we are social's guide to social, digital, and mobile in china, dec 2011

CHINA�SOCIAL, DIGITAL�AND MOBILE IN�

DECEMBER 2011 �we are social�

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FOR MORE INFO ON THIS REPORT, PLEASE �CONTACT SIMON KEMP AT WE ARE SOCIAL:�

SIMON.KEMP@WEARESOCIAL.SG �

@WEARESOCIALSG �

+65 9146 5356 �

DJESKI�

HTTP://WEARESOCIAL.SG �

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CHINA�

536,000,000�

916,500,000 �MOBILE SUBSCRIBERS�

485,000,000 �INTERNET USERS�

1,339,724,852�TOTAL POPULATION�

INTERNET PENETRATION�

MOBILE PENETRATION�

67%�

40%�

36%�

USERS ON TOP SOCIAL NETWORK� SOCIAL NETWORK PENETRATION�

URBAN�

50%� 50%�

RURAL �

SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011; �LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011 �

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THE NUMBER OF INTERNET USERS IN CHINA IS GREATER �THAN THE TOTAL POPULATION OF WESTERN EUROPE �

INTERNET USERS IN CHINA�485,000,000 � 412,787,000�

TOTAL POPULATION OF EUROPE �

VS�

SOURCE: INTERNET WORLD STATS ACCESSED NOVEMBER 2011 COMPARED TO UN DATA, JUNE 2011 �

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10,000,000 �NEW INTERNET USERS IN CHINA�

THERE ARE AROUND �

SOURCE: CHINA INTERNET WATCH �

EVERY MONTH �

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130,000,000 �NUMBER OF RURAL INTERNET USERS IN CHINA�

SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE �

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CHINESE NETIZENS BELIEVE THE INTERNET�IS THE MOST ENGAGING MEDIUM –�

EVEN MORE ENGAGING THAN TV�

SOURCE: SYNOVATE, AS CITED IN PENN OLSON�

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58%�OF CHINESE NETIZENS �SPEND 3 HOURS EACH �DAY ON THE INTERNET�

17% �OF CHINESE NETIZENS �SPEND 3 HOURS EACH �

DAY WATCHING TV�

SOURCE: MILLWARD BROWN DYNAMIC LOGIC �

VS�

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77% �ENGAGEMENT SCORE OF�

THE INTERNET AS A MEDIUM AMONGST CHINESE NETIZENS �

73%�ENGAGEMENT SCORE OF

TELEVISION AS A MEDIUM AMONGST CHINESE NETIZENS �

SOURCE: SYNOVATE, AS CITED IN PENN OLSON�

VS�

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150 MINUTES �ONLINE EVERY DAY �

CHINESE NETIZENS�SPEND AN AVERAGE OF�

SOURCE: CHINA INTERNET WATCH �

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CHINESE PEOPLE AGED 18 - 27 SPEND ALMOST�

5 HOURS PER DAY �USING EMAIL AND THE WEB�

SOURCE: BERGSTRÖM TRENDS�

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87%�OF CHINESE INTERNET USERS ACCESS THE �

INTERNET AND WATCH TV AT THE SAME TIME �

SOURCE: MILLWARD BROWN DYNAMIC LOGIC �

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41%�OF THEIR ONLINE TIME �ON SOCIAL NETWORKS�

CHINA’S NETIZENS SPEND �

SOURCE: DCCI, AS CITED IN THE NEXT WEB�

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77% �OF CHINESE WEB USERS BELIEVE A SOCIAL MEDIA�

PRESENCE MAKES A BRAND MORE ATTRACTIVE �

SOURCE: MILLWARD BROWN DYNAMIC LOGIC �

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TOP SOCIAL NETWORKS IN CHINA BY USER NUMBERS�

SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011 �

RENREN�SINA�WEIBO�

137 M �

250 M �

KAIXIN�

116 M �

QZONE �

536 M �

TENCENT�WEIBO�

310 M �

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AGE BREAKDOWN OF USERS ON CHINESE SOCIAL NETWORKS �

QZONE � RENREN� KAIXIN� DOUBAN� PENGYOU� 51.COM �

50+ �

40-49 �

35-39 �

30-34 �

25-29 �

20-24 �

15-19 �

<14 �7%�

29%�

17% �

32%�

8%�5%�

1%�

1%�

6%�

29%�

13%�

38%�

5%�6%�

1%�

1%�

4%�

28%�

23%�

29%�

10%�4%�

<1%�

2%�

6%�

30%�

16% �

34%�

7%�6%�

1%�

1%�

6%�

33%�

13%�

37%�

7%�3%�

1%�

1%�

4%�

26%�

17% �

29%�

15% �

7%�

1%�

2%�

SOURCE: ENFODESK, AS CITED IN CHINA INTERNET WATCH �

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2.78 �SOCIAL MEDIA PROFILES�

THE AVERAGE CHINESE �SOCIAL MEDIA USER HAS�

SOURCE: CHINA INTERNET WATCH �

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530,000,000 �ACTIVE USER ACCOUNTS�

QZONE HAS MORE THAN �

SOURCE: SITE-REPORTED FIGURES, AS CITED IN CHINA INTERNET WATCH �

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…THAT’S 3 TIMES GREATER THAN THE TOTAL USER �BASE OF FACEBOOK ACROSS THE WHOLE OF ASIA�

SOURCE: BASED ON LATEST SITE-REPORTED FIGURES �

530 M �ACTIVE QZONE �

USERS IN CHINA�

172 M �ACTIVE FACEBOOK�

USERS ACROSS ASIA�

VS�

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OF THE NUMBER �OF QZONE USERS�

THE NUMBER OF FACEBOOK�USERS IN CHINA IS LESS THAN�

1%�

SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011 �

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…BUT CHINA STILL HAS MORE �FACEBOOK USERS THAN ESTONIA�

FACEBOOK USERS IN CHINA�493,460 � 436,240�

FACEBOOK USERS IN ESTONIA�

VS�

SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011 �

we are social� SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011 �

18-24:�38%�

13-17:�11%�

25-34:�35%�

35--44:�11%�

45-54:�3%�

65+:�2%�

55-64:�1%�

MALE:�59%�

FEMALE:�41%�

FACEBOOK DEMOGRAPHICS IN CHINA�

SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011 �we are social�

# � BRAND PAGE � LIKES� GROWTH �1 � PCCW CUSTOMER SERVICES (OFFICIAL) � 6,669 � 0.00%�2 � FLYING BLUE CLUB CHINA� 5,183 � 8.84%�3 � SUNTEKSTORE � 4,208 � 21.35%�4 � WHOLESALE-DRESS.NET� 1,382 � 0.00%�

TOP FACEBOOK PAGES IN CHINA�

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GROWTH IN THE �NUMBER OF PEOPLE USING �

‘WEIBOS’ IN THE FIRST HALF OF 2011:�

209%�

SOURCE: PENN OLSON�

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MORE PEOPLE USE WEIBOS�IN CHINA THAN LIVE IN THE �

WHOLE OF THE UNITED STATES �

SOURCE: BASED ON SITE-REPORTED FIGURES AND UN DATA, JUNE 2011 �

(! )!

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DAILY ACTIVE USERS OF�CHINA’S BIGGEST MICROBLOGS:�

SOURCE: SITE-REPORTED FIGURES AS CITED ON CHINA INTERNET WATCH �

SINA�WEIBO�

TENCENT WEIBO�

25 M �50 M �VS�

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910,000 �PEOPLE IN CHINA STILL VISIT�TWITTER.COM EVERY MONTH �

TWITTER IS USUALLY �BLOCKED IN CHINA, BUT�

SOURCE: GOOGLE AD PLANNER �

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1,500,000 �NUMBER OF USERS ON JIEPANG, CHINA’S�

HOTTEST LOCATION-BASED SOCIAL NETWORK:�

SOURCE: SITE-REPORTED NUMBERS, AS CITED IN BUSINESS WIRE �

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8,000,000 �NUMBER OF USERS ON CHINA’S�

TIANJI PROFESSIONAL SOCIAL NETWORK:�

SOURCE: SITE-REPORTED NUMBERS, AS CITED IN PENN OLSON�

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1,854,000 �NUMBER OF LINKEDIN USERS IN CHINA:�

SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011 �

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700,000,000 �REGISTERED USERS�

QQ, CHINA’S LARGEST INSTANT�MESSENGER PLATFORM, HAS MORE THAN�

SOURCE: LATEST SITE-REPORTED FIGURES AS AT NOVEMBER 2011 �

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QQ’S ‘POPULATION’ IS MORE THAN�DOUBLE THE POPULATION OF THE USA�

SOURCE: BASED ON LATEST SITE-REPORTED FIGURES AS AT NOVEMBER 2011 AND UN DATA, JUNE 2011 �

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$ �US$ 760,000,000 �IN THE THIRD QUARTER OF 2011 ALONE �

QQ’S OWNERS – TENCENT – MADE MORE THAN�

SOURCE: SITE-REPORTED FIGURES �

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$5,737 �PER MINUTE �

THAT’S ABOUT�

SOURCE: SITE-REPORTED FIGURES �

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465,000,000 �ONLINE VIDEO VIEWERS IN CHINA IN 2011:�

SOURCE: CHINA INTERNET WATCH �

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26,449,000 �DAILY VISITORS TO YOUKU.COM, �

CHINA’S EQUIVALENT OF YOUTUBE: �

SOURCE: CHINA INTERNET WATCH �

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THAT’S MORE THAN THE �POPULATION OF AUSTRALIA�

SOURCE: UN, JUNE 2011 �

(! )!

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40%�OF CHINESE NETIZENS ARE ‘CONTENT CREATORS’�

(THAT’S MORE THAN TWICE THE RATE IN THE USA) �

SOURCE: FORRESTER �

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77.5 BILLION�WEB SEARCHES IN Q3 2011 ALONE �

CHINESE NETIZENS CONDUCTED MORE THAN�

SOURCE: CHINA INTERNET WATCH �

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10,000 �EVERY SECOND �

THAT’S ALMOST�

SOURCE: CHINA INTERNET WATCH �

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173,000,000 �ONLINE SHOPPERS IN CHINA:�

SOURCE: CHINA INTERNET WATCH �

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US$ 26,750,000,000 �VALUE OF CHINESE E-COMMERCE IN Q2 2011: �

SOURCE: CHINA INTERNET WATCH �

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ON AN ANNUALISED BASIS, THAT’S�MORE THAN THE GDP OF VIETNAM �

SOURCE: WIKIPEDIA�

(! )!

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US$ 600 �PER PERSON PER YEAR �

ONLINE SHOPPERS IN CHINA�SPEND AN AVERAGE OF�

SOURCE: PROJECTED FROM DATA FROM CHINA INTERNET WATCH �

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5 HOURS PER WEEK�SHOPPING ON THE INTERNET�

CHINESE NETIZENS SPEND AN AVERAGE OF�

SOURCE: TNS DIGITAL LIFE �

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48,000 �AVERAGE NUMBER OF ITEMS SOLD �EVERY MINUTE ON TAOBAO.COM:�

SOURCE: ALIBABA�

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US$ 817,000,000 �VALUE OF TRANSACTIONS ON TAOBAO�

ON 11 NOVEMBER 2011 ALONE: �

SOURCE: TAOBAO FIGURES AS CITED IN CHINA INTERNET WATCH �

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$9,456 �EVERY SECOND �

THAT’S ABOUT�

SOURCE: TAOBAO FIGURES AS CITED IN CHINA INTERNET WATCH �

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42,000,000 �NUMBER OF PEOPLE USING �

GROUP BUYING SITES IN CHINA:�

SOURCE: CHINA DAILY �

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81%�OF CHINESE YOUTH CHECK ONLINE COMMENTS�

BEFORE MAKING A PURCHASE DECISION�

SOURCE: SLIDESHARE.NET/JARRAHBEAR �

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66%�OF CHINESE INTERNET USERS �ACCESS VIA MOBILE DEVICES�

SOURCE: CHINA INTERNET WATCH �

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PEOPLE IN CHINA CAN USE THEIR MOBILE PHONES TO:�

SOURCE: ENOVATE �

BUY STARBUCKS COFFEE �

BUY SUBWAY TICKETS�

DO THEIR BANKING �

DO THEIR SHOPPING �

BUY LOTTERY TICKETS�

¥€$ �

88 �

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70%�OF CHINESE PEOPLE SAY THEY �

CAN’T LIVE WITHOUT THEIR PHONE �

SOURCE: SYNOVATE �

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MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS: HTTP://WEARESOCIAL.SG �

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SIMON KEMP �MANAGING DIRECTOR �

@ESKIMON�SIMON.KEMP@WEARESOCIAL.SG �

HTTP://WEARESOCIAL.SG �

LAM CAI YU�ACCOUNT EXECUTIVE �@HICAIS�CAIYU.LAM@WEARESOCIAL.SG �HTTP://WEARESOCIAL.SG �