL POPULATION INTERNET USERS USERS ON TOP SOCIAL NETWORK MOBILE SUBSCRIBERS URBAN INTERNET PENETRATION SOCIAL NETWORKING PENETRATION MOBILE PENETRATION RURAL CHINA JAN 2013 COMPILED 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 NETWORK INFORMATION CENTRE (JAN 2013); SOCIAL NETWORKS: TENCENT (AUG 2012) COMPARED TO OTHER SITE-REPORTED FIGURES; MOBILE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY (DEC 2012) 3 51% 42% 44% 82% 49%
  • 5. 1,343,240,000 CURRENT POPULATION OF CHINA: SOURCE: US CENSUS BUREAU (ACCESSED JAN 2013) 5
  • 6. 你好 IF YOU TOOK JUST 1 SECOND TO SAY 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
  • 7. 6,710,000 PEOPLE IN 2012 CHINA’S POPULATION GREW BY SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 7
  • 8. CHINA’S POPULATION IS GROWING BY 1 PERSON EVERY 5 SECONDS SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 8 CHINA’S POPULATION IS GROWING BY 1 PERSON
  • 9. 41% OF CHINA’S POPULATION IS UNDER THE AGE OF 30 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 9
  • 10. 36 MEDIAN AGE OF CHINA’S POPULATION: SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 10
  • 11. 43 MAKE UP THE LARGEST SINGLE AGE GROUP IN CHINA PEOPLE AGED SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 11
  • 12. 51% OF CHINA’S POPULATION LIVES IN URBAN AREAS SOURCE: CHINESE NATIONAL BUREAU OF STATISTICS (ACCESSED SEP 2012) 12
  • 13. 18,500,000 CHINESE PEOPLE WILL MOVE FROM RURAL 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
  • 14. CHINA’S ECONOMIC SPECTRUM SOURCE: BBC (NOV 2012) 14 US-DOLLAR MILLIONAIRES PEOPLE LIVING ON US$1 PER DAY 1,000,000 150,000,000
  • 16. NUMBER OF INTERNET USERS IN CHINA: 564,000,000 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 16
  • 17. CHINA HAS THE LARGEST INTERNET POPULATION IN THE WORLD SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012); AND INTERNETWORLDSTATS 17
  • 18. 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 (! )!
  • 19. 42% INTERNET PENETRATION IN CHINA: SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 19
  • 20. 50,900,000 NEW INTERNET USERS IN 2012, CHINA ADDED SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 20
  • 21. THAT’S LIKE ADDING TWICE THE POPULATION OF AUSTRALIA SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 21 (! )!
  • 22. …AND IS EQUAL TO ADDING 1.6 NEW INTERNET USERS EVERY SECOND SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 22
  • 23. 21 HOURS AVERAGE TIME CHINESE NETIZENS SPEND ONLINE EACH WEEK: SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 23
  • 24. 56% OF CHINESE INTERNET USERS ARE MALE SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 24
  • 25. 28% OF CHINESE INTERNET USERS ARE FROM RURAL AREAS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 25
  • 26. 52% OF THE GROWTH IN INTERNET USERS IN CHINA IN THE FIRST HALF OF 2012 HOWEVER, PEOPLE FROM RURAL AREAS ACCOUNTED FOR SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 26
  • 27. YEARS OLD 25 THE AVERAGE CHINESE INTERNET USER IS SOURCE: TECH IN ASIA (OCT 2012) 27
  • 28. 80% OF CHINESE INTERNET USERS ARE BETWEEN THE AGES OF 10 AND 40 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 28
  • 29. 25% OF CHINA’S ONLINE POPULATION STUDENTS REPRESENT SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 29
  • 30. MOBILE INTERNET USERS OUTNUMBER PC-BASED INTERNET USERS IN CHINA SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 30 420,000,000 MOBILE INTERNET USERS! 398,000,000 PC-BASED INTERNET USERS! VS
