Digital 2013 China (January 2013)

we are social
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%

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

CHINA’S POPULATION IS
GROWING BY 1 PERSON
EVERY 5 SECONDS
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:

43
MAKE UP THE LARGEST
SINGLE AGE GROUP IN CHINA
PEOPLE AGED

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

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:

50,900,000
NEW INTERNET USERS
IN 2012, CHINA ADDED

THAT’S LIKE ADDING TWICE THE
POPULATION OF AUSTRALIA
(! )!

…AND IS EQUAL TO ADDING 1.6
NEW INTERNET USERS EVERY SECOND

21 HOURS
AVERAGE TIME CHINESE NETIZENS
SPEND ONLINE EACH WEEK:

56%
OF CHINESE INTERNET
USERS ARE MALE

28%
OF CHINESE INTERNET USERS
ARE FROM RURAL AREAS

52%
OF THE GROWTH IN INTERNET USERS
IN CHINA IN THE FIRST HALF OF 2012
HOWEVER, PEOPLE FROM
RURAL AREAS ACCOUNTED FOR

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

MOBILE INTERNET USERS OUTNUMBER
PC-BASED INTERNET USERS IN CHINA
420,000,000
MOBILE INTERNET USERS!
398,000,000
PC-BASED INTERNET USERS!
VS

DEVICES THAT CHINESE
NETIZENS USE TO GO ONLINE
MOBILES LAPTOPS
75% 46%
DESKTOPS
71%

WHERE DO CHINA’S NETIZENS
ACCESS THE INTERNET FROM?
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
SHENZHEN SHANGHAI
77% 66%
GUANGZHOU
73%
BEIJING
70%

72%
OF CHINESE NETIZENS HAVE
BROADBAND INTERNET ACCESS

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

TOP ONLINE ACTIVITIES IN CHINA
ONLINE
MUSIC
ONLINE
VIDEOS
77% 66%
INSTANT
MESSAGING
83%
BLOGS AND
SOCIAL MEDIA
66%
SEARCH
ENGINE
80%

FASTEST GROWING ONLINE ACTIVITIES IN CHINA
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

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

88%
OF CHINESE SOCIAL
MEDIA USERS ARE ACTIVE

46 MINUTES
EACH DAY VISITING
SOCIAL MEDIA SITES
NETIZENS IN CHINA
SPEND AN AVERAGE OF

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

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

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

38%
OF CHINA’S NETIZENS REFER TO FRIENDS’ SNS
COMMENTS WHEN MAKING SHOPPING DECISIONS

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
STUDENTS TEND TO USE
SOCIAL NETWORK SITES
GRADUATES TEND TO
PREFER MICROBLOGS
VS

USES OF DIFFERENT SOCIAL
MEDIA BY CHINA’S NETIZENS
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

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

30%
OF CHINA’S WEIBO USERS HAVE
MORE THAN ONE WEIBO ACCOUNT

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

5%
OF CHINA’S WEIBO USERS
ARE FROM RURAL REGIONS
ONLY

50%
OF WEIBO USERS ACCESS E-COMMERCE SITES AFTER
NOTICING RELEVANT INFORMATION ON WEIBO
MORE THAN

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

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

54%
OF THE TOTAL GOODS
AND SERVICES IN CHINA
ALTHOUGH THEY ACCOUNT FOR JUST 30% OF THE
POPULATION, SINA WEIBO USERS CONSUME

55%
OF CHINA’S SINA
WEIBO USERS ARE SINGLE

20%
MORE TIME ON THE INTERNET COMPARED
TO TWITTER USERS IN THE USA
PEOPLE ACCESSING SINA WEIBO
FROM COMPUTERS IN CHINA SPEND

35%
MORE TIME ON THE INTERNET COMPARED
TO TWITTER USERS IN THE USA
PEOPLE ACCESSING SINA WEIBO
FROM MOBILE DEVICES IN CHINA SPEND

76%
OF SINA WEIBO USERS ARE OPEN
TO ADVERTISING ON MICROBLOGS

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:
CHINA UNITED STATES
58% 43%
VS

47%
IN 2012, MOBILE WEIBO USERS
IN CHINA INCREASED BY

89%
OF ALL CHINESE
MICROBLOG USERS
MOBILE WEIBO USERS
ACCOUNT FOR

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: 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

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

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:

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

420,000,000
NUMBER OF MOBILE
INTERNET USERS IN CHINA:

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:

MOBILE PHONES ARE THE TOP
INTERNET ACCESS DEVICE IN CHINA

75%
OF CHINESE NETIZENS GO
ONLINE FROM THEIR MOBILE

PERCENTAGE OF NEW NETIZENS USING
MOBILE DEVICES TO ACCESS THE INTERNET
URBAN NETIZENS RURAL NETIZENS
47% 60%
VS

18%
IN 2012, THE NUMBER OF MOBILE
INTERNET USERS IN CHINA INCREASED BY

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%

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

27%
OF CHINA’S MOBILE INTERNET
USERS LIVE IN RURAL AREAS

62%
OF CHINESE MOBILE INTERNET
USERS ARE YOUNGER THAN 30

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)

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
ON THE
STREET
AT
HOME
30% 19%
ON PUBLIC
TRANSPORT
26%

15%
OF CHINA’S LBS USERS ACCESS THESE
SERVICES FOR E-COMMERCE PURPOSES

242,000,000
NUMBER OF ONLINE SHOPPERS
IN CHINA IN JUNE 2012:

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

25%
INCREASE IN THE NUMBER OF
ONLINE SHOPPERS IN CHINA IN 2012:

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

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

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:

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:

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

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

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

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

78%
OF THESE “GOLDEN SHOPPERS” USE
BOTH SOCIAL NETWORKS AND WEIBO

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

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

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

UNIQUE VIEWERS OF
ONLINE VIDEO IN CHINA:
350,000,000

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

OF CHINESE INTERNET USERS
HAVE PLAYED ONLINE GAMES
60%

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

CHINESE CONSUMERS BUY THE MOST
SMART TVS IN THE WORLD, BUYING 4
TIMES AS MANY AS JAPANESE CONSUMERS

221,480,000
USERS OF ONLINE BANKING IN CHINA:

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

220,650,000
PEOPLE USING ONLINE
PAYMENTS IN CHINA:

32%
IN 2012
ONLINE PAYMENTS
IN CHINA GREW BY

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AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
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EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.

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Digital 2013 China (January 2013)

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