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2017 WeChat User Behavior Report

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2017 WeChat Data & Statistics Direct From Tencent Research Division Penguin intelligence & CTI.

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2017 WeChat User Behavior Report

  1. 1. 2017 WECHAT USER BEHAVIOR REPORT TENCENT PENGUIN INTELLIGENCE CONSUMER SURVEY PLATFORM TRANSLATION: CHINA TECH INSIGHTS TEAM
  2. 2. KEY STATISTICS FOR WECHAT 898 MILLION USERS MONTH ACTIVE USERS Q4 2016 10 MILLION OFFICIAL ACCOUNTS* *LAST OFFICIAL NUMBER (REAL NUMBER ALMOST CERTAINLY MUCH MORE) 200,000 WECHAT DEVELOPERS CHINACHANNEL.CO DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  3. 3. Data Source: Tencent CHINACHANNEL.CO 194 236 272 355 396 438 468 500 549 600 650 697 762 806 846 889 825 819 816 808 848 829 820 815 832 843 860 853 877 899 877 868 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 WECHAT VS. QQ MONTHLY ACTIVE USERS WECHAT SURPASSED QQ USERS FOR 1ST TIME EVER IN Q4 OF 2016!
  4. 4. WECHAT USER HABITS MORE CONTACTS / MORE WORK CHINACHANNEL.CO
  5. 5. WECHAT USER AGE DISTRIBUTION DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY (CAICT) STUDY 2016CHINACHANNEL.CO 2016 2015 2014 18-25 26-35 36-50 51-60 ABOVE 60BELOW 18 60% 40% 20% 0% WECHAT USAGE TAKES OFF ONCE USERS ENTER THE WORKFORCE. IT'S NOT AN APP THAT'S HEAVILY USED BY TEENS. THIS TREND IS INCREASING. TEENS PREFER TO USE QQ, MOMO OR THE MYRIAD OF LIVE- STREAM AND SHORT VIDEO APPS AVAILABLE IN THE CHINESE MARKET. WECHAT IS CONTINUING TO MAKE GAINS INTO THE MIDDLE AGE AND SENIOR AGE GROUPS. GROUPS IN GENERAL THAT WE CAN EXPECT TO HAVE HIGHER AVERAGE DISPOSABLE INCOME AND ARE MORE DIFFICULT TO REACH ONLINE.
  6. 6. AVERAGE NUMBER OF WECHAT CONTACTS PER USER DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY (CAICT) STUDY 2016 CHINACHANNEL.CO 2016 2015 2014 194 128 82 150 IS THE DUNBAR NUMBER. THE MAXIMUM NUMBER OF INDIVIDUALS WITH WHOM HUMANS CAN MAINTAIN STABLE RELATIONSHIPS.
  7. 7. NUMBER OF WECHAT CONTACTS DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGYCHINACHANNEL.CO 2014 37.30% 22.50% 37.00% 12.20% 21.3% 23.6% 27.1% 27.7% 9.4% 17.5% 28.0% 44.4% 1~50 51~100 101~200 200+ 2015 2016 CLEAR FALLING TREND CLEAR RISING TREND
  8. 8. NUMBER OF NEW CONTACTS ADDED EVERY MONTH DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGYCHINACHANNEL.CO TOTAL 46 + YEARS OLD 4.9% 3.5% 13.8% 46.5% 31.4% 3.8% 1.2% 8.0% 43.8% 43.2% ABOVE 20 11~20 5~10 BELOW 5 NONE OVER 3 QUARTERS OF WECHAT USERS ADD 5 OR LESS CONTACTS PER MONTH
  9. 9. NEW WECHAT CONTACTS DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGYCHINACHANNEL.CO 3.75% 6.04% 7.38% 20.97% 57.22% OTHERS SERVICE PROVIDERS (E.G. REALTORS) STRANGERS (E.G. ONLINE GAMING PALS) FRIENDS & FAMILY WORK-RELATED BY FAR THE MOST NEW CONTACTS ARE NOW WORK RELATED
  10. 10. TIME SPENT IN WECHAT 2015 VS. 2016 2016 AVERAGE 66 MINS PER DAY DATA: QUEST MOBILE (DEC 2016)CHINACHANNEL.CO 6.5% 13.9% 22.4% 20.9% 14.4% 16.3% 3.4% 7.5% 14.2% 21.0% 18.1% 33.9% < 10 MIN 10~30 MIN 30 MIN~1 HOUR 1-2 HOURS 2-4 HOURS 4 HOURS+ 2015 2016 4HRS+ MORE THAN DOUBLED USERS ARE SPENDING MORE & MORE TIME IN WECHAT