  • 31. DEVICES THAT CHINESE NETIZENS USE TO GO ONLINE SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 31 MOBILES LAPTOPS 75% 46% DESKTOPS 71%
  • 32. WHERE DO CHINA’S NETIZENS ACCESS THE INTERNET FROM? SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 32 OFFICE SCHOOL 32% 16% HOME 92% CYBERCAFÉ 22%
  • 33. 8,000,000 NUMBER OF INTERNET USERS IN SHENZHEN: SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 33
  • 34. INTERNET PENETRATION BY CHINESE CITY SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 34 SHENZHEN SHANGHAI 77% 66% GUANGZHOU 73% BEIJING 70%
  • 35. 72% OF CHINESE NETIZENS HAVE BROADBAND INTERNET ACCESS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2012) 35
  • 36. 88% OF CHINA’S VILLAGES BROADBAND IS AVAILABLE IN SOURCE: SINA, AS CITED IN TECHINASIA (JAN 2013) 36
  • 37. 60% OF CHINA’S NEW RURAL NETIZENS ACCESS THE INTERNET VIA MOBILE DEVICES SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 37
  • 38. TOP ONLINE ACTIVITIES IN CHINA SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 38 ONLINE MUSIC ONLINE VIDEOS 77% 66% INSTANT MESSAGING 83% BLOGS AND SOCIAL MEDIA 66% SEARCH ENGINE 80%
  • 39. FASTEST GROWING ONLINE ACTIVITIES IN CHINA SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 39 GROUP BUYING WEIBO & MICROBLOG +29% +24% ONLINE BANKING +33% ONLINE SHOPPING +25% ONLINE PAYMENTS +32%
  • 40. TOP BAIDU SEARCHES IN 2012 SOURCE: BAIDU, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 40 1.  TAOBAO 2.  QZONE 3.  4399.COM 4.  YOUKU 5.  MARUTO 1.  NOVELS 2.  TAOBAO 3.  WECHAT 4.  NEWS 5.  DIAOYU ISLAND 6.  BEAUTIES 7.  JOKES 8.  MILITARY NEWS 9.  VOICE OF CHINA 10. GANGNAM STYLE PC-BASED SEARCHES MOBILE SEARCHES 6.  NBA 7.  WEIBO 8.  360BUY.COM 9.  ROCKING THE UNIVERSE 10. QVOD PLAYER
  • 42. THERE ARE AT LEAST 597,600,000 USERS OF SOCIAL MEDIA IN CHINA SOURCES: BASED ON DATA FROM TENCENT (AUG 2012) AND DATA FROM OTHER SOCIAL NETWORKS 42
  • 43. 44% SOCIAL MEDIA PENETRATION IN CHINA: SOURCES: BASED ON DATA FROM TENCENT (AUG 2012), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 43
  • 44. 91% OF CHINA’S NETIZENS VISIT SOCIAL MEDIA SITES SOURCE: MCKINSEY (APR 2012) 44
  • 45. 67% THE SAME STATISTIC FOR THE USA IS ONLY SOURCE: MCKINSEY (APR 2012) 45
  • 46. 88% OF CHINESE SOCIAL MEDIA USERS ARE ACTIVE SOURCE: MCKINSEY (APR 2012) 46
  • 47. 46 MINUTES EACH DAY VISITING SOCIAL MEDIA SITES NETIZENS IN CHINA SPEND AN AVERAGE OF SOURCE: MCKINSEY (APR 2012) 47
  • 48. 19,000,000 YEARS ON SOCIAL NETWORKING ACTIVITIES IN 2012 THIS SUGGESTS THAT CHINA’S SOCIAL MEDIA USERS SPENT A COMBINED TOTAL OF SOURCES: BASED ON DATA FROM TENCENT (AUG 2012), AND MCKINSEY (APR 2012) 48
  • 49. 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 CHINA’S TOP SNS BY REGISTERED USERS JAN 2013 712 M 507M 400 M QZONE TENCENT WEIBO SINA WEIBO 259 MPENGYOU 172 MRENREN
  • 50. SOURCES: TENCENT (JUN & AUG 2012); SINA (OCT 2012); RENREN 50 CHINA’S SNS BY ACTIVE USERS JAN 2013 598 M 287 M 277 M QZONE SINA WEIBO TENCENT WEIBO 259 MPENGYOU RENREN 48 M
  • 51. 56% OF CHINA’S SOCIAL MEDIA USERS THROUGH ITS QZONE, TENCENT WEIBO, AND PENGYOU SITES TENCENT ACCOUNTS FOR SOURCE: TENCENT FINANCIAL REPORT (AUG 2012) 51
  • 52. SOURCE: MCKINSEY (APR 2012) 52 CHINA’S ‘FAVOURITE’ SOCIAL NETWORKS APR 2012 TENCENT WEIBO SINA WEIBO QZONE RENREN 44% 19% 19% 8% KAIXIN 7%
  • 53. 4 IN 5 OF THE TOP SOCIAL NETWORKS IN ASIA ARE FROM CHINA SOURCES: BASED ON DATA FROM TENCENT; SINA; FACEBOOK AND TECHINASIA (2012) 53
