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Digital Burson-Marsteller China
State of the Chinese Internet

March 2011
State of the Chinese Internet

               • Width and depth
               • Social media
               • Geography
               • By the numbers
               • Top trend
               • Sites of note
               • Digital B-M
Digital China
Width and Depth
China total population
1.4 billion


50% 50%
    700M Urban
    700M Rural
                         Source: World Bank
Total internet reach

450             million   Source: China Internet Watch




# 1 in the world
19% y-o-y increase
Internet
population
increase


per
month


10
million
Digital broadband
usage

460            million




30% y-o-y increase
98% broadband penetration

                            Source: China Internet Watch
Digital connection speed

100 kb/sec

Lower than world average of
230 kb/ sec


                              Source: China Internet Watch
Mobile web
usage

303          million
66%   of PC Internet Users
                             Source: China Internet Watch
Hours spent online


18      per week



2.6           per day

            Source: China Internet Watch
Digital China
Social Media
30
      Kaixin   Sina
       40M     Weibo
               70M

                         Renren
                          95M
20    Douban
       20M                         Pengyou
                                     80M                   51
Age                                                       40M
               Tencent
                Weibo
                                             QZone
               100M                          190M


10

                       Urban to Rural
                                                Source: Techrice
No.   Platform   Type   User Demographic   Active Users   Reg. Users   Alexa Ranking
                                           (millions)     (millions)




                                                                                       Source: Techrice
Digital China
By Geography
19         of China’s

provinces have           less
                                than

 10    million
      netizens
         Source: China Internet Watch
Digital China Geography
Urban

1. Beijing
2. Shanghai
3. Guangdong
4. Zhejiang                  Internet Penetration
                                    > 34%
5. Tianjin   8. Jiangsu
6. Fujian    9. Xinjiang
7. Liaoning  10. Shanxi      Rate
             11. Shandong
             12. Hainan
             13. Chongqing
             14. Shaanxi



                                       Source: China Internet Watch
Digital China Geography
Quasi-urban

1. Qinghai
2. Hubei
3. Jilin
4. Hebei
5. Inner Mongolia
6. Heilongjiang
                    Internet Penetration
                    Rate > 28% < 34%


                                Source: China Internet Watch
Digital China Geography
Rural

1. Ningxia
2. Xizang
3. Hunan
4. Henan
5. Guangxi     Internet
               Penetration Rate
6. Gansu
7. Sichuan


               < 28%
8. Anhui
9. Yunnan
10. Jiangxi
11. Guizhou



                          Source: China Internet Watch
Digital China
By the Numbers
People trends in Chinese          Huang Jianxiang

     Social Media

Liu Ye




                                Yao Chen




           Liu Xiang
Internet Access by Device

                   Device Usage Trends for Net Access



       80%
       70%
       60%
       50%
       40%
       30%
       20%
       10%
       0%
             Desktop           Laptop            Mobile

                                   2010
                                                          Source: China Internet Watch
Internet Access by Gender

                    Internet Usage by Gender



      46%

      46%

      45%
                                                          2010
      45%

      44%

      44%

      43%
             Male                  Female
                                               Source: China Internet Watch
Internet Access by Age Group

                                Net Usage by Age Group

      30%


      25%


      20%


      15%                                                                           2010

      10%


      5%


      0%
            Below 10 10 to 19 20 to 29 30 to 39 40 to 49 50 to 59 Above 60
                                                                     Source: China Internet Watch
Internet Access by Education

                               Net Usage by Education

      40%

      35%

      30%

      25%

      20%
                                                                                 2010
      15%

      10%

      5%

      0%
            Primary   Middle      High School   Diploma   University
                      School
                                                                  Source: China Internet Watch
Internet Access by Habit

                                  Net Usage by Habit

    400

    350

    300

    250

    200                                                                                      2010

    150

    100

    50

     0
          Search   Music   News   IM     Gaming   Blogging   Video      Email
                                                              Source: China Internet Watch
Internet Access by Habit

                     Net Usage by Habit

    200
    180
    160
    140
    120
    100
     80
     60                                                                  2010
     40
     20
      0




                                          Source: China Internet Watch
Internet Access by Income

                           Net Usage by Monthly Income RMB

      20%
      18%
      16%
      14%
      12%
      10%
                                                                                      2010
      8%
      6%
      4%
      2%
      0%
            Above   5-8K     3-5K   2-3K   1.5-2K   1-1.5K   0.5-1K   Below
             8K                                                        0.5K
                                                                       Source: China Internet Watch
Internet Access by Mobile

                               Net Usage by Mobile

    70%

    60%

    50%

    40%
                                                                                       2010
    30%

    20%

    10%

    0%
          IM   News   Search       Music    Reading   SNS        BBS
                                                        Source: China Internet Watch
Internet Access by Mobile

                     Net Usage by Mobile

    30%

    25%

    20%

    15%

    10%                                                                   2010

     5%

     0%




                                           Source: China Internet Watch
Digital China
Microblogging
China Microblogging
By mid 2010, the number of microblog users in China has surpassed
60 million. To exceed   150 million by mid 2011.




