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Initial Findings in the Relationship between
                     Title of Presentation
    Brands, Consumers and Social Media

             Prepared by: China Digital Team
        Online Panel provided by Lightspeed China
                                                    Date 2009
                                                                 1
                                                                1
About AdReaction 2009 China
ā€¢ A survey conducted by Millward Brown Dynamic Logic aimed to measure
  consumer opinions and perceptions of various types and formats of
  advertising

ā€¢ AdReaction 2009 focuses on the social media realm:
    ā€¢   Consumers relationship with social media in general and with brands who have a
        presence in social

    ā€¢   Reactions to advertising on social media sites

    ā€¢   Exploration into the types or segments of consumers who participate

ā€¢ Methodology/Details
    > 2000 China Mainland respondents aged 10 and up who are members of nationally
      representative Lightspeed Research panel

    > Data gathered late September 2009


                                                                                         2
Key Findings
    ā€¢Chinese netizensā€™ media habits keep changing nowadays
       ā€¢ Thanks to the fast development of Internet, people spend more time on online and
         less on traditional media
       ā€¢ Power of TV is being diluted ā€“ even if people keep the TV on, they may browse online
         at the same time
       ā€¢ Social media is growing fast with great potential, grabbing peopleā€™s leisure time from
         traditional media
    ā€¢Chinese netizens are more tolerant to digital ads, online or mobile
       ā€¢ ā€¦ despite the overall low acceptance towards traditional media ads.
       ā€¢ Shocking/Unexpected and funny ads appear more memorable; relevance also counts.
       ā€¢ Overall, people are open to most of the ad formats. But we need to avoid too
         intrusive ads, e.g. ads with personal information
    ā€¢Social Media provide opportunities for brands to get closer to consumers
       ā€¢ Brands become more appealing, with closer connection to consumers via SNS
       ā€¢ Exposure to branded ads increases search interest and likeability of brand
         engagement among SNS visitors
       ā€¢ Local SNS sites dominate in China, while global players are facing the problems of
         localization and accessibility challenge


                                                                                                  3
Title of Presentation
General Findings:

                    Date 2009
                                 4
                                4
Chinese netizens are spending much more time on Internet
     than on TV, or any other traditional media
      ā€¢Media Habits (Time Spending Per Week)
                                     %                        %                   %                     %
                                     3                        3                   2
                                     12                                                                30
                                                             17
                                                                                  26
                                     12

                                     15                      26
       Never
       less than 1 hour                                                           32
                                     16                                                               38
       1 to 4 hours
                                                             20
       5 to 10 hours
       11 to 20 hours                                                             20
                                                             18                                       14
       21-30 hours                   42
       More than 30 hours                                                         11                   9
                                                             10
                                                                                  5                    5
                                                              7                   4                    2
                                                                                                       2
                                Going Online            Watching TV        Reading Magazine/   Listening to Radio
                                                                              Newspaper


                                                      Base (Total)    (2000)

                                                                                                                    5
Q5. In a typical week, how many hours do you spendā€¦
Multi-tasking is common ā€“ often watching TV and surfing
     Internet at the same time

      ā€¢    Do netizens watch TV and use the Internet at the same time?
                                                                                                      %

                                               Watch TV and                              Everyday              28
                                               Use Internet at
                                               the same time
                                                    89%

                                                                                       Every week         21




                                                                                      Occasionally                  40



                   Do NOT Watch                                   Do NOT watch TV and use internet
                     TV and Use                                                  at the same time    11
                   Internet at the
                     same time
                        11%


                                                                 Base: Total             (2000)


                                                                                                                         6
Q31. Do you watch TV and use the Internet at the same time?
Entertainment is more important to Chinese online users than their
     counterparts in other countries. Social networking is still young but it shows
     strong potential

                   Actively participate
                   Interested but never done it
                   Not involved at all              Emailing                 87                     94        95     95

                                          Downloading music                  86                    11 3       55     50

                                     Watching online videos                  86                    11 3       63     54

                              Reading news/current events                    83                    13 4       76     78

               Listening to streaming radio/music/podcasts                78                      16 6        50     44

                                             Shopping online            71                    24        5     74     70

                                              Banking online            68                    25     7        63     74

                    Participating in community chats/blogs           64                      27      9        36     34

