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QQ Report – How brands can engage with China’s young people

QQ is WeChat’s youth-focused sister social media network. Attracting more than 868 million monthly active users, with more than 652 million accessing the platform via mobile, QQ is an immensely attractive platform for brands and marketers.

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QQ Report – How brands can engage with China’s young people

  1. 1. QQ The Youthful Social Media 2017
  2. 2. QQ is a sister product to WeChat and is one of the earliest pioneers of instant messaging and social networking in China. Despite it’s age - it was launched in 1999 - QQ continues to be the most popular social media platform for young people, generation after generation. QQ’s focus on entertainment features are a key tool for engaging young people with the platform. QQ attracts 868 million monthly active users, and 652 million active mobile users. The majority (59.6%) of its users are aged between 10 to 29, and come from Tier-2 and Tier-3 cities.
  3. 3. QQ DATA PART 1
  4. 4. QQ Data High Stickiness High Activity • The total daily average messages: 13.6 billion • The average sent messages of DAU: 48 • Time spent online by the post-90s generation*: 3.84 hour/day *post-90s generation refers to the generation born between 1990 and 1999 868,000,000 Monthly Active Users 652,000,000 Monthly Active Users on Mobile Device 244,000,000 Peak Concurrent Users Data Source: Tencent Annual Report, 2016 Data Source: Internal Statistics of Tencent, 2016
  5. 5. Gender 54.77% 45.23% VS Data Source: iResearch, July 2016 – June 2017 Gathered by 7th August, 2017 Age 2.40% 3.80% 11.60% 22.50% 33.30% 26.30% 0.20% ≧60 50~59 40~49 30~39 20~29 10~19 ≦ 10 Age Data Source: Internal Statistics of Tencent, 2016
  6. 6. Data Source: iResearch, July 2016 – June 2017 Gathered by 7th August, 2017 Location Demographic 3.56% 3.58% 4.11% 4.94% 5.35% 5.56% 5.81% 6.58% 7.47% 11.40% Liaoning Province Hubei Province Hunan Province Zhejiang Province Sichuan Province Hebei Province Henan Province Jiangsu Porvince Shandong Province Guangdong Province 14.0% 46.0% 39.9% Tier-1 Cities Tier-2 & 3 Cities Tier-4 & Lower-tier Cities City Province Data Source: Internal Statistics of Tencent, 2016
  7. 7. QQ Users’ Online Behaviours  80% of Chinese people aged between 17 to 26 years (known as the post-90s generation) access the internet regularly. This equates to 280 million of a total 350 million people;  Most of the post-90s are in favor of the online consumption;  Their willingness and consuming ability online are both higher than the entire population. Data Source: AdMaster & Tencent Social Index dsWillingness of Online Consumption Online Consuming Ability High Medium Low >RMB1,000 RMB200 - 1,000 <RMB200 Younger Users Post-90s The Entire Younger Users Post-90s The Entire
  8. 8. Consumption Habits of the Post-90s  High Value on Products and Experience: The post-90s place more value on products and experiences.  Highly Influenced by Web Celebrities and Their Friends: 56% of young users follow their favorite web celebrities and make purchases via e-commerce apps.  Only 23.8% of young users are influenced by traditional marketing methods. Data Source: EnfoDesk & Tencent QQ, 2014 Influencing Factors on the Consumption Behaviours of the Post-90s 6.1% 5.5% 9.4% 19.0% 21.7% 25.5% 30.5% 31.9% 40.5% 77.3% Others Shopping Advice Advertising Promotion Brands The Trendiest Parents' Recommendation Quality & Reputation Friends' Recommendation Price Personal Preference
  9. 9.  41% of the post-90s are willing to pay for the best products to improve the quality of their life;  However, due to the limitations of their consumption abilities, many young people choose Affordable Luxury instead. Data Source: Think Tank of Commercial Property, 2015 Motivations for Post-90s to Buy Affordable Luxuries Quality Assurance Personal Preference Status Symbols Self Reward for Hard Working Group Psychology Collectable Products
  10. 10. Functions & Campaign Opportunities PART 2
  11. 11. QQ Group Chat QQ users are now very comfortable using group chat. QQ Group Chat is an excellent way for brands to develop their fans, and build presence among users. • Allow users to share common interests in the group chats • Enable brands to run targeted campaigns Features: 1,280,000,000 Daily average open times of group chat 71% Average increase rate of message volume per year Data Source: Internal Statistics of Tencent, 2016
  12. 12. QQ Group Chat – Targeted Ads A BMW banner ad appears within a QQ group chat dedicated to people who love self- driving cars. The Group members usually discuss self driving and travelling, which means the ad is targeted and relevant to the users. The chat box on the left shows how the group members are discussing whether to drive a BMW SUV for the road trip on China national highways.