  • 54. 467,750,000 USERS OF INSTANT MESSAGING SERVICES IN CHINA, THERE ARE OVER SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 54
  • 55. 1,200,000,000 ACTIVE INSTANT MESSAGING ACCOUNTS THESE USERS MAINTAIN MORE THAN SOURCE: ENFODESK, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 55
  • 56. 784,000,000 ACTIVE ACCOUNTS EACH MONTH QQ’S INSTANT MESSAGING PLATFORM HAS SOURCE: TENCENT (NOV 2012) 56
  • 57. 167,000,000 PEOPLE USING ITS INSTANT MESSAGING SERVICE AT THE SAME TIME IN AUGUST 2012, QQ REGISTERED SOURCE: TENCENT (AUG 2012) 57
  • 58. 38% OF CHINA’S NETIZENS REVEALED THEIR REAL NAMES ON SOCIAL NETWORKING SITES UNTIL RECENTLY, BARELY SOURCE: NIELSEN (MAY 2012) 58
  • 59. 84% OF CHINA’S NETIZENS HAVE AN OPEN ATTITUDE TOWARDS PERSONAL PRIVACY SOURCE: NIELSEN, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 59
  • 60. 66% OF CHINESE SOCIAL MEDIA USERS FOLLOW BRANDS SOURCE: INSITES CONSULTING (SEP 2012) 60
  • 61. 8 BRANDS ON AVERAGE, EACH OF CHINA’S SOCIAL MEDIA USERS FOLLOWS SOURCE: DCCI (SEP 2012) 61
  • 62. 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
  • 63. 43% OF CHINA’S NETIZENS ARE INTERESTED IN PRODUCTS SHARED BY FRIENDS ON SOCIAL NETWORKING SITES SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 63
  • 64. 38% OF CHINA’S NETIZENS REFER TO FRIENDS’ SNS COMMENTS WHEN MAKING SHOPPING DECISIONS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 64
  • 65. 60% IN THE FIRST HALF OF 2012, THE VOLUME OF SOCIAL SHARING IN CHINA INCREASED BY SOURCE: BAIDU INC, AS CITED IN CHINA INTERNET WATCH (SEP 2012) 65
  • 66. SOURCE: CHINA INTERNET WATCH (SEP 2012). FIGURES REPRESENT ACTIVITY FOR H1 2012 66 ‘SHARE OF SHARING’ BY SNS PLATFORM SEP 2012 RENRENSINA WEIBO QZONE TENCENT WEIBO 44% 12% 9% 7%
  • 67. THE SOCIAL MEDIA PREFERENCES OF CHINA’S NETIZENS BY LIFE STAGE SOURCE: NIELSEN (MAY 2012) 67 STUDENTS TEND TO USE SOCIAL NETWORK SITES GRADUATES TEND TO PREFER MICROBLOGS VS
  • 68. USES OF DIFFERENT SOCIAL MEDIA BY CHINA’S NETIZENS SOURCE: NIELSEN (MAY 2012) 68 LIKE WEIBO ARE USED FOR FINDING AND SHARING INFORMATION ARE USED FOR FINDING AND INTERACTING WITH FRIENDS MICROBLOGS SOCIAL NETWORKS VS
  • 69. 89% OF CHINESE NETIZENS USE A WEIBO SERVICE SOURCE: DCCI, AS CITED IN CHINA INTERNET WATCH (OCT 2012) 69
  • 70. 97% OF SOCIAL MEDIA USERS IN CHINA ARE WEIBO USERS SOURCE: NIELSEN (MAY 2012) 70
  • 71. US$79,820,000 ESTIMATED SIZE OF THE WEIBO MARKET IN CHINA IN 2012: SOURCE: IRESEARCH (SEP 2012) 71
  • 72. 57% OF CHINA’S WEIBO USERS ARE MALE SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 72
  • 73. 62% OF CHINESE WEIBO USERS ARE MARRIED SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 73
  • 74. 30% OF CHINA’S WEIBO USERS HAVE MORE THAN ONE WEIBO ACCOUNT SOURCE: DCCI (SEP 2012) 74
  • 75. SOURCE: DCCI (SEP & OCT 2012) 75 THE DEMOGRAPHICS OF WEIBO USERS OCT 2012 19-25: 19% 26-30: 30%31-35: 21% 36-40: 12% 41-45: 9% 46-55: 6% 56-65: 3% FEMALE: 43% MALE: 57%
  • 76. COMPARING CHINA’S TOP WEIBOS SOURCES: TENCENT Q3 FINANCIAL REPORT (NOV 2012); SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM (NOV 2012); NIELSEN (MAY 2012) 76 ACTIVE USERS: 287 M REGISTERED USERS: 400 M NETIZEN PENETRATION: 73% USER LOCATION: TIER 1 & 2 CITIES ACTIVE USERS: 277 M REGISTERED USERS: 507 M NETIZEN PENETRATION: 93% USER LOCATION: TIER 3 & 4 CITIES SINA TENCENT VS