                                              Playing games          61                  21        18         70     56

                                           Social networking       51                   33         16         59     77

                                                    Base:                      (2000)                       (2000)   (400)
                                                                                                                             7
Q6. Please indicate how involved you are in the following online activities.
Usage of SNS accelerated the shift from traditional media to online media
      consumption

      ā€¢     Social Media Impact on Media Consumption Habits

                                  %                     Spend more time         Spend the same time            Spend less


                            Going online                      50                                     47                     3




                       Reading magazine          12                          65                                    24




                            Watching TV       11                           60                                    29




                       Listening to Radio    7                     46                                     46



                                        Base (social networks visitors)                (1930)




                                                                                                                                8
Q21. How has joining ā€¦(site visit most often) changed how often you do each of the following activities?
Title of Presentation
Overall Attitudes towards Ads

                                Date 2009
                                             9
                                            9
Chinese netizens are more tolerant (vs. US) to digital ads, online or mobile,
    despite the lower acceptance towards ads on many traditional media

       ā€¢Tolerance toward advertising on ā€¦
                   Top 2 Box Score %
           (Very positive/Somewhat positive)

                                          Magazine                                   42               45
                                            Outdoor                                  42               39
                                        Newspaper                               29                    42
                                             Cinema                         24                        37
                                Online Display Ads                         23                         24
                                         Direct Mail                       23                         29
                                           TV (Free)                       22                         47
                                               Radio                       21                         35
                                             Mobile                   15                              10
                                     Telemarketing                 10                                 6

                                          Base (Total)          (2000)                              (2000)

                                                                                                                       10
Q30. How would you characterize your attitude towards each of the following formats of general types of advertising?
Shocking/unexpected and funny ads are most remembered to
     consumers, regardless of media. Relevance is also important.

       ā€¢Most memorable advertising is ā€¦




                                                                  Celebrities

                                                                                                  Informative
                                                                      28%
                        Shocking or
                        unexpected             63%
                                                                                    29%




                                                                                    45%
                                                          55%



                                      Funny                                               Relevant to me
                                                          Base: (Total)    (2000)
                                                                                                                11
Q29. Thinking about advertising in general, what types of ads do you remember?
Most of the SNS visitors (more than 70%) would tolerate more ads
      presence on SNS sites in order to keep it free

       ā€¢Ad Tolerance by Sites Visitors

                More Tolerant
                 (Top 2 Box)
                                                                           19




                                                                           54
                                                                                                             Willing to accept more
                                                                                                             Not willing but will tolerate
                                                                                                             Would stop using this site
                                                                           24
                                                                                                             Not willing to accept more
                                                                            5




                 Less Tolerant                                     Base (site visitors)
                  (Top 2 Box)




                                                                                                                                               12
Q42. Thinking about the site(s) that you visit, how willing would you be to accept more advertising on the site(s) in order to keep it free?
Overall Chinese consumers are open to most ad formats; but brands do
     need to be cautious with intrusive ads which incorporate personal
     information
                                                                 I like seeing this type of ad
      ā€¢Opinion towards Ad Format                                 I donā€™t mind seeing this ad as long as it is relevant to whatā€™s on the site
                                                                 I donā€™t mind seeing this ad as long as it is relevant to me and my interests
                                                                 I donā€™t mind seeing this ad if it lets me access the site for free
                                                                 I donā€™t enjoy seeing this ad, but it doesnā€™t particularly bother me
                                                                 I dislike seeing this ad
                                                      %          Iā€™ve never seen this type of ad

                     Branded gift sent to you by a friend       14             19                   22                  19              14        7     5
                              Branded pages or profiles     10            20                   18                  23                  16         9     4
                              Sponsored section on SNS      10            20                   18                  23                  16         9     4
                                      Sponsored events       9            20                  19                   24                  17         9     4
                                          Branded game       9            19                  18               23                  16         11        4
                                               Video ads     9        16                 16              20                  19              16         4
                                 Sponsored applications     8         19                  17              22                      18         12         5
                                Branded items in games      8         18                  17                  22                  18         11         5
                        Ads that incorporate my profile     8        13             15              15         15                  23              12
                                             Banner ads     7         19                  19                  22                  18          11        4
                                               Text links   7         19                  17                  23                   18         11        3
                       Sponsored ads on the log-in page     7        18                  17               23                      19          12        4

