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WeChat Life Report - China Channel

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For the First Time Ever WeChat Released a Whole Array of Previously Unknown Data Including Daily User Numbers!

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WeChat Life Report - China Channel

  1. 1. WeChat Life Report October 2015 Presentation & Translation by China Channel Data from Tencent
  2. 2. 570,000,000 September 2015 Average WeChat Daily Logged In Users Presentation & Translation by China Channel Data from Tencent chinachannel.co
  3. 3. WeChat Daily Active Users (DAU) Presentation & Translation by China Channel Data from Tencent 49% Last Year 64% This Year WeChat’s daily active users are growing even faster than it’s total user base. To put this simply, WeChat’s users are getting more and more engaged with WeChat. It’s extremely rare to have an app where the daily engagement is growing faster in the 5th year than in the 4th year. chinachannel.co
  4. 4. 1st Tier Cities 2nd Tier Cities 3rd Tier Cities 4th Tier Cities 5th Tier Cities 93% 69% 43% 27% 28% City Level Usage Rates Presentation & Translation by China Channel Data from Tencent In Chinese 1st Tier cities WeChat has pretty much hit complete saturation. In some cases users are using multiple accounts to get on to WeChat. chinachannel.co
  5. 5. Presentation & Translation by China Channel Data from Tencent Typical Daily Schedule For An Engaged WeChat User 07:00 08:30 10:00 12:45 18:00 22:30 07:45 09:00 12:00 17:00 20:00 Wake up: Check moments Leave Home On the road: Read 2 articles Play a game Arrive at Work: Use WeChat pay to buy breakfast Start Work Scroll through work related WeChat group messages Break time: Check moments Send couple of messages to friends Lunch time: Split the bill using WeChat go dutch feature Rest time: Shop online through WeChat JingDong Chat with friends Return Home: Order food out Get delivered to home thru WeChat Off Work: Check moments Get ready for bed Chat with friends Receive lucky money Watch TV while double screening: Moments, chat, games, read articles chinachannel.co
  6. 6. Peak Time of Engagment on WeChat Presentation & Translation by China Channel Data from Tencent 22:30 Last Year 22:00 This Year Very interesting change over the last year. Most likely reason is an increase in older users of WeChat. chinachannel.co
  7. 7. 280,000,000 minutes that’s 540 years! Presentation & Translation by China Channel Data from Tencent Daily Amount of WeChat Video and Voice Calls chinachannel.co
  8. 8. Presentation & Translation by China Channel Data from Tencent WeChat is able to use big data and text data mining in order to measure individual users sentiment across 1 years worth of experiences. A higher bar indicates more positive sentiment. There is a high correlation between Chinese public holidays and positive sentiment. People are happier at weekends. Monday are the lowest point of their sentiment and the happiest parts of the year are Spring Festival and Mid Autumn Festival in September. Spring Festival May Day Mother’s Day Children’s Day Dragon Boat Festival Chinese Valentine’s Day Miltary Parade Day Mid Autumn Festival National Day User Sentiment chinachannel.co
  9. 9. Older Chinese People Are Happier 30-60 Years Olds 10-30 Years Olds Presentation & Translation by China Channel Data from Tencent Using the same techniques to analyze sentiment by age. WeChat was able to deduct that older Chinese people are on average happier than their younger counterparts. chinachannel.co
  10. 10. Presentation & Translation by China Channel Data from Tencent Number of Group Chats Jan Feb Mar Apr May Jun Jul Aug Sep Oct chinachannel.co Group chat usage has exploded since Spring Festival this year
  11. 11. Presentation & Translation by China Channel Data from Tencent Moments Jan Feb Mar Apr May Jun Jul Aug Sep Oct There is a very strong seasonal correlation for usage of Moments on WeChat. People love going out and taking pictures in the Summer, usage clearly goes up. chinachannel.co
  12. 12. Voice & Video Calls Presentation & Translation by China Channel Data from Tencent chinachannel.co Voice & video traffic on WeChat within China
  13. 13. Voice & Video Calls (International) The most popular countries that Chinese WeChat users like to call Presentation & Translation by China Channel Data from Tencent chinachannel.co 1. America 2. Japan 3. Hong Kong 4. Korea 5. Taiwan
  14. 14. The most popular stickers used in each county. WeChat issues country specific stickers. Stickers America UK Mainland China Taiwan Malaysia Australia India Presentation & Translation by China Channel Data from Tencent chinachannel.co Hong Kong
  15. 15. 2015 Spring Festival Eve 520 Internet Lover’s Day Children’s Day Chinese Valentine’s Day Mid Autumn Festival 0 25 50 75 100 millions of people Presentation & Translation by China Channel Data from Tencent chinachannel.co Lucky Money Sending Lucky money is no longer limited to it’s original function. It has become a new way of communication.
  16. 16. For each user per day who sends lucky money, on average they will send 4 lucky money envelopes to friends. For every person who sends a sticker per day, on average they will send 6 or more stickers. Presentation & Translation by China Channel Data from Tencent chinachannel.co 4Lucky Money Envelopes 6Stickers New Ways of Expression