  • 77. 59% SHENZHEN HAS THE HIGHEST RATE OF WEIBO PENETRATION IN CHINA, AT SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 77
  • 78. 5% OF CHINA’S WEIBO USERS ARE FROM RURAL REGIONS ONLY SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 78
  • 79. 50% OF WEIBO USERS ACCESS E-COMMERCE SITES AFTER NOTICING RELEVANT INFORMATION ON WEIBO MORE THAN SOURCE: DCCI (SEP 2012) 79
  • 80. WEIBO’S INFLUENCE ON ONLINE SHOPPERS’ PURCHASE DECISIONS BY CATEGORY 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 BOOKS, AUDIO AND VIDEO CLOTHES, SHOES AND BAGS 42% 35% RESTAURANTS AND ENTERTAINMENT 37%
  • 81. 86% OF TRENDING TOPICS ON WEIBO IN CHINA ORIGINATE FROM OPINION LEADERS SOURCE: INTERNET RESEARCH CENTER (JUL 2012) 81
  • 82. 94% OF SINA WEIBO USERS IN CHINA HAVE USED ITS SEARCH FUNCTION SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012) 82
  • 83. 28% OF SINA WEIBO USERS USE THE SITE TO SEARCH FOR BRAND INFORMATION SOURCE: CHINA INTERNET NETWORK INFORMATION CENTER, AS CITED IN RESONANCE CHINA (AUG 2012) 83
  • 84. GLOBAL COMPARISON: TOP 5 USERS’ AVERAGE NUMBER OF FOLLOWERS SOURCES: TWITTER.COM AND WEIBO.COM (ACCESSED NOV 2012) 84 TWITTER SINA WEIBO 28,538,000 24,280,000 VS
  • 85. 230,000 COMPANIES WITH A PRESENCE ON SINA WEIBO THERE ARE MORE THAN SOURCE: SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM (NOV 2012) 85
  • 86. 25% OF FORTUNE 500 COMPANIES HAVE A SINA WEIBO PRESENCE MORE THAN SOURCE: DCCI (SEP 2012) 86
  • 87. GOVERNMENT ACCOUNTS ON SINA WEIBO 60,000 THERE ARE OVER SOURCE: SINA GOVERNMENT WEIBO REPORT (DEC 2012) 87
  • 88. 55% OF SINA WEIBO USERS WERE BORN IN THE 1980S SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 88
  • 89. 61% OF SINA WEIBO USERS HOLD A BACHELOR’S DEGREE OR HIGHER SOURCE: DCCI (SEP 2012) 89
  • 90. 54% OF THE TOTAL GOODS AND SERVICES IN CHINA ALTHOUGH THEY ACCOUNT FOR JUST 30% OF THE POPULATION, SINA WEIBO USERS CONSUME SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 90
  • 91. 55% OF CHINA’S SINA WEIBO USERS ARE SINGLE SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 91
  • 92. 20% MORE TIME ON THE INTERNET COMPARED TO TWITTER USERS IN THE USA PEOPLE ACCESSING SINA WEIBO FROM COMPUTERS IN CHINA SPEND SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 92
  • 93. 35% MORE TIME ON THE INTERNET COMPARED TO TWITTER USERS IN THE USA PEOPLE ACCESSING SINA WEIBO FROM MOBILE DEVICES IN CHINA SPEND SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 93
  • 94. 76% OF SINA WEIBO USERS ARE OPEN TO ADVERTISING ON MICROBLOGS SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 94
  • 95. 72% OF SINA WEIBO’S USERS ACCESS THE SERVICE VIA MOBILE DEVICES SOURCE: SINA, AS CITED IN THE NEXT WEB (NOV 2012) 95
  • 96. SMARTPHONE USERS WHO BROWSE SOCIAL MEDIA SITES VIA THEIR PHONES: SOURCE: MCKINSEY (APR 2012) 96 CHINA UNITED STATES 58% 43% VS
  • 97. 47% IN 2012, MOBILE WEIBO USERS IN CHINA INCREASED BY SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 97
  • 98. 89% OF ALL CHINESE MICROBLOG USERS MOBILE WEIBO USERS ACCOUNT FOR SOURCE: DCCI (SEP 2012) 98
  • 99. 300,000,000 USERS OF TENCENT’S WECHAT MOBILE INSTANT MESSAGING APP: SOURCE: TENCENT (JAN 2013) 99
  • 100. 74% OF WECHAT USERS IN CHINA ARE IN THEIR 20S SOURCE: DAMN DIGITAL (NOV 2012) 100
  • 101. 63% OF WECHAT USERS IN CHINA ARE MALE SOURCE: DAMN DIGITAL (NOV 2012) 101
  • 102. 700,000,000 LOCATION-BASED ACTIONS EVERY DAY IN CHINA MOBILE QQ AND WECHAT LOG OVER SOURCE: TENCENT, AS CITED IN THE NEXT WEB (SEP 2012) 102
