Insights from TGI in CHina about social media and urban residents in China

2. Tian Tao, Vice President
CTR Market Research
Difference between social media
users and urban resident in China

3. 3
CNRS-TGI is China's largest continuous survey on urban residents
China National Resident Survey
• CNRS-TGi covers 60 cities with an annual sample size of nearly
100,000, representing a population of 180 million urban residents
• CNRS-TGi provides single source continuous data of tier 1-4 city
residents in China on their product consumption, media habits and
lifestyles
• TGi is available in over 60 countries in the world
• Date period: March – August 2013
• City coverage: 60
• Sample size: 53,700

4. 4
CNRS-TGI is China's largest continuous survey on urban residents
China National Resident Survey
• CNRS-TGi covers 60 cities with an annual sample size of nearly
100,000, representing a population of 180 million urban residents
• CNRS-TGi provides single source continuous data of tier 1-4 city
residents in China on their product consumption, media habits and
lifestyles
• Research Method: Door-to-door survey
• Research Period: March – August 2014
• Research Coverage: 60 cities
• Sample Volume: 53,112 samples

5. 28.6
34.0
5
The percentage of social media users in urban residents (%)
Rapid growth in the number of people using social media. It’s becoming
mainstream
Data Source: CNRS 2013.3-8、2014.3-8 60 cities
2013 2014
Social media user refers to people who used social media through computer or mobile phone yesterday

6. Age distribution of social media users:
90s consists of the highest portion, growth in 70s, 60s & 50s
37.7
30.8
20.7
8.6
2.1
28.8
44.8
19.9
5.5
1.1
1990s 1980s 1970s 1960s 1950s or earlier
2014 2013
Age distribution by decade of birth（%）
6
Average Age:
30.4
Average
Age:
28.8
Data Source: CNRS 2013.3-8、2014.3-8 60 cities

7. Regional distribution of social media users:
Tier 2 to tier 4 cities rising, while tier 1 cities drop
31.2
36.6
12.4
19.9
27.9
38.8
13.0
20.2
Tier 1 Tier 2 Tier 3 Tier 4
2013 2014
7
Data Source: CNRS 2013.3-8、2014.3-8 60 cities

8. Education level of social media users:
elementary level rises and high level drops
8
Elementary
Level
Education
4.5
Middle
Level
Education
23.0
High Level
Education
72.4
Elementary
Level
Education
6.1
Middle
Level
Education
23.1
High Level
Education
70.7
Elementary Level Education: 9-year-compulsory education or under
Middle Level Education: High School to institution/college
High Level Education: Universities or above
Data Source: CNRS 2013.3-8、2014.3-8 60 cities
2013 2014

9. Mobile social media is common
Device penetration for social media users（%）
Mobile Phones
Tablets
Computers/Laptops 9.3
5.2
74.8
15.9
4.8
18.4
15.1
3.8
8.9
71.5% 85.0%
Mobile penetration
2013 2014
9
Data Source: CNRS 2013.3-8、2014.3-8 60 cities
WeChat
Weibo
BBS
Mobile Phones
Tablets
Computers/Laptops
Mobile Phones
Tablets
Computers/Laptops

10. 10
100.0
91.4
88.7
77.1
55.6 49.2
42.3
16.1
69.4
56.0
84.6
76.6
35.5
37.2
42.6
14.4
Internet Mobile
Online
OOH TV Internet
Video
Magazine Newspaper Radio
Social media users Urban residents
Mobile/outdoor media more popular among social media users
Notes: Magazine is for monthly reach; other media are daily reach
OOH = out of home
Media Penetration（%）
Data Source: CNRS 2014.3-8 60 cities

11. 11
100.0
88.8 88.7
73.8
46.1
38.2
44.4
14.8
100.0
91.4
88.7
77.1
55.6
49.2
42.3
16.1
Internet Mobile
Online
OOH TV Internet
Video
Magazine Newspaper Radio
2013 2014
As social media becomes more mainstream, traditional media penetration is
higher than in 2013, except newspaper
2013-2014 Media Penetration Comparison（%）
Data Source: CNRS 2013.3-8、2014.3-8 60 cities
Notes: Magazine is for monthly reach; other media are daily reach
OOH = out of home

12. 90s 80s 70s
83.6 76.2 78.0
The percentage of social media users using WeChat yesterday（%）
12
WeChat
Data Source: CNRS 2014.3-8 60 cities
WeChat is an app used most often by all generations
Online behaviour of social media users by generation

13. Online behaviour of social media users by generation
59.6
52.4
52.4
70s
80s
90s
18.7
37.9
35.7
70s
80s
90s
53.8
48.9
56.8
70s
80s
90s
90s:
Leisure & Entertainment
80s:
Online Shopping
70s:
Info & News
Watching video online
yesterday（%）
Shopping online yesterday（%） Browsing news yesterday（%）
13
Data Source: CNRS 2014.3-8 60 cities