  17. 17. Presentation & Translation by China Channel Data from Tencent chinachannel.co Each generation has distinct preferences in the type of content they prefer to read on WeChat. Reading habits Entertainment Gossip Born in the 90’s National News Born in the 80’s Health & Wellness Born in the 60’s
  18. 18. the average WeChat user reads 7 articles per day Presentation & Translation by China Channel Data from Tencent chinachannel.co the average article is around 1,000 characters
  19. 19. Presentation & Translation by China Channel Data from Tencent chinachannel.co The average WeChat user reads the equivalent of 1 full novel per month on WeChat!
  20. 20. Peak time for reading: 8 o’clock to 10 o’clock at night Presentation & Translation by China Channel Data from Tencent chinachannel.co
  21. 21. Presentation & Translation by China Channel Data from Tencent chinachannel.co through location data WeChat can gain an accurate picture of the nation’s movement as they migrate back to their hometowns to celebrate Chinese New Year Returning Home at Chinese New Year
  22. 22. Presentation & Translation by China Channel Data from Tencent chinachannel.co similarly they can track the migration back to work after the celebrations are over Back to work after New Year
  23. 23. Most popular domestic tourist destinations for Chinese during the recent National day break Presentation & Translation by China Channel Data from Tencent chinachannel.co based on location tagging in WeChat moment’s posts
  24. 24. Presentation & Translation by China Channel Data from Tencent chinachannel.co Most popular international tourist destinations for Chinese during the recent National day break again, based on location tagging in WeChat moment’s posts Hong Kong Japan Taiwan Korea Thailand USA
  25. 25. Presentation & Translation by China Channel Data from Tencent chinachannel.co based on the WeRun fitness tracking feature step count data Most popular time for taking a walk 8 to 9 pm after dinner
  26. 26. Presentation & Translation by China Channel Data from Tencent chinachannel.co weekends are rest time weekdays are more active based on the WeRun fitness tracking feature step count data
  27. 27. since WeRun opened, it’s users have taken enough steps go to the moon & back 260 times Presentation & Translation by China Channel Data from Tencent chinachannel.co
  28. 28. or go on a one way trip to Mars Presentation & Translation by China Channel Data from Tencent chinachannel.co
  29. 29. Presentation & Translation by China Channel Data from Tencent chinachannel.co based on data from WeChat JD male shoppers spend 1.3x more on a monthly basis than female users
  30. 30. Presentation & Translation by China Channel Data from Tencent chinachannel.co 15% +of WeChat users are daily active WeChat game players
  31. 31. Presentation & Translation by China Channel Data from Tencent chinachannel.co 75% +of WeChat game players play for longer than 10 minutes every day
  32. 32. Presentation & Translation by China Channel Data from Tencent chinachannel.co 60%of WeChat users are young users aged between 15 and 29
  33. 33. Presentation & Translation by China Channel Data from Tencent chinachannel.co WeChat young users on average have 128friends on WeChat
  34. 34. Presentation & Translation by China Channel Data from Tencent chinachannel.co WeChat users graduating from university will on average add 20%more friends as they enter the work force
  35. 35. Presentation & Translation by China Channel Data from Tencent chinachannel.co 58%of voice & video calls comprise of young users
  36. 36. Presentation & Translation by China Channel Data from Tencent chinachannel.co 10:00 Peak times to shop online on WeChat 22:00
  37. 37. September top sellers for young people on WeChat phone battery packs selfie sticks Autumn clothes Presentation & Translation by China Channel Data from Tencent chinachannel.co
  38. 38. Presentation & Translation by China Channel Data from Tencent chinachannel.co Those born after 1980 comprised 42% of the senders of lucky money during the most recent Chinese New Year period
  39. 39. Presentation & Translation by China Channel Data from Tencent chinachannel.co of those lucky money users who sent 5,000 RMB or more during Chinese New Year more than half are born in the 80’s
  40. 40. Presentation & Translation by China Channel Data from Tencent chinachannel.co based on aggregated data from WeChat users moments posts Most popular music recently in China
  41. 41. Presentation & Translation by China Channel Data from Tencent chinachannel.co based on aggregated data from WeChat users moments posts Most popular films recently in China
  42. 42. Presentation & Translation by China Channel Data from Tencent chinachannel.co based on aggregated data from WeChat users moments posts Most popular dramas recently in China
  43. 43. Presentation & Translation by China Channel Data from Tencent chinachannel.co based on aggregated data from WeChat users moments posts Most popular variety shows recently in China
  44. 44. WeChat Life Report October 2015 Presentation & Translation by China Channel Data from Tencent
  45. 45. Highest 1.Hong Kong 2. Taiwan 3. Beijing Lowest 1. Guizhou 2. Guangxi 3. Yunnan

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