  • 103. 8,000 LOCATION-BASED ACTIONS EVERY SECOND THAT’S MORE THAN SOURCE: BASED ON DATA FROM TENCENT, AS CITED IN THE NEXT WEB (SEP 2012) 103
  • 104. 631,100 FACEBOOK USERS IN CHINA: SOURCE: SOCIALBAKERS (JAN 2013) 104
  • 105. CHINA RANKS 99TH ON THE LIST OF COUNTRIES BY FACEBOOK USERS, WITH MORE USERS THAN OMAN AND ESTONIA SOURCE: SOCIALBAKERS (JAN 2013) 105
  • 106. SOURCE: FACEBOOK AD MANAGER (SEP 2012) 106 FACEBOOK IN CHINA SEP 2012 FEMALE: 41% MALE: 59% 18-24: 37% 13-17: 6% 25-34: 39% 35--44: 12% 45-54: 4% 55-64: 1% 65+: 1%
  • 107. 70,000,000 USERS OF PROFESSIONAL SOCIAL NETWORKS IN CHINA THERE ARE MORE THAN SOURCE: SOOTOO STATISTICS, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 107
  • 108. SOURCES: SOOTOO.COM AS CITED IN CHINA INTERNET WATCH (DEC 2012), SOCIALBAKERS (JAN 2013), SOCIALMEDIAWEEK (SEP 2012) 108 CHINA’S TOP PROFESSIONAL NETWORKS JAN 2013 TIANJI 12.3 M DAJIE RUOLIN 12.2 M HONGTAO 8.0 M RENHE 5.0 M BINZHI 4.2 M LINKEDIN 2.8 M USHI 2.0 M HENGZHI 12.3 M 1.1 M
  • 109. 500,000 NEW USERS EVERY MONTH TIANJI, CHINA’S TOP PROFESSIONAL SOCIAL NETWORK, IS GROWING BY AN AVERAGE OF SOURCE: TECHINASIA (APR 2012) 109
  • 110. CHINA RANKS 7TH IN THE LIST OF COUNTRIES WORLDWIDE BY ITS NUMBER OF LINKEDIN USERS SOURCE: SOCIALBAKERS (JAN 2013) 110
  • 111. 250% IN 2012 ALONE USERS OF PROFESSIONAL SOCIAL NETWORKS IN CHINA INCREASED BY SOURCE: SOOTOO STATISTICS, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 111
  • 113. 1,104,000,000 MOBILE SUBSCRIPTIONS IN CHINA: SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) 113
  • 114. CHINA’S TELECOMS INDUSTRY IS THE LARGEST IN THE WORLD SOURCE: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (Q3 2012) 114
  • 115. 82% MOBILE PENETRATION IN CHINA: SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) 115
  • 116. 10,000,000 NEW SUBSCRIPTIONS EVERY MONTH IN 2012 CHINA’S MOBILE MARKET INCREASED BY AN AVERAGE OF MORE THAN SOURCE: CHINADAILY (NOV 2012) 116
  • 117. THAT’S MORE THAN 4 NEW SUBSCRIPTIONS EVERY SECOND SOURCE: BASED ON DATA CITED IN CHINADAILY (NOV 2012) 117 (! )!
  • 118. IN CHINA, PEOPLE CAN USE THEIR MOBILE PHONES TO: SOURCE: ENOVATE 118 BUY STARBUCKS COFFEE BUY SUBWAY TICKETS DO THEIR BANKING DO THEIR SHOPPING BUY LOTTERY TICKETS ¥€$ 88
  • 119. 70% OF CHINESE PEOPLE SAY THEY “CAN’T LIVE WITHOUT” THEIR MOBILE PHONE 119SOURCE: SYNOVATE
  • 120. 30% OF CHINESE MOBILE INTERNET USERS HAVE ACCESS TO 3G SERVICES 120SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012)
  • 121. NUMBER OF SMARTPHONE USERS IN CHINA: 290,000,000 SOURCE: IRESEARCH (OCT 2012) 121
  • 122. SMARTPHONE PENETRATION IN CHINA: 22% SOURCES: BASED ON DATA FROM IRESEARCH (OCT 2012); AND CHINESE NATIONAL BUREAU OF STATISTICS (ACCESSED SEP 2012) 122
  • 123. ANDROID MARKET LARGEST CHINA IS THE WORLD’S SOURCE: INFORMA TELECOMS & MEDIA, AS CITED IN CHINA INTERNET WATCH (JAN 2013) 123
  • 124. 85% IN 2012 COMPARED TO 2011 SMARTPHONE SALES IN CHINA INCREASED BY SOURCE: INFORMA TELECOMS & MEDIA, AS CITED IN CHINA INTERNET WATCH (JAN 2013) 124
  • 125. THERE ARE MORE THAN 122,000,000 MOBILE 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
  • 126. 11% OF CHINA’S MOBILE USERS LIVE IN GUANGDONG PROVINCE SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) 126
  • 128. 420,000,000 NUMBER OF MOBILE INTERNET USERS IN CHINA: SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 128
  • 129. 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 (! )!