                                           Base: (Total)    (2000)
                                                                                                                                                            13
Q35. Which best describes how you feel about these forms of advertising?
Title of Presentation
Social Media Provide Opportunities for
  Brand to Get Closer to Consumers
                               Date 2009
                                            14
                                           14
SNS users do follow brands on social networks, which provides the
     opportunity for brands to establish a closer relationship with their
     consumers.
      ā€¢ Information or People Follow on Social Networks
                                                                              %
                                                 Friends                                          87

                                                  Family                                     65

                                             Co-workers                                 58

                               Television shows/Movies                                  56

                                         Political figures                         43

                                              Celebrities                         39

                                 Newspapers/Magazine                              39

                                  Companies or brands                         37

                                    News organizations                       34

                                  Music bands or artists                22

                                        Radio programs                 19

                                Base (those who actively      (1015)
                                     participate in Social
                                             Networking)

                                                                                                       15
Q22. Who do you follow or keep up with on social networking sites?
Presence on SNS would make a brand more appealing to consumers


      ā€¢Do people feel a brand is more appealing if it has a presence in Social Media?

                                                                                                             Why?
             Much more appealing                                                   Increase familiarity / Can know more       34%
                                              34%
                                                                                   Brand image is good                        19 %
                                                                                   Ad effect/ strong impact of PR             9%
                                                                  77%              Due to site impact                         9%
                                                                                   Preference of the brand                    7%
        Somewhat more appealing               43%                                  Other people's comment                     4%
                                                                                   Others                                     6%
                                                                                   No specific                                8%
                                                                                   Base (who fine itā€™s more appealing)        (782)

                         The same             21%

                                               1%                           Because I could be
          Somewhat less appealing
                                                                            more familiar with
                                               1%
              Much less appealing                                               product
                                                                                                    That means more people become
    Base (those who actively participate    (1015)                                                familiar with the brand, and they can
                                                                         It makes the brand               see othersā€™ comments
                  in social networking)                                  much closer to life


                                                                                                                                      16
Q26. How would your opinion of a brand change if it were to have a presence on a social network? My opinion of the brand would beā€¦
Exposure to brand ads on social media increases search interest and
      likeability of brand engagement among visitors

      ā€¢Response Taken after Seeing Ads in Social Media?

                     Search for more about the brand                             55%


                            Interact with the ad/brand                        45%


                                Help the brand go viral                 26%


                                  Purchased the brand             14%
                                                                                                                Details

                            Became a fan of the brand           9%                       Search for more about the brand:
                                                                                         Search for the brand on the Internet/in the store;
                                                                                         Visit the brand site; Search for more ads of the brand
                       Visited a site for a similar brand            18%
                                                                                         Interact with the ad/brand:
                                                                                         Click on/interact with the ad; Look at the brandā€™s
                                         Take no action               25%                profile; Send a message/comment to the brand
                                                                                         Help the brand go viral:
                 Base (those who actively participate
                               in social networking)         (1015)                      Posted on my blog/profile; Recommend/send to
                                                                                         friend/family


                                                                                                                                                  17
Q41. Which of the following actions have you taken as a result of seeing an ad on a social networking site? (Check all that apply)
Title of Presentation
Whatā€™s getting popular?
                          Date 2009
                                       18
                                      18
Local social media sites are much more prominent than the global players
      in China. QQ Zone is the most popular one in China, while Kaixin 001 and
      Kaixin are rising stars.
                                                                              Site Tenure
                                                       <6 Months          6 Month - 11 months            1+ years(s)



                                                    30%

                                                                   58%            59%
                                                    7%                                           70%            72%




                                                                   15%            14%
                                                    68%
                                                                                                 19%            19%

                                                                   38%            39%
                                                                                                 23%            21%




                                          Base
                                                  (1811)         (1322)         (1303)          (1257)        (1235)
                                 (site visitor)



                                                                                                                                               19
Q10. How long have you been visiting the following site(s)? Q14. Which one of the following is the site that you visit most often currently?
QQ zone and Renren lead, fueled by established large member base; Kaixin 001
     and Kaixin stand out with high popularity; inaccessibility obviously hurdles the
     global players (due to the Great Fire Wall )
      ā€¢Brand Image Profiles Among Those Visit of Site


                     Is innovative and forward thinking         -6                         1                3        -1               -1                 3        -1           -1

                           Listens to member feedback           -7                         0        -2              -4                     0     -1                       3            1

