Digital 2015 China (August 2015)

We Are Social wearesocial.sg • @wearesocialsg
DIGITAL STATSHOT
SIMON KEMP • WE ARE SOCIAL
KEY STATISTICAL INDICATORS FOR INTERNET, MOBILE,
AND SOCIAL MEDIA USAGE IN CHINA IN AUGUST 2015
we
are
social
CHINA

ACTIVE
INTERNET USERS
TOTAL
POPULATION
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
FIGURE REPRESENTS INDIVIDUALS
WITH AN ACTIVE MOBILE
SUBSCRIPTION / CONNECTION
FIGURE REPRESENTS ACTIVE USER
ACCOUNTS ON THE MOST ACTIVE
SOCIAL PLATFORM IN EACH
COUNTRY, NOT UNIQUE USERS
FIGURE REPRESENTS ACTIVE USER
ACCOUNTS ON THE MOST ACTIVE
SOCIAL PLATFORM IN EACH
COUNTRY, NOT UNIQUE USERS
FIGURE REPRESENTS TOTAL GLOBAL
POPULATION, INCLUDING CHILDREN
FIGURE INCLUDES ACCESS VIA
FIXED AND MOBILE CONNECTIONS
MILLION MILLION MILLION MILLION MILLION
DIGITAL IN CHINA
668 574659 6751,371
AUG
2015
URBANISATION: 55% PENETRATION: 49% PENETRATION: 48% PENETRATION: 49% PENETRATION: 42%
• Sources: World Population Clock, Wikipedia, CNNIC, Tencent, Sina, GSMA Intelligence

AUG
2015 DIGITAL GROWTH TRENDS
GROWTH IN THE
NUMBER OF ACTIVE
INTERNET USERS
GROWTH IN THE
NUMBER OF ACTIVE
SOCIAL MEDIA USERS
GROWTH IN THE
NUMBER OF MOBILE
SUBSCRIPTIONS
GROWTH IN THE
NUMBER OF ACTIVE
MOBILE SOCIAL USERS
GROWTH TRENDS FOR THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
12 MONTHS TO JUL 2015 12 MONTHS TO AUG 2015 12 MONTHS TO JAN 2015 12 MONTHS TO AUG 2015
NOTE THAT THIS FIGURE REPRESENTS MOBILE
SUBSCRIPTIONS, NOT UNIQUE USERS
+6% +2% +8% +15%
+36 MILLION + 14 MILLION + 94 MILLION + 77 MILLION
• Sources: CNNIC, Tencent, Sina, GSMA Intelligence

AUG
2015 TIME SPENT WITH MEDIA
SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY
AVERAGE DAILY USE
OF THE INTERNET
VIA A PC OR TABLET
(INTERNET USERS)
AVERAGE DAILY USE
OF THE INTERNET VIA A
MOBILE PHONE (MOBILE
INTERNET USERS)
AVERAGE DAILY USE
OF SOCIAL MEDIA
VIA ANY DEVICE
(SOCIAL MEDIA USERS)
AVERAGE DAILY
TELEVISION VIEWING
TIME (INTERNET USERS
WHO WATCH TV)
NOTE THAT AVERAGE TIMES ARE BASED SOLELY ON PEOPLE WHO USE EACH MEDIUM, AND DO NOT FACTOR NON-USERS
3H 45M 2H 46M 1H 43M 1H 24M
• Source: GlobalWebIndex, Q2 2015. Based on a survey of internet users aged 16-64

DIGITAL MEDIA WILL ACCOUNT
FOR MORE THAN HALF OF THE
TIME CHINESE ADULTS SPEND
CONSUMING MEDIA IN 2015
• Source: eMarketer

INTERNET IN CHINA

AUG
2015 INTERNET USE
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS AS
A PERCENTAGE OF THE
TOTAL POPULATION
# #
668M 49% 594M 42%
• Sources: CNNIC; Wikipedia for population data

AUG
2015 INTERNET USE: RURAL vs. URBAN
ACTIVE INTERNET
USERS LIVING IN
CHINA’S URBAN AREAS
INTERNET PENETRATION
AMONGST CHINA’S
URBAN POPULATION
ACTIVE INTERNET
USERS LIVING IN
CHINA’S RURAL AREAS
INTERNET PENETRATION
AMONGST CHINA’S
RURAL POPULATION
COMPARING ACTIVE INTERNET USAGE: PEOPLE LIVING IN CITIES vs. RURAL POPULATIONS
# #
473M 64% 186M 30%
• Source: CNNIC

INTERNET USE BY DEVICE
AUG
2015
INTERNET USERS:
ALL DEVICES
INTERNET USERS:
MOBILE DEVICES
668
MILLION
594
MILLION
VS
89% OF ALL CHINA’S
INTERNET USERS
49% OF CHINA’S
TOTAL POPULATION