  • 130. 31% MOBILE INTERNET PENETRATION IN CHINA: SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 130
  • 131. MOBILE PHONES ARE THE TOP INTERNET ACCESS DEVICE IN CHINA SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 131
  • 132. 75% OF CHINESE NETIZENS GO ONLINE FROM THEIR MOBILE SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 132
  • 133. PERCENTAGE OF NEW NETIZENS USING MOBILE DEVICES TO ACCESS THE INTERNET SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 133 URBAN NETIZENS RURAL NETIZENS 47% 60% VS
  • 134. 18% IN 2012, THE NUMBER OF MOBILE INTERNET USERS IN CHINA INCREASED BY SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 134
  • 135. 72% OF CHINESE MOBILE INTERNET USERS GO ONLINE AT LEAST ONCE A DAY SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 135
  • 136. TYPES OF WEBSITE THAT CHINA’S MOBILE WEB BROWSERS VISIT MOST OFTEN SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (SEP 2012) 136 LITERATURE MUSIC 44% 36% NEWS 62% MICROBLOGS 41% SEARCH ENGINE 46%
  • 137. SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 137 CHINESE MOBILE INTERNET USERS SEP 2012 50-59: 2% 60+: 1% 40-49: 11% 30-39: 24% 20-29: 33% 0-19: 29%
  • 138. 58% OF CHINA’S MOBILE INTERNET USERS ARE MALE SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 138
  • 139. 27% OF CHINA’S MOBILE INTERNET USERS LIVE IN RURAL AREAS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 139
  • 140. 62% OF CHINESE MOBILE INTERNET USERS ARE YOUNGER THAN 30 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 140
  • 141. US$2,373,000,000 IN Q3 2012 ALONE, CHINA’S MOBILE INTERNET MARKET WAS WORTH SOURCE: IRESEARCH (NOV 2012) 141
  • 142. ON AN ANNUALISED BASIS, CHINA’S MOBILE INTERNET MARKET IS WORTH MORE 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
  • 143. 102% THE VALUE OF CHINA’S MOBILE INTERNET MARKET IS GROWING AT AN ANNUAL RATE OF 143SOURCE: IRESEARCH (NOV 2012)
  • 145. 217,000,000 USERS IN Q2 2012 CHINESE LOCATION-BASED SERVICES REACHED SOURCE: MNRC (OCT 2012) 145
  • 146. $589,000,000 VALUE OF CONSUMER LOCATION- BASED SERVICES IN CHINA IN 2012: SOURCE: MNRC (OCT 2012) 146
  • 147. TOP USES OF LOCATION- BASED SERVICES IN CHINA SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) 147 MAPS & LOCATION ACCESS LOCAL DEALS 33% 19% CONNECT WITH OTHER PEOPLE 29%
  • 148. WHERE CHINESE NETIZENS USE LOCATION-BASED SERVICES SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) 148 ON THE STREET AT HOME 30% 19% ON PUBLIC TRANSPORT 26%
  • 149. 15% OF CHINA’S LBS USERS ACCESS THESE SERVICES FOR E-COMMERCE PURPOSES SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) 149
  • 151. 242,000,000 NUMBER OF ONLINE SHOPPERS IN CHINA IN JUNE 2012: SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 151
  • 152. CHINA HAS THE LARGEST NUMBER OF ONLINE SHOPPERS IN THE WORLD SOURCE: BOSTON CONSULTING GROUP, AS CITED IN SCMP (APR 2012) 152
  • 153. 43% OF CHINA’S NETIZENS PARTICIPATE IN ONLINE SHOPPING SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 153
  • 154. 25% INCREASE IN THE NUMBER OF ONLINE SHOPPERS IN CHINA IN 2012: SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 154
  • 155. CHINA’S ONLINE SHOPPERS IN CONTEXT SOURCES: BOSTON CONSULTING GROUP; AND FORRESTER RESEARCH, AS CITED IN MASHABLE (APR 2012) 155 75 MILLION MORE ONLINE SHOPPERS THAN THE USA SIX TIMES THE NUMBER OF ONLINE SHOPPERS IN THE UK 75 M 6 X DOUBLE THE NUMBER OF ONLINE SHOPPERS IN JAPAN 2 X
  • 156. 90% OF CHINA’S NETIZENS EARN LESS THAN US$27 PER DAY AROUND SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 156
  • 157. 5,000,000 ONLINE SHOPPERS AGED OVER 50 IN CHINA, THERE ARE SOURCE: ALIBABA, AS CITED BY IFENG (DEC 2012) 157
  • 158. 83,270,000 IN 2012, THE NUMBER OF USERS OF GROUP BUYING IN CHINA REACHED SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 158
  • 159. THAT’S MORE THAN THE ENTIRE POPULATION OF GERMANY SOURCE: WIKIPEDIA (ACCESSED JAN 2013) 159 (! )!