      I can trust this site with my personal information        -5                    -2            -1              -6                     1             2             1                       8

   Has a lot of technical errors/is not always accessible -13                        -3             -2               -2                    0                 7            3                4

                Makes me feel connected with people                             11         2               1                      9 -3          -2                        3   -3

                            Offers something different       -9                            1               0         -2               -1                 1             0       -1

           Gives me access to a wealth of information             -2             -8                -5                        3              3   -2                     0               2

                                          Is easy to use                        10 -1               -1                      1              1    -4               -3                    0

                                                 Is cool         -4                        1                3       -4                     0                 5         0               0

                          Is a site for someone like me                     7              1        -1                      0              2    -4                -1           -1

                             Is becoming more popular                      5                   6                7            3        -3         -1              -3           -5

                   Has most of my friends as members                              18           6            2                     8        2    -4               -4           -4


                                      Base (site visitors)             (1811)          (1257)           (1235)           (1322)        (1303)        (598)        (786)        (971)




                                                                                                                                                                                       20
Q19. For each of the following statements below, choose which site the statement best describes.
QQ zone & 51.com most often users skew to younger consumers with lower income,
while Renren more caters for university students and newly graduates. As to Kaixin
and Kaixin001, their loyal user are more mature and with higher incomes.
                                                          Correspondent Axis X & Y (93%)
                   15



                                                                                                 Senior high school
                   10
                                                                  51.com


                                                                         QQ zone
                    5
                                                                             Male        Under Junior
                                                Below RMB 3000                                                      35-44
                                                                                         Middle school
    Axis Y (35%)




                                                                                         17 and under
                    0
                                                                                                              45+     Kaixin

                               18-24                                                                                                    25-34
                                                                   RMB 3000-4999                                                     Kaixin001
                    -5
                                                                                                                               Above RMB 5000
                                                                                                  Female
                                       Renren.com
                                                                                    College, University and
                   -10
                                                                                             above



                   -15
                         -20     -15                -10             -5                     0                  5                 10               15
                                                                          Axis X (58%)


                                                                                                                                                      21
2/3 of China netizens are also using their mobile phone/PDA to social
networking, mainly to communicate with contacts, add new contacts,
read blogs, update status and share information.
                                                            Access via computer               Access via mobile
                                                                      %                                      %

                            Social Networking viaā€¦                   100
                                                                                                         67
                                Base: Social networking            (1015)                               (1015)
                                     active participants

                                        Watching videos                                  96    19
                               Adding friends/contacts                                   95                   48
                Uploading content to share with friends                                  94             37
                             Updating my current status                                  94             35
                 Editing or updating profile information                                 94        23
                       Reading or commenting on blogs                                   93                   41
                          Chat or send message on SNS                                   93         32
                                      Uploading photos                                  92       25
                                   Playing online games                               86       18
                                           Writing blogs                              85        22
                                    Comment on status                                84            32
             Communicating with family/friends online                                82                            70
      Writing recommendations for friends or products                               80             23
                                       Uploading videos                             79        11
                                   Business networking                         65                       32

                          Average Number of Activities:             13.11                      4.68
                                                  Base:            (1013)                      (682)
                                                                                                                        22
Q6. Please indicate how involved you are in the following online activities?
Mobile SNS users visit Renren, Kaixin001, Kaixxin much more often,
thanks to the mobile widget/WAP sites developed
 ā€¢Social Media Sites Visit Frequency Per Week among active participants

                                          Total Visitor               Visitors Via Mobile

                                                               18.13
                          16.92
                                             15.81
                                  14.5
                                                                                                   13.82


                                                                        9.58
                                                       8.86
                                                                                                           7.79
                                                                                  7.15
                                                                                            5.77




                            QQ zone              Renren         Kaixin001           51.com            Kaixin
    Base (site visitor)   (188)   (961)        (112)   (790)   (65)     (799)     (36*) (758)      (41*)   (777)



                          *Caution: Low base
                                                                                                                   23
Q11. How often do you visit the following site(s)?