AUG
2015 SHARE OF WEB TRAFFIC
SHARE OF WEB
PAGES SERVED:
MOBILE PHONES
SHARE OF WEB
PAGES SERVED:
LAPTOPS & DESKTOPS
SHARE OF WEB
PAGES SERVED:
TABLETS
BASED ON EACH DEVICE’S SHARE OF THE TOTAL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR: YEAR-ON-YEAR: YEAR-ON-YEAR:
56% 42% 3%
-29% +136% -22%
• Source: StatCounter, August 2015

AVERAGE CONNECTION SPEEDS
AUG
2015
• Source: Akamai State of the Internet Report
FIXED INTERNET
CONNECTIONS
MOBILE INTERNET
CONNECTIONS
4.7
MBPS
VS
56% OF MOBILE CONNECTIONS
ARE ‘BROADBAND’ (4MBPS+)
3.7
MBPS
32% OF FIXED CONNECTIONS
ARE ‘BROADBAND’ (4MBPS+)

SOCIAL MEDIA IN CHINA

AUG
2015 SOCIAL MEDIA USE
##
BASED ON MONTHLY ACTIVE USER NUMBERS REPORTED BY THE COUNTRY’S MOST ACTIVE SOCIAL NETWORK
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER OF
ACTIVE SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
659M 48% 574M 42%
• Sources: Tencent, Sina, Baidu; Wikipedia for population data

SOCIAL USE: PLATFORM CLAIMED
AUG
2015
• Sources: latest company statements, correct as at 12 August 2015
ACCOUNTS THAT LOGGED IN AT LEAST ONCE IN THE MOST RECENT 30-DAY REPORTING PERIOD, IN MILLIONS
843 !
659 !
600 !
300 !
176 !
105 !
627 !
574 !
600 !
N/A!
141 !
30 !
QQ
QZONE
WECHAT &
WEIXIN
BAIDU
TIEBA
SINA
WEIBO
YY
TOTAL USERS [ANY DEVICE]
USERS ACCESSING VIA MOBILE DEVICES

SOCIAL USE: USER REPORTED
AUG
2015
PERCENTAGE OF INTERNET USERS WHO CLAIM TO HAVE USED EACH PLATFORM IN THE PAST MONTH
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
61%!
54%!
54%!
38%!
38%!
20%!
17%!
15%!
14%!
14%!
WECHAT &
WEIXIN
SINA
WEIBO
QZONE
TENCENT
WEIBO
BAIDU TIEBA
RENREN
GOOGLE+
FACEBOOK
KAIXIN001
TWITTER

MOBILE IN CHINA

AUG
2015 SUBSCRIPTIONS vs. USERS
TOTAL NUMBER
OF MOBILE
SUBSCRIPTIONS
NUMBER OF
UNIQUE MOBILE
SUBSCRIBERS
AVERAGE NUMBER OF
SUBSCRIPTIONS PER
UNIQUE MOBILE USER
# #
675 M 1,300 M 1.93
• Sources: GSMA Intelligence, Ericsson

AUG
2015
MOBILE SUBSCRIPTIONS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER
OF MOBILE
SUBSCRIPTIONS
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G & 4G)
MOBILE PHONES
#
BASED ON THE NUMBER OF CELLULAR SUBSCRIPTIONS / CONNECTIONS (NOT UNIQUE USERS)
95% 46%79% 21%1.3B
• Source: GSMA Intelligence

MOBILE SHARE BY DEVICE TYPE
AUG
2015
• Source: Counterpoint, as cited in Wall Street Journal; GSMA Intelligence
SALES OF NEW MOBILE PHONE
HANDSETS IN CHINA IN Q1 2015
SHARE OF MOBILE CONNECTIONS IN
CHINA BY ACTIVE DEVICES IN Q1 2015
90% 10% 62% 38%
SMART
PHONES
FEATURE
PHONES
SMART
PHONES
FEATURE
PHONES

AUG
2015 ACTIVITIES ON MOBILE
PEOPLE SHOPPING
VIA MOBILE DEVICES
(M-COMMERCE)
PEOPLE USING
MOBILE PAYMENT
SERVICES
PEOPLE MAKING
TRAVEL BOOKINGS
VIA MOBILE DEVICES
$!
276M 270M 168M
PENETRATION: 20% PENETRATION: 12%
PENETRATION: 20%