14. – Index（resident behaviour/attitude tendency indicator）
– Index is a comparison of the target against the benchmark group.
Benchmark is 100. When Index is above the benchmark, it means
the target objectives have a stronger tendency. When index is
below the benchmark, it means the target objectives have a
weaker tendency.
14
Index definition
Index=
Target objectives character ratio
Total residents character ratio
Χ 100%

15. The influence of WOM (word of mouth) among social media users is
growing
WOM Matters
It influences buying decisions 20.0
23.0
23.6
26.0
28.0
27.1
25.8
26.1
30.7
34.1
skincare/cosmetics
IT & digital
auto
travel & holidays
restaurants
2013 2014
“I share findings when discovering new
products I like”
Index 106
WOM influence on
different product/service categories（%）
15
Data Source: CNRS 2013.3-8、2014.3-8 60 cities

16. 54.4 56.3
2013 2014
Social media users tend to be attracted by customisation and innovation
“I love to search products and brands that
haven’t been bought by another”（%）
InnovationPursue creativity and distinction
“I enjoy brands which are unique and
full of imagination”
Index 113
16
Data Source: CNRS 2013.3-8、2014.3-8 60 cities

17. Social media users are enthusiastic movie-goers
The Percentage of Social
Media Users Went to the
Cinema last month
37.9%
2014
35.5%
2013
60.6
52.0
29.9
24.7
12.3
9.0
7.5
5.3
2.9
1.5
1.2
25.8
57.8
51.8
32.2
20.5
12.8
9.7
7.7
5.4
3.2
1.4
1.2
23.9
Shopping Centers
Restaurants
Cinema
KTV
Teahouses
Gym
Bath Centers
Bars
Leisure Clubs
Disco
Night Clubs
others
2013 2014
Places to go on the weekend by social media users（%）
The popularity of
cinema grows rapidly
17
Data Source: CNRS 2013.3-8、2014.3-8 60 cities

18. Instant
message
Index 190
Role play
video games
Index 161
Travel around
to escape
the reality
Index 161
Social media users have different attitudes towards online and offline life
48.5%
Not enough time to do everything I
would like to do perfectly
45.6%
I rarely have time to do things
important to me
My life is getting busy
47.8% 45.4%
71.4% 65.6%
18
Data Source: CNRS 2014.3-8 60 cities
Social Media Users Urban residents

19. Social Media Users
19
• WeChat has become the No.1 social media app across all generations
• Rapid growth in the number of people using social media
• Compared with 2013, social media users have become more common, diversified and
mobile
• 90s prefer online videos and 80s prefer online shopping. 70s browse news more than 90s
• Word of mouth (WOM) plays an important role among all social media users
• Social media users like being different and shopping differently
• Social media users show different attitudes towards real life and online life

20. CNRS-TGI City List
Tier 1 cities (4)
Beijing, Shanghai, Guangzhou, Shenzhen
Tier 2 cities (20)
Harbin, Dalian, Shenyang, Tianjin, Nanjing, Hangzhou, Ningbo, Suzhou, Wuxi, Wenzhou,
Xiamen, Jinan, Qingdao, Fuzhou, Foshan, Wuhan, Changsha, Chengdu, Chongqing,
Xi’an
Tier 3 cities (12)
Changchun, Shijiazhuang, Taiyuan, Hefei, Nanchang, Haikou, Nanning, Zhengzhou,
Guiyang, Kunming, Urumqi, Lanzhou
Tier 4 cities (24)
Anshan, Tangshan, Baoding, Hohhot, Xuzhou, Changzhou, Weifang, Zhuhai,
Zhongshan, Jiangmen, Dongguan, Huizhou, Xiangfan, Mianyang, Xining, Yinchuan,
Nantong, Jinhua, Shaoxing, Weihai, Quanzhou, Zhaoqing, Leshan, Yibin
20

21. Sophie Shen, General Manager
CTR Media & Consumption Behaviour
Online survey of social media users

22. 22
How does social media influence our lives?

23. 23
In 2014
Do users feel more happy
or sad with social media?
2013
73.4

24. 24
iCTR
@panel
Online panel
500,000
Active samples
8.5%
58.5%
24.0%
9.0%
20 or younger 21-30 31-40 older than 40
51.2% 48.8%
Gender
Age

25. China
Internet
Users
13,341
samples
Real-name
survey
Two weeks
25
Data source: China’s social media user attitude survey, n=13341
Sampling error: ±0.8% under 95% confidence level
Sampling
error:
±0.8%
Survey background

26. Data source introduction
2013
Respondents：China Netizens
Research Method：Online
Research Period：2013.12.19-12.27
Sample Volume： 12,221
2014
Respondents: China Netizens
Research Method: Online
Research Period: 2014.12.19-12.27
Sample Volume： 13,341
The research is conducted in the same period of time in 2013 and 2014,
therefore, the following data used for comparison is rational.
26