  • 160. US$319,000,000,000 TOTAL TRANSACTION VALUE OF E-COMMERCE IN CHINA IN Q3 2012: SOURCE: IRESEARCH (NOV 2012) 160
  • 161. US$40,000 IN E-COMMERCE TRANSACTIONS IN CHINA EVERY SECOND THAT EQUATES TO MORE THAN SOURCE: BASED ON DATA FROM IRESEARCH (NOV 2012) 161
  • 162. 22% ANNUAL GROWTH OF E-COMMERCE IN CHINA: SOURCE: IRESEARCH (NOV 2012) 162
  • 163. 15% OF THE COUNTRY’S GDP THE VALUE OF E-COMMERCE IN CHINA EQUATES TO SOURCES: BASED ON DATA FROM IRESEARCH (NOV 2012), AND GDP DATA FROM THE UNITED NATIONS AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) 163
  • 164. ON AN ANNUALISED BASIS, E-COMMERCE TRANSACTIONS IN CHINA ARE WORTH MORE THAN 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
  • 165. 14% OF CHINA’S E-COMMERCE TRANSACTION VALUE ONLINE SHOPPING ACCOUNTS FOR SOURCE: IRESEARCH (NOV 2012) 165
  • 166. 50,000 SALES PER MINUTE TAOBAO, CHINA’S BIGGEST C2C SITE, GENERATES SOURCE: BOSTON CONSUTING GROUP (MAY 2012) 166
  • 167. ¥1,000,000,000,000 ( THAT’S ABOUT 160 BILLION US DOLLARS ) THE TOTAL VALUE OF TRANSACTIONS ON TABAO IN 2012 EXCEEDED SOURCE: ALIBABA GROUP, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 167
  • 168. 59% OF SHOPPERS ON TABAO ARE AGED BETWEEN 25 AND 35 SOURCE: ALIBABA GROUP, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 168
  • 169. $5,190,000,000 TOTAL VALUE OF TRANSACTIONS ON TAOBAO AND TMALL ON ‘BACHELOR’S DAY’ (NOVEMBER 11) 2012: SOURCE: PEOPLE’S DAILY (NOV 2012) 169
  • 170. US$60,000 EVERY SECOND THAT EQUATES TO SOURCE: BASED ON DATA FROM SINA FINANCE (NOV 2012) 170
  • 171. NUMBER OF UNIQUE VISITORS TO TMALL AND TAOBAO ON BACHELOR’S DAY 2012: 213,000,000 SOURCE: PEOPLE’S DAILY (NOV 2012) 171
  • 172. 1 IN 6 PEOPLE IN CHINA VISITED TMALL OR 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
  • 173. 10,000,000 UNIQUE VISITORS WENT TO TMALL IN THE FIRST SECOND OF ITS BACHELOR’S DAY SHOPPING FESTIVAL SOURCE: PEOPLE’S DAILY (NOV 2012) 173
  • 174. GROWTH IN 2012 BACHELOR’S DAY E-COMMERCE SALES COMPARED TO 2011 SOURCE: TECH SINA (NOV 2012) 174 TMALL TAOBAO +242% +204%
  • 175. 47% OF E-COMMERCE SALES IN CHINA 17% OF SHOPPERS ACCOUNT FOR SOURCE: NIELSEN (MAY 2012) 175
  • 176. 78% OF THESE “GOLDEN SHOPPERS” USE BOTH SOCIAL NETWORKS AND WEIBO SOURCE: NIELSEN (MAY 2012) 176
  • 178. 146,000,000 M-COMMERCE USERS IN CHINA AT END 2012: SOURCE: IIMEDIA RESEARCH (APR 2012) 178
  • 179. IN 2012 136% CHINA’S MOBILE SHOPPING COMMUNITY GREW BY SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 179
  • 180. 59% OF CHINA’S SMARTPHONE OWNERS HAVE USED THEIR DEVICES TO SHOP ONLINE SOURCE: OUR MOBILE PLANET (OCT 2012) 180
  • 181. 44% OF CHINA’S M-COMMERCE USERS ARE FEMALE SOURCE: IIMEDIA RESEARCH (APR 2012) 181
  • 182. 80% IN 2012, USERS OF MOBILE GROUP BUYING, MOBILE PAYMENT AND MOBILE BANKING INCREASED BY OVER SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 182
  • 183. 60,000,000 PEOPLE IN CHINA MAKE USE OF MOBILE TRANSACTIONS SOURCE: SINA NEWS (SEP 2012) 183
  • 184. US$13 AVERAGE VALUE OF MOBILE TRANSACTIONS IN CHINA PER USER, PER MONTH: SOURCE: BASED ON DATA FROM SINA NEWS (SEP 2012) 184
  • 185. US$800,000,000 THE AVERAGE TOTAL MONTHLY VALUE OF MOBILE TRANSACTIONS IN CHINA EXCEEDS SOURCE: SINA NEWS (SEP 2012) 185
  • 186. THAT’S MORE THAN US$300 WORTH OF MOBILE TRANSACTIONS EVERY SECOND SOURCE: BASED ON DATA FROM SINA NEWS (SEP 2012) 186
  • 188. UNIQUE VIEWERS OF ONLINE VIDEO IN CHINA: 350,000,000 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 188
  • 189. 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 (! )!