  11. 11. MOMENTS PREFERENCES DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORMCHINACHANNEL.CO WHAT CONTENT DO SHARE ON MOMENTS? WHAT CONTENT DO YOU PREFER TO SEE ON MOMENTS? 62.7% 33.8% 33.0% 32.8% 16.6% 16.2% 66.8% 39.0% 23.6% 41.6% 24.5% 14.7% PERSONAL LIFE RECORDS CONTENT SHARINGS OF INTEREST WORK-RELATED CONTENT EXPRESSION OF PERSONAL OPINIONS TRENDING NEWS PRODUCTS OR BRANDS DISPLAY USERS PREFER TO SEE AND SHARE THEIR LIVES USERS DON’T LIKE ADS
  12. 12. WORK RELATED ACTIONS COMPLETED THROUGH WECHAT CHINACHANNEL.CO 51.8% DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM 17.6% 4.7% 10.9% 13.7% 33.1% 38.5% 49.5% I DON'T WORK ON WECHAT GO THROUGH APPROVAL PROCESS DO MARKETING & USER MANAGEMENT HAVE MEETINGS & CON-CALLS TRANSFER FILES MAKE TRANSACTIONS MAKE NOTIFICATIONS COORDINATE & ARRANGE TASKS 83% USE WECHAT FOR WORK!
  13. 13. INDIVIDUAL PROPRIETORS USING WECHAT CHINACHANNEL.CO 70.8% 10.2% 2.5% 10.9% 14.8% 32.4% 37.7% I DON'T WORK ON WECHAT APPROVAL PROCESSES MARKETING MEETINGS & CON-CALLS TRANSFER FILES MAKE NOTIFICATIONS ARRANGE TASKS MAKE TRANSACTIONS DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM WECHAT PAY VERY POPULAR WITH SMALL BUSINESSES 45.7%
  14. 14. COMMUNICATION TOOLS USED FOR DAILY WORK WECHAT IS NUMBER 1 CHINACHANNEL.CO DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM 87.7% 59.5% 39.5% 22.6% 9.7% WECHAT PHONES, TEXT MESSAGES & FAX QQ E-MAIL OTHER INTERNAL IM FOR COMPANY BIG DIFFERENCE IN EMAIL USE BETWEEN TIER 1 & TIER 3 CITIES TOTAL 1ST TIER CITIES 3RD TIER CITIES AND BELOW WECHAT POPULAR FROM TIER 1 DOWN TO LOWER TIERS
  15. 15. 37.3% 9.2% 17.7% 32.4% 34.2% 42.6% PASSIVELY INVITED TO GROUPS ENTERTAINMENT-ORIENTED (E.G. FAN GROUPS) INFO SHARING (E.G. ONLINE COURSES) LEISURE AND LIFE (E.G. SCHOOL COLLEAGUES) PROFESSIONAL NETWORKING CORPORATE INTERNAL COMMUNICATIONS REASONS TO JOIN A GROUP CHAT OF 100+ PEOPLE TOP 2 REASONS ARE WORK RELATED CHINACHANNEL.CO DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  16. 16. HOW IS WECHAT HELPFUL FOR WORK? CHINACHANNEL.CO DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM 20.8% 33.1% 34.5% 39.7% 80.9% MAKES IT EASIER TO GET HIGH QUALITY INFORMATION MAKES IT EASIER TO MANAGE PERSONAL NETWORKS PROVIDES A CONVENIENT MOBILE OFFICE TOOL MAKES SOCIAL PROMOTION EASIER OFFERS A USEFUL COMMUNICATION TOOL
  17. 17. WECHAT PAY: THE TRANSITION TO A CASHLESS SOCIETY CHINACHANNEL.CO
  18. 18. PRIMARY PAYMENT METHODS FOR OFFLINE PURCHASES CHINACHANNEL.CO 94.1% 38.6% 29.0% 13.0% 93.6% 41.3% 30.9% 11.4% 89.4% 49.5% 33.0% 9.6% 87.6% 51.3% 35.7% 9.8% MOBILE PAYMENT APPS (E.G. WECHAT PAY) CASH DEBIT & CREDIT CARDS SMARTPHONE BUILT-IN PAYMENT TOOL (E.G. APPLE PAY) DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM 1ST TIER CITIES (BEIJING, SHANGHAI) 2ND TIER CITIES 3RD TIER CITIES 4TH TIER CITIES & BELOW APPLE PAY CLEARLY STRUGGLING 93% ADOPTION RATE ACROSS TIER 1&2!