27. WeChat becomes the most popular social medium
27
Frequently used social media types %
64.5
72.5
58.8
24.3
25.4
7.0
6.9
71.8
53.0
39.9
16.8
15.0
4.8
4.0
1.0
6.7
WeChat
QQzone
Weibo
Forum/BBS
Renren
Douban
Momo
LinkedIn
Others
2013
2014
WeChat replaces QQzone,
becoming the most popular
social medium in China.
Weibo has experienced a
significant drop.
Data source: China’s social media user attitude survey, n=13341
Sampling error: ±0.8% under 95% confidence level

28. In 2013, Weibo leads in original content
In 2014, WeChat wins in every aspect
2013 2014
54.4
52.3
Weibo
WeChat
Post original content
35.4
41.8
40.6
50.1
32.8
72.9
56.8
70.1
84.4
56.2
browsing only, no
comment or anything
post original content
repost
comment or "like"
join group or topic
discussions
Weibo WeChat
28
Data source: China’s social media user attitude survey, n=13341
Sampling error: ±0.8% under 95% confidence level

29. 29
Social media users are more polarized
Ultras
31.7%
Regulars
31.5%
Dippers
28.0%
Detachers
8.8%
-3.6 pct-0.8 pct
+2.3 pct
+2.1 pct
Social Media Personality Types
Ultras: Use social media whenever there is free time, very dependent
Regulars: Use social media at fixed time of day (e.g. during commuting, lunch break or evening)
Dippers: Use social media only when need to complete some task
Detachers: Rarely use, dispensable
Data source: China’s social media user attitude survey, n=13341
Sampling error: ±0.8% under 95% confidence level

30. Social media users interact less
30
browsing
only, no
comment
or anything
39%
post
original
content
13%
repost
14%
comment
or "like"
34%
browsing only,
no comment
or anything
46%
post original
content
13%
repost
15%
comment or
"like"
20%
join group or
topic
discussions
6%
2013 2014
Data source: China’s social media user attitude survey, n=13341
Sampling error: ±0.8% under 95% confidence level

31. 57.6
45.0
43.8
34.6
29.0
31.0
33.6
4.5
46.1
36.1
33.9
27.8
26.0
24.3
24.2
5.4
Acquire news info
Share your mood and daily life
Acquire valuable info for myself
kill time
Communicating with family
Expand friend circle and make more friends
Seek value recognition and identification
others
Main purposes for using social media ( %)
2013
2014
31
Using social media less purposefully
Data source: China’s social media user attitude survey, n=13341
Sampling error: ±0.8% under 95% confidence level

32. 7.9 32.4 38.3 21.5
9.3 23.0 37.8 29.9
32
Attitude towards privacy when using social media %
2013
2014
Data source: China’s social media user attitude survey, n=13341
Sampling error: ±0.8% under 95% confidence level
Attitude towards privacy also polarizes
All social - no
concern for
privacy
Actively social -
protecting only core
privacy
Limited social -
actively protecting
privacy
No social posting - to
protect
privacy
Pro-social Pro-privacy

33. 54.5
37.2
30.9
21.2
12.3
12.2
Adjust my mood and relieve pressure of reality
Make my life more efficient and convenient
Expand my social circle
Solve difficulties of my life
Give me confidence and improve my social skills
Others
Positive influence of social media %
Positive:
Social media can help relieve pressure and make life more convenient
33
Data source: China’s social media user attitude survey, n=13341
Sampling error: ±0.8% under 95% confidence level

34. 35.7
24.9
21.1
20.2
18.2
18.1
15.5
13.1
12.1
12.0
Reduced print book reading
Lack of security or privacy
Sleep deprivation affects health
Get eye-sight worse
No distress whatsoever
Negative impact on personal relationships
Make us detached and impulsive
Disturb people's regular life/work
Affected by some negative values online
Lack of concentration
Worries brought by social media %
Negative:
Less print book reading and privacy concerns
34
Data source: China’s social media user attitude survey, n=13341
Sampling error: ±0.8% under 95% confidence level

35. Average score of all users:
35
68.0
73.4（2013）
7-point scale, high score means social media makes our life better. Final score is converted to percentile.
Data source: China’s social media user attitude survey, n=13341
Sampling error: ±0.8% under 95% confidence level
Social media
makes my life
better
Social media
makes my life
worse

36. 36
2.6
2.5
7.1
23.2
39.5
19.5
5.7
1
2
3
4
5
6
7
Distribution of ratings (%)
Distribution of user ratings
Data source: China’s social media user attitude survey, n=13341
Sampling error: ±0.8% under 95% confidence level
Very bad
Very good
Neutral

37. Q&A