China's economy is slowing while internet and mobile usage are growing rapidly. China has over 1 billion internet users, mostly on mobile, with the top apps being social media, video, news, and shopping. The four biggest companies, known as BATS, dominate China's digital landscape. Chinese citizens, especially younger people, are highly connected digitally and use mobile apps extensively for socializing, entertainment, games and mobile payments like red envelopes. WeChat in particular has driven mobile game and business development due to its large user base of over 800 million people who are highly engaged yet tend to spend fragmented short periods on mobile activities.

1. China Digital Overview - The Numbers & Behavior

2. The Numbers

3. China economy slowing
China's annual GDP growth rate

4. But Internet + is growing
China's online shopping deals (trillion) China's cross-border online shopping deals(billion)

5. Mobile Frist
China's Internet Users number (billion)
Mobile user
non-Mobile user

6. Social Social Social
2015 Mobile APP User
Video News
Online
Shopping
Social O2O Service Communication Search
APP - User Number/month (billion)

7. China Social media
landscape
2016
BATS, the core of the China’s social and digital landscape Baidu, Alibaba, Tencent and Sina

8. China Social Media Development

9. The Behavior (Content)

10. Home
School
Restaurant
Cinema
Bus
Bus
Bus
hyper connected digital natives, no phone no life.
everyone is CEO (Chief Entertainment Officer)

11. Among WeChat Users
86.2% are age 18-36
(45.4% are age 18-25)
Data source: WeChat, 2015
Wechat is the One!

12. THE RED ENVELOPE BATTLE DRIVES CHINA MOBILE PAYMENT
1. Personal red envelope sent and received in CNY eve
were about 101MM.
2. The “shakes” for CCTV CNY gala show red envelopes
were over 11Bil globally. And 120MM red envelopes
delivered.
3. 810MM shakes/min happened during CCTV CNY gala
show to get the red envelopes.
1. Alipay red envelope sent and received in CNY eve were
about 683MM times, 4Bil RMB in total.
2. There were 990K red envelopes sent by Ali chairman Ma
Yun, and were grabbed in 2 and half mins.
1. 1.5Bil red envelopes were delivered during CNY
2. 520+MM participation in total
3. Micro-blog topic #let the red envelope fly# got 10Bil pageview.
4. 102MM people were participating the red envelopes campaign on Sina Weibo.

13. WECHAT ALSO DRIVES MOBILE GAME DEVELOPMENT.
Popular social game
Popular mobile game
Mobilization
Socialization
47.9% game players play mobile games (highest penetration rate)
7 in the Top 10 mobile game apps are WeChat games.

14. MOBILE GAME: FRAGMENTED TIME CONSUMPTION
43.8%
play before sleep
41.0%
play to kill time while waiting
for bus/bank service
29.7%
play on the way to
work/back to home
40.7% play mobile games everyday, and among which, 73.7% spent less than 1 hour on it.

15. Thank you