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Chinese Social Media Driving Shift from Traditional to Online Media

  • 1. Initial Findings in the Relationship between Title of Presentation Brands, Consumers and Social Media Prepared by: China Digital Team Online Panel provided by Lightspeed China Date 2009 1 1
  • 2. About AdReaction 2009 China ā€¢ A survey conducted by Millward Brown Dynamic Logic aimed to measure consumer opinions and perceptions of various types and formats of advertising ā€¢ AdReaction 2009 focuses on the social media realm: ā€¢ Consumers relationship with social media in general and with brands who have a presence in social ā€¢ Reactions to advertising on social media sites ā€¢ Exploration into the types or segments of consumers who participate ā€¢ Methodology/Details > 2000 China Mainland respondents aged 10 and up who are members of nationally representative Lightspeed Research panel > Data gathered late September 2009 2
  • 3. Key Findings ā€¢Chinese netizensā€™ media habits keep changing nowadays ā€¢ Thanks to the fast development of Internet, people spend more time on online and less on traditional media ā€¢ Power of TV is being diluted ā€“ even if people keep the TV on, they may browse online at the same time ā€¢ Social media is growing fast with great potential, grabbing peopleā€™s leisure time from traditional media ā€¢Chinese netizens are more tolerant to digital ads, online or mobile ā€¢ ā€¦ despite the overall low acceptance towards traditional media ads. ā€¢ Shocking/Unexpected and funny ads appear more memorable; relevance also counts. ā€¢ Overall, people are open to most of the ad formats. But we need to avoid too intrusive ads, e.g. ads with personal information ā€¢Social Media provide opportunities for brands to get closer to consumers ā€¢ Brands become more appealing, with closer connection to consumers via SNS ā€¢ Exposure to branded ads increases search interest and likeability of brand engagement among SNS visitors ā€¢ Local SNS sites dominate in China, while global players are facing the problems of localization and accessibility challenge 3
  • 4. Title of Presentation General Findings: Date 2009 4 4
  • 5. Chinese netizens are spending much more time on Internet than on TV, or any other traditional media ā€¢Media Habits (Time Spending Per Week) % % % % 3 3 2 12 30 17 26 12 15 26 Never less than 1 hour 32 16 38 1 to 4 hours 20 5 to 10 hours 11 to 20 hours 20 18 14 21-30 hours 42 More than 30 hours 11 9 10 5 5 7 4 2 2 Going Online Watching TV Reading Magazine/ Listening to Radio Newspaper Base (Total) (2000) 5 Q5. In a typical week, how many hours do you spendā€¦
  • 6. Multi-tasking is common ā€“ often watching TV and surfing Internet at the same time ā€¢ Do netizens watch TV and use the Internet at the same time? % Watch TV and Everyday 28 Use Internet at the same time 89% Every week 21 Occasionally 40 Do NOT Watch Do NOT watch TV and use internet TV and Use at the same time 11 Internet at the same time 11% Base: Total (2000) 6 Q31. Do you watch TV and use the Internet at the same time?
  • 7. Entertainment is more important to Chinese online users than their counterparts in other countries. Social networking is still young but it shows strong potential Actively participate Interested but never done it Not involved at all Emailing 87 94 95 95 Downloading music 86 11 3 55 50 Watching online videos 86 11 3 63 54 Reading news/current events 83 13 4 76 78 Listening to streaming radio/music/podcasts 78 16 6 50 44 Shopping online 71 24 5 74 70 Banking online 68 25 7 63 74 Participating in community chats/blogs 64 27 9 36 34 Playing games 61 21 18 70 56 Social networking 51 33 16 59 77 Base: (2000) (2000) (400) 7 Q6. Please indicate how involved you are in the following online activities.
  • 8. Usage of SNS accelerated the shift from traditional media to online media consumption ā€¢ Social Media Impact on Media Consumption Habits % Spend more time Spend the same time Spend less Going online 50 47 3 Reading magazine 12 65 24 Watching TV 11 60 29 Listening to Radio 7 46 46 Base (social networks visitors) (1930) 8 Q21. How has joining ā€¦(site visit most often) changed how often you do each of the following activities?
  • 9. Title of Presentation Overall Attitudes towards Ads Date 2009 9 9