  • 190. 4,100,000,000 COLLECTIVE HOURS STREAMING WEB VIDEOS IN AUGUST 2012 ALONE CHINESE WEB USERS SPENT OVER SOURCE: COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) 190
  • 191. THAT EQUATES TO MORE THAN 5,600,000 YEARS 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
  • 192. 475,000,000 UNIQUE VISITORS EACH MONTH YOUKU AND TUDOU ATTRACT MORE THAN SOURCE: SITE-REPORTED DATA, AS CITED IN CHINASCOPE FINANCIAL (SEP 2012) 192
  • 193. UNIQUE VISITORS TO CHINA’S ONLINE VIDEO PLATFORMS SOURCE: SITE-REPORTED DATA, AS CITED IN CHINASCOPE FINANCIAL (SEP 2012) 193 YOUKU & TUDOU TENCENT VIDEO 475,000,000 275,500,000
  • 194. US$430,000,000 VALUE OF CHINA’S ONLINE VIDEO MARKET IN Q3 2012 SOURCE: IRESEARCH, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 194
  • 195. US$1,000,000,000 THIS SUGGESTS THAT CHINA’S ONLINE VIDEO MARKET IN 2013 WILL BE WORTH MORE THAN SOURCE: BASED ON DATA FROM IRESEARCH, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 195
  • 196. 70% ANNUAL GROWTH IN AVERAGE AD SPEND ON YOUKU IN Q3 2012: SOURCE: YOUKU Q3 FINANCIAL REPORT (NOV 2012) 196
  • 197. HOURS SPENT ON ONLINE VIDEO PLATFORMS IN CHINA SOURCE: COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) 197 V.QQ (TENCENT) TUDOU (YOUKU TUDOU) 474 M 291 M YOUKU (YOUKU TUDOU) 698 M TV.SOHU (SOHU) 406 M IQIYI (BAIDU) 569 M
  • 198. 130,000,000 PEOPLE IN CHINA WATCHED ONLINE VIDEOS ON THEIR MOBILE PHONES IN 2012, OVER SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 198
  • 199. OF CHINESE INTERNET USERS HAVE PLAYED ONLINE GAMES 60% SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 199
  • 200. 4,000,000 SMART TVS IN Q2 2012 CHINESE CONSUMERS BOUGHT SOURCE: NPD DISPLAY SEARCH (Q2 2012) 200
  • 201. 40% OF TELEVISIONS SOLD IN CHINA IN Q2 2012 WERE SMART TVS SOURCE: NPD DISPLAY SEARCH (Q2 2012) 201
  • 202. CHINESE CONSUMERS BUY THE MOST SMART TVS IN THE WORLD, BUYING 4 TIMES AS MANY AS JAPANESE CONSUMERS SOURCE: NPD DISPLAY SEARCH (Q2 2012) 202
  • 204. 221,480,000 USERS OF ONLINE BANKING IN CHINA: SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 204
  • 205. 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 (! )!
  • 206. 33% IN 2012, USERS OF ONLINE BANKING IN CHINA INCREASED BY SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 206
  • 207. 220,650,000 PEOPLE USING ONLINE PAYMENTS IN CHINA: SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 207
  • 208. 32% IN 2012 ONLINE PAYMENTS IN CHINA GREW BY SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 208
  • 209. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
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