MOBILE DEVICES WILL ACCOUNT
FOR ROUGHLY ONE-THIRD OF THE
TIME CHINESE ADULTS SPEND
CONSUMING MEDIA IN 2015

AUG
2015 REGULAR MOBILE ACTIVITIES
PURCHASED A
PRODUCT ONLINE
VIA A MOBILE DEVICE
CHECKED THE
WEATHER ONLINE
USING MOBILE DEVICE
USED A SOCIAL
NETWORKING SERVICE
VIA MOBILE DEVICE
CHATTED TO SOMEONE VIA
INSTANT MESSENGER OR
LIVE CHAT TOOL ON MOBILE
UPLOADED
PHOTOS USING A
MOBILE DEVICE
FIGURES REPRESENT THE PERCENTAGE OF THE TOTAL CHINESE POPULATION THAT PARTICIPATED
IN EACH ACTIVITY VIA A MOBILE DEVICE IN THE MOST RECENT 30-DAY REPORTING PERIOD
20% 19%20% 20%22%

E-COMMERCE IN CHINA

CONSUMER E-COMMERCE IN CHINA
GENERATED MORE THAN US$253 BILLION
(RMB1.6 TRILLION) IN SALES IN THE FIRST
HALF OF 2015 – ROUGHLY 10% OF
CHINA’S TOTAL CONSUMER RETAIL SALES
• Source: National Bureau of Statistics of China

AUG
2015 E-COMMERCE BY DEVICE
PERCENTAGE OF THE
POPULATION WHO USED A PC
TO RESEARCH A PRODUCT TO
BUY LAST MONTH
PERCENTAGE OF THE
POPULATION WHO BOUGHT
SOMETHING ONLINE
VIA A PC LAST MONTH
PERCENTAGE OF THE
POPULATION WHO USED A
MOBILE PHONE TO RESEARCH A
PRODUCT TO BUY LAST MONTH
PERCENTAGE OF THE
POPULATION WHO BOUGHT
SOMETHING ONLINE VIA A
MOBILE PHONE LAST MONTH
18% 29% 15% 20%

M-COMMERCE WILL ACCOUNT
FOR HALF OF ALL CONSUMER
E-COMMERCE IN CHINA IN
2015 – UP 85% FROM 2014

SPECIAL THANKS
We’d like to oﬀer our thanks to GlobalWebIndex for providing their valuable
data and support in the development of this report. GlobalWebIndex is the
world’s largest market research study on the digital consumer, spanning 37
countries, 4,500 data points, and conducting ﬁeldwork 4 times a year:
90% GLOBAL
COVERAGE
37 MARKETS & 200,000
INTERVIEWS PER YEAR
QUARTERLY DATA
COLLECTION
TOTAL DEVICE
COVERAGE
Find out more: http://www.globalwebindex.net/
Please note that certain elements of this report are protected by Copyright © Trendstream Limited 2015: The GlobalWebIndex (GWI) data
featured in this report - identified in each case by a citation to GlobalWebIndex in the footnote of the relevant slide(s) - is protected by
copyright, and is used by permission of Trendstream Limited. All rights to this data, including copyright, remain with Trendstream Limited, and
by accessing this report, you agree that you may only use this data for your own personal, non-commercial use, and that you will not use the
data for any other purpose whatsoever without an appropriate licence from, or the prior written permission of, Trendstream Limited.

SPECIAL THANKS
We’d also like to oﬀer our thanks to the following data partners
for providing much of the valuable data included in this report:
STATCOUNTER!
GSMA
INTELLIGENCE!
AKAMAI
TECHNOLOGIES!
ERICSSON
MOBILITY!

SOURCES USED IN THIS REPORT
Population data
Latest reported country population from World Population Clock as cited by Wikipedia, correct
as at August 2015. Urbanisation data from China’s National Bureau of Statistics, as cited by
Xinhua, January 2015
Internet user data
Latest available data from CNNIC (36th Statistical Report, Jul 2015); data extrapolated from
GlobalWebIndex (Q2 2015); StatCounter (Aug 2015); TechInAsia; TechCrunch;
ChinaInternetWatch; Akamai’s State of the Internet report (Q2 2015).
Social media active account data
Latest reported monthly active user data as reported by Tencent, Sina, Baidu, and YY, all
correct as at August 2015; data extrapolated from GlobalWebIndex (Q2 2015).
Mobile phone connections and user data
Latest reported data from GSMA Intelligence (Q2 2015; Q4 2014); Ericsson Mobility Report (Jun
2015); data extrapolated from GlobalWebIndex (Q2 2015); Akamai’s State of the Internet report
(Q2 2015); Counterpoint, as cited in the Wall Street Journal (May 2015).
Icons and graphics
Special thanks to TheNounProject.com for inspiring many of the icons in this report.

WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS
CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE
BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER
OF SOCIAL INSIGHT TO DRIVE BUSINESS VALUE.
WE CALL THIS SOCIAL THINKING.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.

This report has been compiled by We
Are Social Ltd (“We Are Social”) for
informational purposes only, and relies
on data from a wide variety of sources,
including but not limited to public and
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firms, government agencies, NGOs,
and private individuals. While We Are
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Digital 2015 China (August 2015)

Digital 2015 China (August 2015)

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Digital 2015 China (August 2015)