DIGITAL,MOBILE,ANDSOCIALMEDIAINCHINA

BBHASIA‐PACIFICDATASNAPSHOTSERIES

APRIL2011

Source:ChinaInternetWatch

34%that’sroughly

penetraIon

Source:ChinaInternetWatch

( )

Source:ChinaInternetWatch

58%ofChineseinternetusersareunder30yearsold

Source:ChinaInternetWatch

56%ofChineseinternetusersaremale

Source:ChinaInternetWatch

27%ofChineseinternet

usersliveinruralareas

Source:ChinaInternetNetworkInforma6onCenter

88%ofChineseinternetusersaccessthewebfromhome

Source:ChinaInternetWatch

98%broadbandpenetraIonamongstinternetusers:

Source:ChinaInternetWatch

150Chinesewebusersspendanaverageof

minutesonlineeverysingleday

Source:ChinaInternetWatch

5hoursChinesepeopleaged18‐27spendalmost

everyday

Source:BergströmTrends

onemailandtheweb

58% 17%ofChineseneIzens

spend3hourseachdayontheinternet

ofChineseneIzensspend3hourseachday

watchingTV

vs.

Source:MillwardBrownDynamicLogic

87%ofChineseinternetusersusetheinternetandwatchtelevisionatthesameIme

Source:MillwardBrownDynamicLogic

4hoursChineseneIzensspendroughly

Source:McKinsey

aweekstreamingmusicorvideos

$ Source:Taobao

66%ofChineseinternetusersaccessviamobilephones

Source:ChinaInternetWatch

879,000,000mobilephonesubscribersinChina

Source:DigiTimes,Feb2011

2.7billionaveragenumberofSMSessentinChinaeverydayinFebruary2011:

Source:DigiTimes,Feb2011

InChina,peoplecanusemobilephonesto:

Source:enovate;YouthResearchPartners

buyStarbuckscoffee

buysubwayIckets

dotheirbanking

dotheirshopping

buylo`eryIckets

¥€$

88

70%ofChinesepeoplesay

they“can’tlivewithout”theirmobilephones

Source:Synovate

303,000,000mobileinternetusersinChina

Source:ChinaInternetWatch

Source:Wikipedia

2in3mobilewebusersinChinauseinstantmessengerapps

Source:ChinaInternetWatch

40%ofChineseneIzensare‘contentcreators’

(that’salmosttwicetherateseenintheUSA)

Source:Forrester

235,000,000numberofsocialmediausersinChina:

Source:ChinaInternetNetworkInforma6onCenter

( ) Source:eMarketer

92%ofChineseneIzensvisitsocialmediasitesatleastthreeImesperweek

Source:ShanghaiBusinessReview,Feb2011

34%ofChinesesocialmedia

userslogineverysingleday

Source:AppLeap

halfofChinesesocialmediausersareintheir20s

Source:ChinaInternetNetworkInforma6onCenter

27%ofChinesesocialmediausershavecreatedaprofileon

5ormoresocialmediasites

Source:ShanghaiBusinessReview,Feb2011

636,000,000

Source:Tencent,viaWikipedia,Mar2011

numberofregisteredusersonQQ(China’smostpopularinstantmessengerservice):

that’sroughlyasmanyusersastheworldwideaudienceof( )

Source:comparedtopressreleasefromFacebook

481,000,000numberofregisteredQzoneprofiles:

Source:ResonanceChina

(anecdotally,manyusershavemorethanoneQzoneprofile)

51.com:178millionrenren:170million

SinaWeibo:100million

otherlargesocialnetworksinChina:

Source:(1)ChinaInternetWatch;(2)ResonanceChina;(3)SinaWiebopressrelease

87%ofChinesesocialmediausers

have‘friended’orfollowbrands

Source:eMarketer,Apr2010

77%ofChineseinternetusersbelieveasocialmediapresencemakes

abrandmorea`racIve

Source:MillwardBrownDynamicLogic

295millionnumberofbloggersinChina:

Source:ChinaInternetNetworkInforma6onCenter

98,000,000peopleinChinausingBBSs:

Source:ChinaInternetNetworkInforma6onCenter

(BBSsareonlineBulle6nBoardSystems)

81%ofChineseyouthcheckonlinecommentsbefore

makingapurchasedecision

Source:slideshare.net/Jarrahbear

304,000,000numberofonlinegamersinChina:

Source:ChinaInternetNetworkInforma6onCenter

Source:Wikipedia

$ Source:slideshare.net/dellsocialmedia

SimonKemp(@eskimon)

EngagementPlanner,BBHAsia‐Pacific

simon.kemp@bbh‐asiapac.com.sg

+6565003071