we are social - guide to social digital and mobile in china 2014

wearesocial.sg • @wearesocialsg • 1 We Are Social

CHINA DIGITAL LANDSCAPE 2014

WE ARE SOCIAL’S SNAPSHOT OF KEY DIGITAL DATA & STATISTICS

we are social


IF YOU’D LIKE HELP TRANSLATING THESE FINDINGS INTO A POWERFUL SOCIAL STRATEGY, CONTACT US:

[email protected]

@WEARESOCIALSG

+65 6423 1051

WEARESOCIAL.SG

http://wearesocial.sg

mailto:[email protected]

http://twitter.com/wearesocialsg



CHINA COUNTRY OVERVIEW


TOTAL POPULATION

INTERNET USERS

MOBILE SUBSCRIBERS

INTERNET PENETRATION

URBAN

MOBILE PENETRATION

RURAL

ACTIVE QZONE USERS QZONE PENETRATION

CHINA: SNAPSHOT APR 2014

1,362,000,000

618,000,000

625,000,000

1,240,000,000

53% 47%

45%

46%

91%

• Sources: NBS of China, CNNIC, Tencent, MIIT of China. Qzone is China’s largest active SNS


1,362,000,000 CURRENT POPULATION IN CHINA

• Source: NBS of China (accessed Apr 2014)


51% OF THE POPULATION

IN CHINA IS MALE

• Source: NBS of China (accessed Mar 2014)


53% OF THE POPULATION IN

CHINA LIVES IN URBAN AREAS

• Source: NBS of China (accessed Mar 2014)


INTERNET USE IN CHINA


618,000,000 INTERNET USERS IN CHINA

THERE ARE

• Source: CNNIC (Jan 2014)


THAT’S NEARLY TWICE THE POPULATION OF THE USA

• Sources: CNNIC (Jan 2014), US Census Bureau (accessed Mar 2014)


45%

CHINA HAS AN INTERNET PENETRATION OF

• Sources: CNNIC (Jan 2014), NBS of China (accessed Mar 2014)


29% OF NETIZENS IN CHINA LIVE IN RURAL AREAS

ONLY



14%

BUT IN 2013, RURAL INTERNET USERS IN CHINA INCREASED BY



INTERNET PENETRATION IN CHINA BY REGION

BE!ING SHANGHAI

75% 71% GUANGDONG

66%


� � �


25 HOURS ON THE INTERNET EVERY WEEK

THE AVERAGE CHINESE NETIZEN SPENDS



3.45 MB/S

THE AVERAGE INTERNET CONNECTION SPEED IN CHINA IS

• Source: ChinaCache, as cited in Jinghua.cn (Feb 2014)


SHANGHAI HAS THE FASTEST INTERNET IN CHINA

WITH A SPEED OF 5.4 MB/S,

• Source: ChinaCache, as cited in Jinghua.cn (Feb 2014)


81% OF CHINESE NETIZENS ACCESS THE

INTERNET VIA A MOBILE DEVICE



DEVICES THAT CHINESE NETIZENS USE TO GO ONLINE

MOBILES DESKTOPS

81% 70% LAPTOPS

44%



TOP ONLINE ACTIVITIES IN CHINA

INSTANT MESSAGING

ONLINE NEWS

86% 80% SEARCH ENGINE

79% ONLINE MUSIC

73%



532,000,000 UNIQUE USERS OF INSTANT

MESSAGING IN CHINA

THERE ARE AT LEAST



808,000,000 ACTIVE ACCOUNTS AT

THE END OF 2013

QQ, CHINA’S TOP MESSAGING PLATFORM HAD

• Source: Tencent (Mar 2014)


490,000,000 SEARCH ENGINE USERS IN CHINA

THERE ARE AT LEAST

• Source: CNNIC (Dec 2013)


SEARCH ENGINE USAGE IN CHINA APR 2014

98%

43% 39% 35%

24%

SOGOU 360 BAIDU GOOGLE SOSO

• Source: CNNIC (Dec 2013)


FASTEST GROWING ONLINE ACTIVITIES IN CHINA

GROUP BUYING

TRAVEL BOOKING

+69% +62% ONLINE

SHOPPING

+25% ONLINE

PAYMENT

+18%



SOCIAL MEDIA USE IN CHINA


625,000,000 MONTHLY ACTIVE USERS

QZONE, THE LARGEST SOCIAL NETWORK IN CHINA, HAS



THAT’S MORE THAN HALF OF FACEBOOK’S

GLOBAL MONTHLY ACTIVE USERS

• Sources: Tencent (Mar 2014), Facebook (Jan 2014)