                                                    Source: DCCI 2010 Microblog Survey
Microblogging Socio-graphics
                                          Active posters,
                                          commentators,
                                          connectors
                           19%



                                                       Socializers
Interested in
sharing opinions                                       Critics
but uninterested    54%                                Spectators
                                  18%
in other peoples’                                      Commentators
opinions

                                            Interested in
                           9%
                                            sharing their
                                            own opinions by
                                            not interested in
                                            other opinions
                          Don’t share –
                          just browse
                                                     Source: DCCI 2010 Microblog Survey
Microblogging Platforms
Reputation                               Qt: which microblogging
                                         service is the most
                                         famous in China?
                 13%
                             20%

                                                     Sina
         14%                                         Netease
                                                     Tencent
                                                     Sohu
                                   19%               iFeng
                                                     139 (China Mobile)
           16%

                       18%



                                                    Source: DCCI 2010 Microblog Survey
Digital China’s Top 15
Social Sites
Top 15 Social Platforms


1.
     Qzone - China’s largest social network is back of the 637 million active accounts
     for Tencent’s QQ Messenger. The question for Qzone is not quantity, but rather the quality of its
     nickname-based social graph.




                                                                                           190M
Top 15 Social Platforms


2.   Renren – China’s leading real-name social network that intends to IPO soon.
     It is setting the standard for SNS in China but still faces challenges from other social networks,
     notably Tencent’s Pengyou and Kaixin001.




                                                                                          95M
Top 15 Social Platforms


3.   Pengyou – Tencent’s latest entry into the real-name social networking
     space has many users. But even more so than with Qzone, the real question is, how strong is the
     social graph?




                                                                                       80M
Top 15 Social Platforms


4.   Sina Weibo – The red-hot microblogging service that threatens China’s social
     networks with a new model. Can microblogging surpass social networking in terms of popularity in
     China? Its features now far surpass those of Twitter, including threaded comments, pictures,
     videos, IM, and LBS.




                                                                                       70M
Top 15 Social Platforms


5.   Kaixin001 – Popular amongst white-collar workers via its social games
     and post-forwarding features. But as the social games mania has died down and the appeal of its
     post-forwarding has been usurped by Sina Weibo, Kaixin001 is now struggling.




                                                                                       40M
Top 15 Social Platforms


6.   51.Com – Enjoyed early popularity among comparatively rural users, but
     now appears to be in a downward spiral. One recent report says peak simultaneous users are
     down to 700,000. 51.com’s claim of 178 million “registered users” is either irrelevant or fake, a
     case that requires skepticism by the tonne.




                                                                                            40M
Top 15 Social Platforms


7.   Douban – The strongest community of any social network in China. It’s never had
     explosive growth or a massive user base (in China terms), but it attracts young urban Chinese
     who together over movies, books, music, and events. A good network for hipsters and creatives.




                                                                                       20M
Top 15 Social Platforms


8.   Taomee – A social network and gaming site (similar to the Disney-owned Club
     Penguin) that’s massively popular with Chinese children (and their mothers). Taomee is in fact the
     parent company that runs a number of different children’s sites, including: Moer (mole-themed),
     Saier (sci-fi themed), and XiaoHua (princess-themed).




                                                                                         20M
Top 15 Social Platforms


9.   Tencent Weibo – Pushing its microblog service in order to compete
     with Sina. It claims over 100 million registered users, but again with Tencent there’s the concern of
     quality over quantity - Sina Weibo controls 87% of time spent by Chinese users on microblogs,
     while Tencent holds only 9%.




                                                                                           20M
Top 15 Social Platforms


10.   Jiayuan – China’s most popular online dating site, which is rumored to
      have plans for an IPO.




                                                                    11M
Top 15 Social Platforms


11.   Tao Jianghu – SNS of popular e-commerce site, Taobao. Profiles are
      automatically created for Taobao users. Adding a social layer is one of Taobao’s key
      objectives for 2011.