  19. 19. 30.8% 19.5% 13.6% 13.1% 8.0% 7.3% 6.3% 4.4% 16.9% 24.6% 18.9% 15.9% 6.1% 10.5% 50 RMB OR LESS 50~200 RMB 200~500 RMB 500~1K RMB 1K~3K RMB 3K~5K RMB ABOVE RMB 5K AMOUNTS SPENT MONTHLY THROUGH WECHAT PAY CHINACHANNEL.CO 2015 2016 HUGE DROP IN LIGHT USE DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY SOLID GAINS IN MID RANGE AMOUNTS 0 10 20 30 40 50 60 70 BELOW 500 500 - 1000 1000 - 5000 ABOVE 5000 Chart Title
  20. 20. BELOW 500 500 - 1000 1000 - 5000 ABOVE 5000 Chart TitleAMOUNTS SPENT MONTHLY THROUGH WECHAT PAY CHINACHANNEL.CO 2015 2016 BIG DROP IN LIGHT USE DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY SOLID GAINS IN MID & HIGH USAGE
  21. 21. REASONS FOR USING MOBILE PAYMENTS FOR OFFLINE TRANSACTIONS CHINACHANNEL.CO 58.4% 2.9% 5.3% 15.8% 17.3% 23.4% 44.5% OTHER I CAN ACCUMULATE LOYALTY POINTS DEPENDS ON THE TRANSACTION SIZE I CAN ENJOY DISCOUNTS THERE'S NO EXTRA FEES I DON'T BRING CASH WITH ME IT'S EASY IT'S FAST DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM NEARLY HALF OF USERS CLAIMED THEY DO NOT CARRY CASH WITH THEM! 55.2%
  22. 22. SITUATIONS FOR WECHAT PAY USE DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGYCHINACHANNEL.CO 2.8% 4.2% 4.3% 8.0% 13.2% 14.2% 20.0% 21.6% 26.0% 28.9% HOSPITALS BEAUTY & FITNESS SALONS PUBLIC DEPARTMENTS ENTERTAINMENT & LEISURE TRANSPORTATION & TRAVEL UTILITIES FEES MALLS RESTAURANTS & FOOD ONLINE SHOPPING SUPERMARKETS & CONVENIENCE STORES
  23. 23. MINI PROGRAMS A NEW ERA FOR WECHAT CHINACHANNEL.CO NB: WECHAT TEAM HAVE MADE VERY SIGNIFICANT CHANGES TO MINI PROGRAMS SINCE THIS DATA WAS COLLECTED. THESE STATISTICS MAY BE UNREFLECTIVE OF THE CURRENT SITUATION.