  13. 13. QQ’s Social Commerce function enables users to browse products from JD.com. It has a daily exposure of 100 million people, and 3%~6% of click-through rate (CTR). QQ Shopping Data Source: Internal Statistics of Tencent, 2016
  14. 14. QQ Wallet QQ Wallet is a mobile payment platform similar to WeChat Pay and Alipay. Male 62% Female 37% Gender ≦ 15 23.31% 16~25 57.82% ≧ 26 18.87% Age Beijing, Shanghai, Guangzhou 20.68% Other cities & provinces 69.64% Cities & Provinces Data Source: Internal Statistics of Tencent, 2016
  15. 15. QQ Wallet Meng Shop Red Pocket This banner ad is placed on the payment confirmation message that users receive. The aim is to entice users to open the red pocket and win ¥2,000. • Click-through Rate (CTR): 5% • Open Rate of Red Pocket: 40% User Flow: Data Source: Internal Statistics of Tencent, 2016
  16. 16. QQ Weather • QQ Weather provides up-to-date weather forecasts • Marketers can run ads and campaigns through this popular feature. Exposure Volume: 15 million/day Click-through Rate (CTR): 3% Cost Per Mille (CPM):¥40 Ex. / User Flow: Data Source: Internal Statistics of Tencent, 2016
  17. 17. Location targeting • An opt-in feature of QQ that provides users with information about nearby stores and people. • Marketers can use this feature to push ads and promotions to users that are close to stores and retail locations. A Test Drive Ad of BMW: • Exposure Volume: 100 million/day • Click-through Rate (CTR): 1% • Unique Visitor:30~40 million User Flow: Data Source: Internal Statistics of Tencent, 2016
  18. 18. • An integrated bulletin board system (BBS) or online chat forum where users can discuss any topics. • Xingqu Buluo has over 30 million daily active users, among which more than 85% are under 30-years-old. Xingqu Buluo (Interest Tribe) 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 Love Star Interest Female Life Humour Regional Comics & Animaiton Literature & Art Others Daily Average PV of Each Column (in millions) Data Source: Internal Statistics of Tencent, 2016
  19. 19. Xingqu Buluo (Interest Tribe) 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% ≦14 15~18 19~24 25~30 31~35 36~40 ≧41 7.83% 19.80% 40.94% 16.51% 5.39% 4.38% 5.14% Age Social Status Primary & Middle School Student Colledge Stuedent White-collar Blue-collar Freelancer Others Male 64.58% Female 35.42% Gender Data Source: Internal Statistics of Tencent, 2016
  20. 20. Qzone Data 650,000,000 Monthly Active Users 595,000,000 Monthly Active Users on Mobile Device • Age between 16 to 35 Qzone has around 450 million users aged between 16 to 35, and 32% are born post- 1995. Around 69% of all QQ users are active on Qzone. 62% of active users are from tier- 2&3 cities. • Located in Tier 2 & 3 Cities Qzone is similar to WeChat Moments. Data Source: Tencent Annual Report, 2016 Data Source: Internal Statistics of Tencent, Q4 2016
  21. 21. Newsfeed Native Ads Show as the 3rd post in News Feed Targets: Gender Age Interests Keyword Time Table Location Birthday User Behavior … …
  22. 22. Options - Newsfeed Ads Video Ad Avg. CTR: 3~5% New Cinemagraph Browsing duration increase by 5.7% New Sliding Pic Ad Avg. CTR: 4.11% Text & Pic Ad Avg. CTR: 3% Immersive Video Ad Avg. CTR: 1% New Customized Greeting Card CTR: 10%~15% Data Source: Internal Statistics of Tencent, 2016
  23. 23. Ex.: Lancome Leverages Lu Han’s Popularity Tags of Tencent DMP (Data Management Platform) Lu Han is the most popular super star and web celebrity in China who has an incredible influence on fans, especially female fans. Click to enter the H5 landing page Sevenfold of the industry avg. CTR: 7.05% Fans Pool of Lu Han > 40 million Listen to Lu Han‘s music Follow Lu Han‘s Interest Tribe Watch videos about Lu Han Fans of Lu Han‘s Official Account Read news about Lu Han Search for Lu Han actively Interaction Rate: 55% Basic Features: Female, Age 20~35, Skin Care Advertise to the specific fans pool User’s name In this campaign, fans are invited to provide personal information in exchange for a customised greeting card from “Lu Han” as well as samples of Lancome products as a White Valentine’s Day gift. Data Source: Internal Statistics of Tencent, 2016
  24. 24. THANKS Any Questions for the Report Are Welcomed ! CHINA E: sales@umssocial.com A: RM 1002, 93 Central Huaihai Rd, Shanghai Times Square Office Building, Huangpu District, Shanghai, China NEW ZEALAND E: sales@umssocial.com A: BizDojo Takapuna, level 3 Partners Life House, 33-45 Hurstmere Road Takapuna, Auckland AUSTRALIA E: sales@umssocial.com A: Level 9 167-169 Queen Street, Melbourne VIC 3000

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