                                                                                     10M
Top 15 Social Platforms


12.   Bai Shehui – The “white-collar society” network by Sohu, one of China’s largest
      internet portals. Sohu also develops its own social games for this platform.




                                                                                     10M
Top 15 Social Platforms


13.   Zhenai - A leading China dating site, rumored to be preparing for an IPO.




                                                                             5M
Top 15 Social Platforms


14.   Baihe – Yet another of China’s leading dating sites!




                                                             2M
Top 15 Social Platforms


15.   iPartment – An avatar-based dating site from Taiwan where teens and
      young adults move into a virtual apartment together. Revenues come from advertising, virtual
      goods, and e-commerce.




                                                                                    1M
Digital Burson-Marsteller
China
Digital Burson-Marsteller

What we do?
 Identify audiences,
 tools and channels
                       Partner to manage
 Provide actionable    connections with
 online solutions      stakeholders
 with measured
 results


                Online Presence & Earned Media
Digital Burson-Marsteller
Approach




 ENGAGEMENT
  must be part of   SEARCH
                    Strategy is    AUDIENCE will
 communications
                     essential    drive the agenda
  and marketing




                    Online Presence & Earned Media
Digital Burson-Marsteller
Evidenced-based          Using the right tools to track
                                               issues that are critical to a
                                               company, gauging buzz and
                                               sentiment online is key.
                                      Listen


    Regular reporting
    on Measurement
                           Report               Plan
    and ROI to
    business benefit.


                                                           Developing a strategic
                                                           framework of Online
                                     Engage                Engagement, based on
                 Once planning
                 framework is in                           experience, research and
                 place, set up and                         insights.
                 begin engagement.
Digital Burson-Marsteller
Results

  Our evidence-based methodology. Delivering results driven by




                                         WEB           ANALYTICS
   LISTENING            CONTENT                       MEASUREMENT
                      STORYTELLING    EXPERIENCE
  IDENTIFYING                           DESIGN            ROI
   TARGETING
Digital Burson-Marsteller
Results
Synching offline with online.

Integrating activities and content from the
traditional media world with online media plays
a key role reputation is managed.




             • Online storytelling planning
             • Social media guidelines
             • Online media events
                                                  STORYTELLING
Digital Burson-Marsteller
360 Solutions
                         ONLINE MEDIA
                          RELATIONS

             ONLINE                     E-INFLUENCER
           REPUTATION                     RESEARCH
          MANAGEMENT

                           DIGITAL &
                         SOCIAL MEDIA
                          STRATEGIC
                         CONSULTANCY

             ONLINE
                                        DIGITAL BUZZ
           COMMUNITIES


                            ONLINE
                          EXPERIENCE
Digital Objectives?
Contact us now

Ask Burson-Marsteller China how we can help develop Digital
& Social Media programs in China and globally.


   Zaheer Nooruddin
   zaheer.nooruddin@bm.com
   Lead Digital Strategist
   Burson-Marsteller China

                                      @BMDigitalChina

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D/BM State of the Chinese Internet

