October 2015 Data from Tencent, illustrated by KRDS

1. FOR
WECHAT USAGE REPORT
Data : Tencent, october 2015

2. PART I: GENERAL DATA

3. FOCUS APPUSER DATA
AVERAGE DAILY LOGGED IN USER ACCOUNTS – SEP 2015
570,000,000
Data : Tencent, october 2015

4. DAILY ACTIVE USERS (DAU) EVOLUTION
49 % 64 %
DAU has grown faster than WeChat’s total user base!
2014 2015
Data : Tencent, october 2015

5. FOCUS APPCOVERAGE RATE ON CITY LEVEL
27 %
1st Tier Cities
2nd Tier Cities
3rd Tier Cities
4th Tier Cities
5th Tier Cities
43%
28%
27%
69%
93%
Data : Tencent, october 2015

6. FOCUS APP
DAILY AMOUNT OF VIDEO & VOICE CALLS
280,000,000 MINUTES
OR 540 YEARS!
Data : Tencent, october 2015

7. FOCUS APP
PART II: USER BEHAVIOUR INSIGHT

8. FOCUS APP
60% USERS AGED BETWEEN
15 – 29 years old
128 FRIENDS ON AVERAGE
Data : Tencent, october 2015

9. FOCUS APP
22:00 22:30
PEAK ENGAGEMENT TIME:
IN 2015 IN 2014VS.
Data : Tencent, october 2015

10. FOCUS APP
Most Popular WeChat video & voice call destinations (International)
Data : Tencent, october 2015

11. FOCUS APP
THANK YOU
READING HABITS: CONTENT POPULARITY
HEALTH & WELLNESS NATIONAL NEWS ENTERTAINMENT GOSSIP
AMONG USERS
BORN IN THE 60’s
AMONG USERS
BORN IN THE 80’s
AMONG USERS
BORN IN THE 90’s
Data : Tencent, october 2015

12. FOCUS APP
THANK YOUPEAK READING TIME
20:00 – 22:00
Data : Tencent, october 2015

13. FOCUS APP
THANK YOU
FREQUENCY AND LENGTH OF READING
7 Articles Per Day
THE AVERAGE WECHAT USER READS
WHICH IS THE EQUIVALENT OF THE LENGTH OF
1 Full Novel Per Month
THE AVERAGE ARTICLE LENGTH IS AROUND 1,000 Characters
Data : Tencent, october 2015

14. FOCUS APPTRAVEL HABITS
BASED ON LOCATION TAGGING FEATURE OF WeChat MOMENTS
Data : Tencent, october 2015

15. FOCUS APPWORKOUT HABITS
PEAK WALKING TIME
20:00 – 21:00
BASED ON STEP COUNT DATA FROM WeRun FITNESS TRACKING FEATURE
Data : Tencent, october 2015

16. FOCUS APPSHOPPING HABITS
PEAK SHOPPING TIME ON WeChat
1.3x MoreMALE SHOPPERS SPEND
THAN FEMALE USERS ON A MONTHLY BASIS
10:00 & 22:00
POPULAR ITEMS SOLD:
Data : Tencent, october 2015

17. FOCUS APPGAMING HABITS
15%
WeChat USERS ARE ACTIVE GAME PLAYERS
75% OF THEM PLAY MORE THAN
10 MINUTES/DAY
Data : Tencent, october 2015

18. FOCUS APP
PART III: A DAY IN THE LIFE OF A
WeChat USER

19. FOCUS APP
Wake up – Read Moments7:00
7:45 On the Road to Work – Read Articles, Play WeChat Games
8:30 Arriving at company – Buy Breakfast with WeChat Payment
9:00 Begin Working – Check Group Chat Messages
10:00 Break – Read and send WeChat Messages and Moments
Data : Tencent, october 2015

20. FOCUS APP
Having Lunch – Buy Lunch with Lucky Money & WeChat Payment12:00
12:45 Lunch Break Shopping – JD.com or Participate in Group Chats
17:00 Leaving Company – Read Moments
18:00 Way Back Home – Buy Dinner with WeChat Payment
20:00 Watch TV – Read Articles, Chat, Interact with Friends’ Moments,
Shopping on JD.com, Play WeChat Games
22:00 In bed – Chat with Friends, Send/Receive Lucky Money
Data : Tencent, october 2015

21. FOCUS APP
PART IV: ONE YEAR IN THE LIFE OF
A WeChat USER

22. FOCUS APPUsers are more content during the following holidays/special moments:
Data : Tencent, october 2015

23. THANK YOU