  • 10. Chinese netizens are more tolerant (vs. US) to digital ads, online or mobile, despite the lower acceptance towards ads on many traditional media ā€¢Tolerance toward advertising on ā€¦ Top 2 Box Score % (Very positive/Somewhat positive) Magazine 42 45 Outdoor 42 39 Newspaper 29 42 Cinema 24 37 Online Display Ads 23 24 Direct Mail 23 29 TV (Free) 22 47 Radio 21 35 Mobile 15 10 Telemarketing 10 6 Base (Total) (2000) (2000) 10 Q30. How would you characterize your attitude towards each of the following formats of general types of advertising?
  • 11. Shocking/unexpected and funny ads are most remembered to consumers, regardless of media. Relevance is also important. ā€¢Most memorable advertising is ā€¦ Celebrities Informative 28% Shocking or unexpected 63% 29% 45% 55% Funny Relevant to me Base: (Total) (2000) 11 Q29. Thinking about advertising in general, what types of ads do you remember?
  • 12. Most of the SNS visitors (more than 70%) would tolerate more ads presence on SNS sites in order to keep it free ā€¢Ad Tolerance by Sites Visitors More Tolerant (Top 2 Box) 19 54 Willing to accept more Not willing but will tolerate Would stop using this site 24 Not willing to accept more 5 Less Tolerant Base (site visitors) (Top 2 Box) 12 Q42. Thinking about the site(s) that you visit, how willing would you be to accept more advertising on the site(s) in order to keep it free?
  • 13. Overall Chinese consumers are open to most ad formats; but brands do need to be cautious with intrusive ads which incorporate personal information I like seeing this type of ad ā€¢Opinion towards Ad Format I donā€™t mind seeing this ad as long as it is relevant to whatā€™s on the site I donā€™t mind seeing this ad as long as it is relevant to me and my interests I donā€™t mind seeing this ad if it lets me access the site for free I donā€™t enjoy seeing this ad, but it doesnā€™t particularly bother me I dislike seeing this ad % Iā€™ve never seen this type of ad Branded gift sent to you by a friend 14 19 22 19 14 7 5 Branded pages or profiles 10 20 18 23 16 9 4 Sponsored section on SNS 10 20 18 23 16 9 4 Sponsored events 9 20 19 24 17 9 4 Branded game 9 19 18 23 16 11 4 Video ads 9 16 16 20 19 16 4 Sponsored applications 8 19 17 22 18 12 5 Branded items in games 8 18 17 22 18 11 5 Ads that incorporate my profile 8 13 15 15 15 23 12 Banner ads 7 19 19 22 18 11 4 Text links 7 19 17 23 18 11 3 Sponsored ads on the log-in page 7 18 17 23 19 12 4 Base: (Total) (2000) 13 Q35. Which best describes how you feel about these forms of advertising?
  • 14. Title of Presentation Social Media Provide Opportunities for Brand to Get Closer to Consumers Date 2009 14 14
  • 15. SNS users do follow brands on social networks, which provides the opportunity for brands to establish a closer relationship with their consumers. ā€¢ Information or People Follow on Social Networks % Friends 87 Family 65 Co-workers 58 Television shows/Movies 56 Political figures 43 Celebrities 39 Newspapers/Magazine 39 Companies or brands 37 News organizations 34 Music bands or artists 22 Radio programs 19 Base (those who actively (1015) participate in Social Networking) 15 Q22. Who do you follow or keep up with on social networking sites?
  • 16. Presence on SNS would make a brand more appealing to consumers ā€¢Do people feel a brand is more appealing if it has a presence in Social Media? Why? Much more appealing Increase familiarity / Can know more 34% 34% Brand image is good 19 % Ad effect/ strong impact of PR 9% 77% Due to site impact 9% Preference of the brand 7% Somewhat more appealing 43% Other people's comment 4% Others 6% No specific 8% Base (who fine itā€™s more appealing) (782) The same 21% 1% Because I could be Somewhat less appealing more familiar with 1% Much less appealing product That means more people become Base (those who actively participate (1015) familiar with the brand, and they can It makes the brand see othersā€™ comments in social networking) much closer to life 16 Q26. How would your opinion of a brand change if it were to have a presence on a social network? My opinion of the brand would beā€¦