  • 1. Digital Burson-Marsteller China State of the Chinese Internet March 2011
  • 2. State of the Chinese Internet • Width and depth • Social media • Geography • By the numbers • Top trend • Sites of note • Digital B-M
  • 4. China total population 1.4 billion 50% 50% 700M Urban 700M Rural Source: World Bank
  • 5. Total internet reach 450 million Source: China Internet Watch # 1 in the world 19% y-o-y increase
  • 7. Digital broadband usage 460 million 30% y-o-y increase 98% broadband penetration Source: China Internet Watch
  • 8. Digital connection speed 100 kb/sec Lower than world average of 230 kb/ sec Source: China Internet Watch
  • 9. Mobile web usage 303 million 66% of PC Internet Users Source: China Internet Watch
  • 10. Hours spent online 18 per week 2.6 per day Source: China Internet Watch
  • 12. 30 Kaixin Sina 40M Weibo 70M Renren 95M 20 Douban 20M Pengyou 80M 51 Age 40M Tencent Weibo QZone 100M 190M 10 Urban to Rural Source: Techrice
  • 13. No. Platform Type User Demographic Active Users Reg. Users Alexa Ranking (millions) (millions) Source: Techrice
  • 15. 19 of China’s provinces have less than 10 million netizens Source: China Internet Watch
  • 16. Digital China Geography Urban 1. Beijing 2. Shanghai 3. Guangdong 4. Zhejiang Internet Penetration > 34% 5. Tianjin 8. Jiangsu 6. Fujian 9. Xinjiang 7. Liaoning 10. Shanxi Rate 11. Shandong 12. Hainan 13. Chongqing 14. Shaanxi Source: China Internet Watch
  • 17. Digital China Geography Quasi-urban 1. Qinghai 2. Hubei 3. Jilin 4. Hebei 5. Inner Mongolia 6. Heilongjiang Internet Penetration Rate > 28% < 34% Source: China Internet Watch
  • 18. Digital China Geography Rural 1. Ningxia 2. Xizang 3. Hunan 4. Henan 5. Guangxi Internet Penetration Rate 6. Gansu 7. Sichuan < 28% 8. Anhui 9. Yunnan 10. Jiangxi 11. Guizhou Source: China Internet Watch
  • 20. People trends in Chinese Huang Jianxiang Social Media Liu Ye Yao Chen Liu Xiang
  • 21. Internet Access by Device Device Usage Trends for Net Access 80% 70% 60% 50% 40% 30% 20% 10% 0% Desktop Laptop Mobile 2010 Source: China Internet Watch
  • 22. Internet Access by Gender Internet Usage by Gender 46% 46% 45% 2010 45% 44% 44% 43% Male Female Source: China Internet Watch
  • 23. Internet Access by Age Group Net Usage by Age Group 30% 25% 20% 15% 2010 10% 5% 0% Below 10 10 to 19 20 to 29 30 to 39 40 to 49 50 to 59 Above 60 Source: China Internet Watch
  • 24. Internet Access by Education Net Usage by Education 40% 35% 30% 25% 20% 2010 15% 10% 5% 0% Primary Middle High School Diploma University School Source: China Internet Watch
  • 25. Internet Access by Habit Net Usage by Habit 400 350 300 250 200 2010 150 100 50 0 Search Music News IM Gaming Blogging Video Email Source: China Internet Watch
  • 26. Internet Access by Habit Net Usage by Habit 200 180 160 140 120 100 80 60 2010 40 20 0 Source: China Internet Watch
  • 27. Internet Access by Income Net Usage by Monthly Income RMB 20% 18% 16% 14% 12% 10% 2010 8% 6% 4% 2% 0% Above 5-8K 3-5K 2-3K 1.5-2K 1-1.5K 0.5-1K Below 8K 0.5K Source: China Internet Watch
  • 28. Internet Access by Mobile Net Usage by Mobile 70% 60% 50% 40% 2010 30% 20% 10% 0% IM News Search Music Reading SNS BBS Source: China Internet Watch
  • 29. Internet Access by Mobile Net Usage by Mobile 30% 25% 20% 15% 10% 2010 5% 0% Source: China Internet Watch
  • 31. China Microblogging By mid 2010, the number of microblog users in China has surpassed 60 million. To exceed 150 million by mid 2011. Source: DCCI 2010 Microblog Survey
  • 32. Microblogging Socio-graphics Active posters, commentators, connectors 19% Socializers Interested in sharing opinions Critics but uninterested 54% Spectators 18% in other peoples’ Commentators opinions Interested in 9% sharing their own opinions by not interested in other opinions Don’t share – just browse Source: DCCI 2010 Microblog Survey
  • 33. Microblogging Platforms Reputation Qt: which microblogging service is the most famous in China? 13% 20% Sina 14% Netease Tencent Sohu 19% iFeng 139 (China Mobile) 16% 18% Source: DCCI 2010 Microblog Survey
  • 34. Digital China’s Top 15 Social Sites
  • 35. Top 15 Social Platforms 1. Qzone - China’s largest social network is back of the 637 million active accounts for Tencent’s QQ Messenger. The question for Qzone is not quantity, but rather the quality of its nickname-based social graph. 190M
  • 36. Top 15 Social Platforms 2. Renren – China’s leading real-name social network that intends to IPO soon. It is setting the standard for SNS in China but still faces challenges from other social networks, notably Tencent’s Pengyou and Kaixin001. 95M
  • 37. Top 15 Social Platforms 3. Pengyou – Tencent’s latest entry into the real-name social networking space has many users. But even more so than with Qzone, the real question is, how strong is the social graph? 80M
