Weibo annual report of users (part 1) 2016 Read More: http://www.ums.co.nz/blog/2017/08/15/annual-report-weibo-users-part-one/

1. Annual Report of Weibo Users
(PART ONE)
2016.12
*This is a translation copy of <微博用户发展报告> by Weibo Data Center. The original report was modified due to editorial reason.

2. CONTENTS
1.Weibo Users
2.Weibo Content

3. 1.
WEIBO USERS:

4. Steady Growth of Active Users on Weibo
 By September 2016, the number of MAUs on Weibo has reached 297 million, a 34%
increase compared with the corresponding period of last year;
 the number of DAUs has reached 132 million, up 32% from 2015.
106
120 126 132
Q4-15 Q1-16 Q2-16 Q3-16
Daily Active Users
(DAUs)
unit: Million
236 261 282 297
Q4-15 Q1-16 Q2-16 Q3-16
Monthly Active Users
(MAUs)
unit: Million

5. WHAT IS DRIVING WEIBO GROWTH
 Young White-Collars
 Fast Growth in Tier 2 & 3 Cities
 Vertical Contents
 Web Celebrity Economy
 Rapid Growth of Live Streaming Business
 Increasing Acceptance of Paid Content

6. Weibo User Attributes
There are more active male users than the female;
Most of the users possess degrees of college or above, which accounts for 77.8%.
Gender Education
Background
Higher
Education
Secondary
Education
Elementary
Education

7. Weibo User Attributes: Engagement
 Young white-collars are the main users on Weibo. Users aged under 30 make up more than
80%; among which users aged between 18 and 30 accounts for 70%.
 In the age group of 11-21, female users are more active than male users;
 Male users aged from 21 to 33 are the most active.
Age <18 18-22 23-30 31-40 > 41
M F

8. Weibo User Attributes: Regional Demographic
 The users distribution of Weibo shows a downward trend. Users in 2nd and 3rd tier cities make up
more than half of Weibo’s users.
 The majority of Weibo users are from the developed districts and populous provinces such as the
Pearl River Delta region, Yangtze River Delta region, Beijing, etc.
1st Tier City
16%
2nd Tier City
25%
3rd Tier City
26%
4th Tier City
30%
HK, Macao, Taiwan &
Overseas 2%

9. 2.
WEIBO CONTENT

10. Funny
Finance & Economics
Music
Media
Movie
TV Drama
Celebrities
Variety Shows
Fashion
Cosmetics
BeautiesRegional Blogger
Comics & Animation
Sports Education
Reading & Writers
Fine Food
• Average Monthly Views of the 17
topics exceed 10 Billion.
• Entertainment is the most engaged
topic on Weibo.
• Finance & economics, education,
comics & animation are also highly
engaged topics.
Most Engaged Weibo Topics

11. Pictures Are Still the Main Posting Format on Weibo
with
Pictures
with
Linkage
with
Video
with
Music
Common Posting Formats on Weibo
from January to September in 2016
 Pictures remain the most popular posting format;
 Since 2016, Weibo has enriched its content formats
and functions to enhance the user experience:
• Introduce live video streaming service to strengthen its
coverage and communication in short form video;
• Allow users to add shorten URLs in posts, in order to gu
ide traffic and improve the conversion rate;
• Enhance its music sharing experience by cooperating
with music platforms.

12. Short Form Video: Experiences Huge Growth
 In 2016, Weibo enriched its video content by upgrading and increasing its video interfaces;
 The participation of stars and online celebrities has also strengthened the popularity of short form video on Weibo.
 According to the data, the video views of short form video during the third quarter of 2016 surged 740% compared
with the corresponding period of 2015.
2015Q3 2016Q3
Reward Function

13. Live Video Streaming Developed Rapidly in 2016
 The excellent part in the live video
streaming can be recorded and
utilized for other purposes.

14. Over 23 Million Live Streams Were Broadcast
in the Q3 2016
 Over 23 million times of live streams were broadcasted in the third quarter of 2016, more than 260 thousand times
everyday, and watched by 5.38 million people.
 The times of live streams in the third quarter increased 124% compared with the second quarter.
>23m Times
of Live Streams
2016Q2 2016Q3

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*This is a translation copy of <微博用户发展报告> by Weibo Data Center. The original report was modified due to editorial reason.