The Digital, Mobile, and Social Media Landscape in China - BBH Asia-Pacific's April 2011 Data Snapshot

1. DIGITAL, MOBILE, AND
SOCIAL MEDIA IN CHINA
BBH ASIA‐PACIFIC
DATA SNAPSHOT SERIES
APRIL 2011

2. Source: China Internet Watch

3. ( )
that’s roughly
34%
penetraIon
Source: China Internet Watch

4. Source: China Internet Watch

5. 58%
of Chinese internet users
are under 30 years old
Source: China Internet Watch

6. 56%
of Chinese internet
users are male
Source: China Internet Watch

7. 27%
of Chinese internet
users live in rural areas
Source: China Internet Network Informa6on Center

8. 88%
of Chinese internet users
access the web from home
Source: China Internet Watch

9. broadband penetraIon
amongst internet users:
98%
Source: China Internet Watch

10. Chinese web users
spend an average of
150
minutes online
every single day
Source: China Internet Watch

11. Chinese people aged
18‐27 spend almost
5 hours
every day
on email and the web
Source: Bergström Trends

12. 58% vs. 17%
of Chinese neIzens of Chinese neIzens
spend 3 hours each day spend 3 hours each day
on the internet
watching TV
Source: Millward Brown Dynamic Logic

13. 87%
of Chinese internet users
use the internet and watch
television at the same Ime
Source: Millward Brown Dynamic Logic

14. Chinese neIzens spend roughly
4 hours
a week streaming music or videos
Source: McKinsey

15. $ Source: Taobao

16. 66%
of Chinese internet users
access via mobile phones
Source: China Internet Watch

17. 879,000,000
mobile phone subscribers in China
Source: DigiTimes, Feb 2011

18. average number of SMSes sent in
China every day in February 2011:
2.7 billion
Source: DigiTimes, Feb 2011

19. In China, people can
use mobile phones to:
buy Starbucks coffee
buy subway Ickets
¥€$ do their banking
do their shopping
88 buy lo`ery Ickets
Source: enovate; Youth Research Partners

20. 70%
of Chinese people say
they “can’t live without”
their mobile phones
Source: Synovate

21. 303,000,000
mobile internet users in China
Source: China Internet Watch

22. Source: Wikipedia

23. 2 in 3
mobile web users in China
use instant messenger apps
Source: China Internet Watch

24. 40%
of Chinese neIzens
are ‘content creators’
(that’s almost twice the rate seen in the USA)
Source: Forrester

25. number of social media users in China:
235,000,000
Source: China Internet Network Informa6on Center

26. ( )
Source: eMarketer

27. 92%
of Chinese neIzens visit
social media sites at least
three Imes per week
Source: Shanghai Business Review, Feb 2011

28. 34%
of Chinese social media
users log in every single day
Source: AppLeap

29. half
of Chinese social media
users are in their 20s
Source: China Internet Network Informa6on Center

30. 27%
of Chinese social media users
have created a profile on
5 or more social media sites
Source: Shanghai Business Review, Feb 2011

31. number of registered users on QQ
(China’s most popular instant messenger service):
636,000,000
Source: Tencent, via Wikipedia, Mar 2011

32. ( )
that’s roughly as many users
as the worldwide audience of
Source: compared to press release from Facebook

33. number of registered Qzone profiles:
481,000,000
(anecdotally, many users have more than one Qzone profile)
Source: Resonance China

34. other large social networks in China:
51.com: 178 million
renren: 170 million
Sina Weibo: 100 million
Source: (1) China Internet Watch; (2) Resonance China; (3) Sina Wiebo press release

35. 87%
of Chinese social media users
have ‘friended’ or follow brands
Source: eMarketer, Apr 2010

36. 77%
of Chinese internet users believe
a social media presence makes
a brand more a`racIve
Source: Millward Brown Dynamic Logic

37. number of bloggers in China:
295 million
Source: China Internet Network Informa6on Center

38. people in China using BBSs:
98,000,000
(BBSs are online Bulle6n Board Systems)
Source: China Internet Network Informa6on Center

39. 81%
of Chinese youth check
online comments before
making a purchase decision
Source: slideshare.net/Jarrahbear

40. number of online gamers in China:
304,000,000
Source: China Internet Network Informa6on Center

41. Source: Wikipedia

42. $ Source: slideshare.net/dellsocialmedia

44. Simon Kemp (@eskimon)
Engagement Planner, BBH Asia‐Pacific
simon.kemp@bbh‐asiapac.com.sg
+65 6500 3071