  • 17. Exposure to brand ads on social media increases search interest and likeability of brand engagement among visitors ā€¢Response Taken after Seeing Ads in Social Media? Search for more about the brand 55% Interact with the ad/brand 45% Help the brand go viral 26% Purchased the brand 14% Details Became a fan of the brand 9% Search for more about the brand: Search for the brand on the Internet/in the store; Visit the brand site; Search for more ads of the brand Visited a site for a similar brand 18% Interact with the ad/brand: Click on/interact with the ad; Look at the brandā€™s Take no action 25% profile; Send a message/comment to the brand Help the brand go viral: Base (those who actively participate in social networking) (1015) Posted on my blog/profile; Recommend/send to friend/family 17 Q41. Which of the following actions have you taken as a result of seeing an ad on a social networking site? (Check all that apply)
  • 18. Title of Presentation Whatā€™s getting popular? Date 2009 18 18
  • 19. Local social media sites are much more prominent than the global players in China. QQ Zone is the most popular one in China, while Kaixin 001 and Kaixin are rising stars. Site Tenure <6 Months 6 Month - 11 months 1+ years(s) 30% 58% 59% 7% 70% 72% 15% 14% 68% 19% 19% 38% 39% 23% 21% Base (1811) (1322) (1303) (1257) (1235) (site visitor) 19 Q10. How long have you been visiting the following site(s)? Q14. Which one of the following is the site that you visit most often currently?
  • 20. QQ zone and Renren lead, fueled by established large member base; Kaixin 001 and Kaixin stand out with high popularity; inaccessibility obviously hurdles the global players (due to the Great Fire Wall ) ā€¢Brand Image Profiles Among Those Visit of Site Is innovative and forward thinking -6 1 3 -1 -1 3 -1 -1 Listens to member feedback -7 0 -2 -4 0 -1 3 1 I can trust this site with my personal information -5 -2 -1 -6 1 2 1 8 Has a lot of technical errors/is not always accessible -13 -3 -2 -2 0 7 3 4 Makes me feel connected with people 11 2 1 9 -3 -2 3 -3 Offers something different -9 1 0 -2 -1 1 0 -1 Gives me access to a wealth of information -2 -8 -5 3 3 -2 0 2 Is easy to use 10 -1 -1 1 1 -4 -3 0 Is cool -4 1 3 -4 0 5 0 0 Is a site for someone like me 7 1 -1 0 2 -4 -1 -1 Is becoming more popular 5 6 7 3 -3 -1 -3 -5 Has most of my friends as members 18 6 2 8 2 -4 -4 -4 Base (site visitors) (1811) (1257) (1235) (1322) (1303) (598) (786) (971) 20 Q19. For each of the following statements below, choose which site the statement best describes.
  • 21. QQ zone & 51.com most often users skew to younger consumers with lower income, while Renren more caters for university students and newly graduates. As to Kaixin and Kaixin001, their loyal user are more mature and with higher incomes. Correspondent Axis X & Y (93%) 15 Senior high school 10 51.com QQ zone 5 Male Under Junior Below RMB 3000 35-44 Middle school Axis Y (35%) 17 and under 0 45+ Kaixin 18-24 25-34 RMB 3000-4999 Kaixin001 -5 Above RMB 5000 Female Renren.com College, University and -10 above -15 -20 -15 -10 -5 0 5 10 15 Axis X (58%) 21
  • 22. 2/3 of China netizens are also using their mobile phone/PDA to social networking, mainly to communicate with contacts, add new contacts, read blogs, update status and share information. Access via computer Access via mobile % % Social Networking viaā€¦ 100 67 Base: Social networking (1015) (1015) active participants Watching videos 96 19 Adding friends/contacts 95 48 Uploading content to share with friends 94 37 Updating my current status 94 35 Editing or updating profile information 94 23 Reading or commenting on blogs 93 41 Chat or send message on SNS 93 32 Uploading photos 92 25 Playing online games 86 18 Writing blogs 85 22 Comment on status 84 32 Communicating with family/friends online 82 70 Writing recommendations for friends or products 80 23 Uploading videos 79 11 Business networking 65 32 Average Number of Activities: 13.11 4.68 Base: (1013) (682) 22 Q6. Please indicate how involved you are in the following online activities?
  • 23. Mobile SNS users visit Renren, Kaixin001, Kaixxin much more often, thanks to the mobile widget/WAP sites developed ā€¢Social Media Sites Visit Frequency Per Week among active participants Total Visitor Visitors Via Mobile 18.13 16.92 15.81 14.5 13.82 9.58 8.86 7.79 7.15 5.77 QQ zone Renren Kaixin001 51.com Kaixin Base (site visitor) (188) (961) (112) (790) (65) (799) (36*) (758) (41*) (777) *Caution: Low base 23 Q11. How often do you visit the following site(s)?