  24. 24. MINI PROGRAM USE CHINACHANNEL.CO 46.70% 20.4% 32.8% I'VE HEARD OF THEM BUT NEVER USED ONE I'VE USED MINI PROGRAMS I'VE NEVER HEARD OF MINI PROGRAMS DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  25. 25. REASONS TO USE MINI PROGRAMS CHINACHANNEL.CO 12.15% 12.96% 21.81% 31.72% 51.86% USE IT OUT OF HABIT (E.G. CALENDARS, BOOKKEEPING) RECOMMENDED BY OFFLINE MERCHANTS OR STORES USE MINI PROGRAMS TO REPLACE APPS FOR LACK OF STORAGE USE IT OUT OF CURIOSITY WHEN OTHERS ARE USING IT SEARCH UNDER MINI PROGRAMS IN WECHAT FOR CERTAIN FUNCTIONS DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  26. 26. REASONS FOR NOT USING MINI PROGRAMS CHINACHANNEL.CO 9.87% 10.60% 18.40% 24.27% 24.51% 57.73% WORRIED ABOUT TOO MUCH DATA CONSUMPTION ON SMARTPHONES BAD USER EXPERIENCE THEY DON'T HAVE FUNCTIONS I NEED MORE USED TO USING A TRADITIONAL APP HARD TO GET ACCESS TO IT NOT CLEAR ABOUT WHAT MINI PROGRAMS CAN DO DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM FAMILIARITY WITH THE NEW FEATURE NEEDS TO BE BUILT OVER TIME
  27. 27. OCCASIONS FOR USE OF WECHAT CARD & OFFERS CHINACHANNEL.CO 18.1% 20.6% 23.8% 41.3% 42.5% TO USE E-CARD TO REPLACE PHYSICAL CARDS I'M NOT SURE HOW IT WORKED WHEN I USED IT TO GET A DIGITAL COUPON FROM FRIENDS TO CLAIM A DIGITAL MEMBER CARD OR COUPON TO GET AN E-MEMBERSHIP CARD WHEN SHOPPING OFFLINE DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM WECHAT MCDONALDS COUPON OFFER
  28. 28. PAYING FOR CONTENT CHINA’S NEW TREND CHINACHANNEL.CO NB: THIS SECTION MAKES REFERENCE TO THE WECHAT TIPPING FEATURE WHICH WAS BLOCKED BY APPLE ON IOS DEVICES JUST A FEW DAYS PREVIOUSLY
  29. 29. 43.1% 20.0% 15.8% 9.1% 4.8% 3.0% 4.1% WILLINGNESS TO PAY FOR CONTENT AND INFORMATION ON WECHAT (MONTHLY) CHINACHANNEL.CO 51-100 RMB NOT WILLING TO PAY DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM 10-50 RMB 101-200 RMB 200 – 500 RMB 500+ RMB LESS THAN 10 RMB 57% OF USERS WILLING TO PAY FOR CONTENT & INFORMATION!
  30. 30. PREFERED METHOD OF PAYING FOR CONTENT ON WECHAT CHINACHANNEL.CO HOUSEHOLD INCOME LESS THAN 10K RMB OVERALL HOUSEHOLD INCOME MORE THAN 20K RMB 32.8% 28.3% 21.5% 11.4% 35.1% 28.6% 22.0% 12.0% 40.9% 26.6% 24.7% 11.8% REWARD POST AFTER READING TIME BASED SUBSCRIPTION CUSTOMIZED PAID CONTENT (E.G. PAID Q&A) CHARGE BY PIECE DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  31. 31. WECHAT TIP JAR FEATURE DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY (CAICT) STUDY 2016CHINACHANNEL.CO 37% 34% 12% 6% 4% 8% ONLY TIPPED ONCE OR TWICE 1-10 RMB 10-50 RMB 50-100 RMB 100 RMB+ OTHERS 10.7% USERS WHO HAVE TIPPED AVERAGE MONTHLY TIPPING AMOUNT TIPPING WAS RECENTLY BANNED BY APPLE ON IOS, STILL AVAILABLE ON ANDROID DEVICES
