The WeChat Life Report from October 2015 reveals significant growth in user engagement, with increasing daily active users and heightened usage across various city tiers. Key insights include users engaging with the app more frequently, especially during evenings, and trends in group chat and content preferences according to age demographics. Additionally, the report highlights the emotional sentiment of users, showing older users tend to be happier and various trends in e-commerce and communication behaviors on the platform.

1. WeChat Life Report
October 2015
Presentation & Translation by China Channel Data from Tencent

2. 570,000,000
September 2015
Average WeChat Daily Logged In Users
Presentation & Translation by China Channel Data from Tencent
chinachannel.co

3. WeChat Daily Active Users (DAU)
Presentation & Translation by China Channel Data from Tencent
49%
Last
Year
64%
This
Year
WeChat’s daily active users are growing even faster than it’s total user base.
To put this simply, WeChat’s users are getting more and more engaged with WeChat.
It’s extremely rare to have an app where the daily engagement is
growing faster in the 5th year than in the 4th year.
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4. 1st Tier Cities
2nd Tier Cities
3rd Tier Cities
4th Tier Cities
5th Tier Cities
93%
69%
43%
27%
28%
City Level Usage Rates
Presentation & Translation by China Channel Data from Tencent
In Chinese 1st Tier cities WeChat has pretty much hit complete saturation.
In some cases users are using multiple accounts to get on to WeChat.
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5. Presentation & Translation by China Channel Data from Tencent
Typical Daily Schedule For An Engaged WeChat User
07:00 08:30 10:00 12:45 18:00 22:30
07:45 09:00 12:00 17:00 20:00
Wake up:
Check
moments
Leave Home
On the road:
Read 2
articles
Play a game
Arrive at
Work:
Use WeChat
pay to buy
breakfast
Start Work
Scroll through
work related
WeChat group
messages
Break time:
Check
moments
Send couple
of messages
to friends
Lunch time:
Split the bill
using WeChat
go dutch
feature
Rest time:
Shop online
through WeChat
JingDong
Chat with
friends
Return Home:
Order food out
Get delivered
to home thru
WeChat
Off Work:
Check
moments
Get ready
for bed
Chat with
friends
Receive
lucky money
Watch TV while
double screening:
Moments, chat,
games, read articles
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6. Peak Time of Engagment on WeChat
Presentation & Translation by China Channel Data from Tencent
22:30
Last
Year
22:00
This
Year
Very interesting change over the last year.
Most likely reason is an increase in older users of WeChat.
chinachannel.co

7. 280,000,000 minutes
that’s 540 years!
Presentation & Translation by China Channel Data from Tencent
Daily Amount of WeChat Video and Voice Calls
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8. Presentation & Translation by China Channel Data from Tencent
WeChat is able to use big data and text data mining in order to measure individual users
sentiment across 1 years worth of experiences. A higher bar indicates more positive
sentiment. There is a high correlation between Chinese public holidays and positive
sentiment. People are happier at weekends. Monday are the lowest point of their
sentiment and the happiest parts of the year are Spring Festival and Mid Autumn
Festival in September.
Spring Festival
May Day
Mother’s Day
Children’s Day
Dragon Boat
Festival Chinese
Valentine’s
Day
Miltary
Parade Day
Mid Autumn
Festival
National
Day
User Sentiment
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9. Older Chinese People Are Happier
30-60
Years Olds
10-30
Years Olds
Presentation & Translation by China Channel Data from Tencent
Using the same techniques to analyze sentiment by age. WeChat was able to deduct
that older Chinese people are on average happier than their younger counterparts.
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10. Presentation & Translation by China Channel Data from Tencent
Number of Group Chats
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
chinachannel.co
Group chat usage has exploded since Spring Festival this year

11. Presentation & Translation by China Channel Data from Tencent
Moments
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
There is a very strong seasonal correlation for usage of Moments on WeChat.
People love going out and taking pictures in the Summer, usage clearly goes up.
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12. Voice & Video Calls
Presentation & Translation by China Channel Data from Tencent
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Voice & video traffic on WeChat within China

13. Voice & Video Calls (International)
The most popular countries that Chinese WeChat users like to call
Presentation & Translation by China Channel Data from Tencent
chinachannel.co
1. America
2. Japan
3. Hong Kong
4. Korea
5. Taiwan

14. The most popular stickers used in each county.
WeChat issues country specific stickers.
Stickers
America
UK Mainland
China
Taiwan
Malaysia
Australia
India
Presentation & Translation by China Channel Data from Tencent
chinachannel.co
Hong Kong

15. 2015 Spring Festival Eve
520 Internet Lover’s Day
Children’s Day
Chinese Valentine’s Day
Mid Autumn Festival
0 25 50 75 100
millions of people
Presentation & Translation by China Channel Data from Tencent
chinachannel.co
Lucky Money Sending
Lucky money is no longer limited to it’s original function.
It has become a new way of communication.