  • 38. Top 15 Social Platforms 4. Sina Weibo – The red-hot microblogging service that threatens China’s social networks with a new model. Can microblogging surpass social networking in terms of popularity in China? Its features now far surpass those of Twitter, including threaded comments, pictures, videos, IM, and LBS. 70M
  • 39. Top 15 Social Platforms 5. Kaixin001 – Popular amongst white-collar workers via its social games and post-forwarding features. But as the social games mania has died down and the appeal of its post-forwarding has been usurped by Sina Weibo, Kaixin001 is now struggling. 40M
  • 40. Top 15 Social Platforms 6. 51.Com – Enjoyed early popularity among comparatively rural users, but now appears to be in a downward spiral. One recent report says peak simultaneous users are down to 700,000. 51.com’s claim of 178 million “registered users” is either irrelevant or fake, a case that requires skepticism by the tonne. 40M
  • 41. Top 15 Social Platforms 7. Douban – The strongest community of any social network in China. It’s never had explosive growth or a massive user base (in China terms), but it attracts young urban Chinese who together over movies, books, music, and events. A good network for hipsters and creatives. 20M
  • 42. Top 15 Social Platforms 8. Taomee – A social network and gaming site (similar to the Disney-owned Club Penguin) that’s massively popular with Chinese children (and their mothers). Taomee is in fact the parent company that runs a number of different children’s sites, including: Moer (mole-themed), Saier (sci-fi themed), and XiaoHua (princess-themed). 20M
  • 43. Top 15 Social Platforms 9. Tencent Weibo – Pushing its microblog service in order to compete with Sina. It claims over 100 million registered users, but again with Tencent there’s the concern of quality over quantity - Sina Weibo controls 87% of time spent by Chinese users on microblogs, while Tencent holds only 9%. 20M
  • 44. Top 15 Social Platforms 10. Jiayuan – China’s most popular online dating site, which is rumored to have plans for an IPO. 11M
  • 45. Top 15 Social Platforms 11. Tao Jianghu – SNS of popular e-commerce site, Taobao. Profiles are automatically created for Taobao users. Adding a social layer is one of Taobao’s key objectives for 2011. 10M
  • 46. Top 15 Social Platforms 12. Bai Shehui – The “white-collar society” network by Sohu, one of China’s largest internet portals. Sohu also develops its own social games for this platform. 10M
  • 47. Top 15 Social Platforms 13. Zhenai - A leading China dating site, rumored to be preparing for an IPO. 5M
  • 48. Top 15 Social Platforms 14. Baihe – Yet another of China’s leading dating sites! 2M
  • 49. Top 15 Social Platforms 15. iPartment – An avatar-based dating site from Taiwan where teens and young adults move into a virtual apartment together. Revenues come from advertising, virtual goods, and e-commerce. 1M
  • 51. Digital Burson-Marsteller What we do? Identify audiences, tools and channels Partner to manage Provide actionable connections with online solutions stakeholders with measured results Online Presence & Earned Media
  • 52. Digital Burson-Marsteller Approach ENGAGEMENT must be part of SEARCH Strategy is AUDIENCE will communications essential drive the agenda and marketing Online Presence & Earned Media
  • 53. Digital Burson-Marsteller Evidenced-based Using the right tools to track issues that are critical to a company, gauging buzz and sentiment online is key. Listen Regular reporting on Measurement Report Plan and ROI to business benefit. Developing a strategic framework of Online Engage Engagement, based on Once planning framework is in experience, research and place, set up and insights. begin engagement.
  • 54. Digital Burson-Marsteller Results Our evidence-based methodology. Delivering results driven by WEB ANALYTICS LISTENING CONTENT MEASUREMENT STORYTELLING EXPERIENCE IDENTIFYING DESIGN ROI TARGETING
  • 55. Digital Burson-Marsteller Results Synching offline with online. Integrating activities and content from the traditional media world with online media plays a key role reputation is managed. • Online storytelling planning • Social media guidelines • Online media events STORYTELLING
  • 56. Digital Burson-Marsteller 360 Solutions ONLINE MEDIA RELATIONS ONLINE E-INFLUENCER REPUTATION RESEARCH MANAGEMENT DIGITAL & SOCIAL MEDIA STRATEGIC CONSULTANCY ONLINE DIGITAL BUZZ COMMUNITIES ONLINE EXPERIENCE
  • 57. Digital Objectives? Contact us now Ask Burson-Marsteller China how we can help develop Digital & Social Media programs in China and globally. Zaheer Nooruddin zaheer.nooruddin@bm.com Lead Digital Strategist Burson-Marsteller China @BMDigitalChina