  32. 32. CONTENT THAT USERS HAVE VOLUNTARILY TIPPED CROSS PLATFORM (NOT JUST WECHAT) CHINACHANNEL.CO 18% 14% 17.30% 20.50% 21.20% 27.30% 28.40% 58.60% OTHERS KUAIBAO/TOUTIAO WECHAT FREE STICKERS VIDEOS SONGS ARTICLES ON WEIBO ARTICLES ON ZHIHU COLUMNS ARTICLES ON WECHAT OA DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  33. 33. ISSUES THAT CONTENT PROVIDERS FACE INCREASED COMPETITION NO.1 PROBLERM CHINACHANNEL.CO 4.2% 26.3% 38.3% 47.6% 47.8% 75.5% I HAVEN'T MET ANY OF THESE DIFFICULTIES PV GROWTH IS LOWER THAN FOLLOWER GROWTH STAGNANT FOLLWER GROWTH CONTENT IS ALL SIMILAR FOLLOWER ENGAGEMENT IS LOW IT'S HARDER TO ACQUIRE TRAFFIC AND PV GROWTH DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  34. 34. WECHAT OFFICIAL ACCOUNTS CHINACHANNEL.CO
  35. 35. 59.6% 29.4% 9.9% 1.1% 16.7% 5.5% 1.8% LESS THAN 10K 10K~100K 100K~1M OVER 1M NUMBER OF FOLLOWERS ON WECHAT OFFICIAL ACCOUNTS CHINACHANNEL.CO 2015 2016 THOSE WITH LOW NUMBER OF FOLLOWERS SHOOTS UP REFLECTING LARGE NUMBER OF NEW OFFICIAL ACCOUNTS DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY 76.1%
  36. 36. TYPES OF OFFICIAL ACCOUNTS THAT USERS FOLLOW DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY (CAICT) STUDY 2016CHINACHANNEL.CO 36.1% 17.7% 14.0% 17.3% 41.1% 20.3% 9.9% NEWS AND INFORMATION (NEWS, BLOGGERS) BUSINESS (F&B, BRANDS, LEISURE) PERSONAL SERVICE (BANKING, DELIVERY) PUBLIC SERVICES (PUBLIC UTILITIES, TRANSPORT) INTERESTS & HOBBIES (SPORT, BEAUTY) OCCUPATIONAL RELATED (SUPPLIERS, EMPLOYERS) OTHERS
  37. 37. REVENUE COMING FROM WECHAT OFFICIAL ACCOUNTS CHINACHANNEL.CO DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY I DON'T SELL PRODUCTS THROUGH WECHAT OA LESS THAN 10% 10%~30% 30%~50% MORE THAN 50% OTHER 19.7% 6.2% 1.8% 2.5% 30.1% 69.9% NEARLY 1/3 OF WECHAT OFFICIAL ACCOUNTS ARE DOING SOME FORM OF ECOMMERCE!
  38. 38. MATTHEW BRENNAN CO-FOUNDER OF CHINA CHANNEL MATTHEW IS A KEYNOTE SPEAKER AND TRAINING HOST ON THE TOPIC OF WECHAT. REGULARLY QUOTED IN INTERNATIONAL MEDIA (FORBES, BLOOMBERG, THE FINANCIAL TIMES, BBC), HIS COMPANY ORGANIZES CHINA’S LARGEST WECHAT MARKETING CONFERENCE SERIES FOR INTERNATIONAL COMPANIES. MATTHEW WORKS PRIMARILY WITH INTERNATIONAL BUSINESSES TO HELP FORM AND IMPLEMENT THEIR WECHAT PLATFORM STRATEGY. HE HOLDS 12+ YEARS ON THE GROUND ENTREPRENEURIAL EXPERIENCE IN MAINLAND CHINA. HIS BOOK ‘BUILDING YOUR BUSINESS THROUGH WECHAT’ IS DUE FOR RELEASE LATER THIS YEAR. EMAIL: MATTBRENNAN@CHINACHANNEL.CO LINKEDIN: HTTPS://CN.LINKEDIN.COM/IN/MATTHEW-BRENNAN THIS VERSION OF THE REPORT WAS PREPARED BY:
  39. 39. 2017 WECHAT USER BEHAVIOR REPORT TENCENT PENGUIN INTELLIGENCE CONSUMER SURVEY PLATFORM TRANSLATION: CHINA TECH INSIGHTS TEAM

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