16. For each user per day who sends lucky money,
on average they will send 4 lucky money envelopes to friends.
For every person who sends a sticker per day,
on average they will send 6 or more stickers.
Presentation & Translation by China Channel Data from Tencent
chinachannel.co
4Lucky
Money
Envelopes
6Stickers
New Ways of Expression

17. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
Each generation has distinct preferences in the type of
content they prefer to read on WeChat.
Reading habits
Entertainment
Gossip
Born in the 90’s
National
News
Born in the 80’s
Health &
Wellness
Born in the 60’s

18. the average WeChat user reads
7 articles per day
Presentation & Translation by China Channel Data from Tencent
chinachannel.co
the average article is around
1,000 characters

19. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
The average WeChat user reads
the equivalent of 1 full novel per
month on WeChat!

20. Peak time for reading:
8 o’clock to 10
o’clock at night
Presentation & Translation by China Channel Data from Tencent
chinachannel.co

21. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
through location data WeChat can gain an accurate picture of the nation’s movement as
they migrate back to their hometowns to celebrate Chinese New Year
Returning Home at Chinese New Year

22. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
similarly they can track the migration back to work after the celebrations are over
Back to work after New Year

23. Most popular domestic tourist destinations for
Chinese during the recent National day break
Presentation & Translation by China Channel Data from Tencent
chinachannel.co
based on location tagging in WeChat moment’s posts

24. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
Most popular international tourist destinations
for Chinese during the recent National day break
again, based on location tagging in WeChat moment’s posts
Hong Kong
Japan
Taiwan
Korea
Thailand
USA

25. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
based on the WeRun fitness tracking feature step count data
Most popular time for taking a walk
8 to 9 pm
after dinner

26. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
weekends are rest time
weekdays are
more active
based on the WeRun fitness tracking feature step count data

27. since WeRun opened, it’s users have taken
enough steps go to the moon & back
260
times
Presentation & Translation by China Channel Data from Tencent
chinachannel.co

28. or
go on a
one way
trip to Mars
Presentation & Translation by China Channel Data from Tencent
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29. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
based on data from WeChat JD
male shoppers spend
1.3x more
on a monthly basis than female users

30. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
15% +of WeChat users are daily active
WeChat game players

31. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
75% +of WeChat game players play
for longer than 10 minutes every day

32. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
60%of WeChat users are young users
aged between 15 and 29

33. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
WeChat young users on average have
128friends on WeChat

34. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
WeChat users graduating from
university will on average add
20%more friends as they enter the work force

35. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
58%of voice & video calls
comprise of young users

36. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
10:00
Peak times to shop online on WeChat
22:00

37. September top sellers for young people on WeChat
phone
battery
packs
selfie
sticks
Autumn
clothes
Presentation & Translation by China Channel Data from Tencent
chinachannel.co

38. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
Those born after 1980
comprised 42% of the
senders of lucky money
during the most recent
Chinese New Year period

39. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
of those lucky money
users who sent
5,000 RMB
or more during Chinese
New Year more than half
are born in the 80’s

40. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
based on aggregated data from WeChat users moments posts
Most popular music recently in China

41. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
based on aggregated data from WeChat users moments posts
Most popular films recently in China

42. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
based on aggregated data from WeChat users moments posts
Most popular dramas recently in China

43. Presentation & Translation by China Channel Data from Tencent
chinachannel.co
based on aggregated data from WeChat users moments posts
Most popular variety shows recently in China

44. WeChat Life Report
October 2015
Presentation & Translation by China Channel Data from Tencent

45. Highest
1.Hong Kong
2. Taiwan
3. Beijing
Lowest
1. Guizhou
2. Guangxi
3. Yunnan