TOP SOCIAL NETWORKS IN CHINA APR 2014

600M 580M 556M

206M 160M

RENREN TENCENT WEIBO

WECHAT SINA WEIBO

KAIXIN

• Sources: CIC (Dec 2013), Tencent, Sina, Renren and Kaixin (accessed Apr 2014)

BY REGISTERED USERS


TOP SOCIAL NETWORKS IN CHINA APR 2014

625M

355M

129M

RENREN WECHAT QZONE SINA WEIBO MOMO

45M 40M

• Sources: Tencent, Sina and Tech.qq.com (Mar 2014), Immomo.com (Feb 2014)

BY MONTHLY ACTIVE USERS


37% OF CHINESE SOCIAL NETWORK USERS USE ALL OF WEIBO, WECHAT AND SNS

• Source: CNNIC (Nov 2013)


46% OF CHINESE SOCIAL NETWORK USERS

USE BOTH WEIBO AND WECHAT




WECHAT, THE POPULAR MESSAGING APP OWNED BY TENCENT, HAS



THAT'S 79% OF WHATSAPP’S TOTAL GLOBAL MONTHLY

ACTIVE USERS

• Sources: Tencent (Mar 2014), WhatsApp (Feb 2014)


74% OF WECHAT USERS CHECK WECHAT AFTER THEIR MEAL



TIMING OF WECHAT USAGE

AFTER MEAL

BEFORE SLEEP

74% 73% WHILE

COMMUTING

55% AT WORK OR STUDY

51%



75% OF WECHAT USERS ARE USING

‘MOMENTS’, THE TIMELINE FEATURE



TOP ACTIVITIES ON WECHAT

TEXT MESSAGING

VOICE MESSAGING

92% 90% USING

‘MOMENTS’

75% GROUP

CHATTING

62%




SINA WEIBO HAS

• Source: Sina (Mar 2014)

wearesocial.sg • @wearesocialsg • 40 We Are Social • Source: Sina Weibo Data Center (Dec 2013)

MORE THAN HALF OF SINA WEIBO’S USERS

WERE BORN AFTER 1990


73% OF SINA WEIBO USERS ACCESS

WEIBO FROM MOBILE

• Source: Sina Weibo Open Platform (accessed Apr 2013)


TIMING OF WEIBO USAGE

AFTER MEAL

BEFORE SLEEP

65% 62% AT WORK OR STUDY

39% WHILE

COMMUTING

38%



TOP ACTIVITIES ON WEIBO

SHARING INFORMATION

READING NEWS

70% 70% MAKING POSTS

65% ENJOYING

VIDEOS/MUSIC

52%



企业版

404,000 CORPORATE WEIBO

ACCOUNTS ON SINA WEIBO

THERE ARE ALREADY

• Source: Sina Weibo Data Center (Dec 2013)


$56,000,000

IN Q4 2013, SINA WEIBO GENERATED AN ADVERTISING REVENUE OF

• Source: Sina (Feb 2014)


163%

IN Q4 2013, SINA WEIBO’S ADVERTISING REVENUE SAW Y-O-Y GROWTH OF

• Source: Sina (Feb 2014)


820,000 USERS IN CHINA

FACEBOOK HAS AROUND

• Source: Facebook (accessed Mar 2014)


4,000,000 USERS IN CHINA

LINKEDIN HAS OVER

• Source: LinkedIn (Feb 2014)


DAJIE TIANJI 24 M 18 M

USERS ON TOP PROFESSIONAL SOCIAL NETWORKS IN CHINA

• Sources: Dajie.com (accessed Apr 2014), Tianji.com (accessed Apr 2014)


豆 200,000,000 MONTHLY UNIQUE VISITORS

DOUBAN, A POPULAR INTEREST- BASED SNS IN CHINA HAS

• Source: Douban (accessed Mar 2014)


瓣

豆 ONE THIRD OF MOVIE VIEWERS IN CHINA

ARE DOUBAN USERS

• Source: Douban (accessed Mar 2014)


428,000,000 ONLINE VIDEO VIEWERS IN CHINA

THERE ARE AT LEAST



400,000,000 UNIQUE VIEWERS EVERY MONTH

YOUKU AND TUDOU, THE TOP CHINESE ONLINE VIDEO SITES, ATTRACT

• Source: Youku Tudou Inc. (accessed Mar 2014)


THAT’S 40% OF YOUTUBE’S

GLOBAL UNIQUE USERS

• Sources: Youku Tudou Inc. (accessed Mar 2014), YouTube (accessed Mar 2014)


58% OF CHINESE ONLINE VIDEO USERS

WATCHED VIDEOS ON MOBILE IN 2013



MOBILE PHONE USAGE IN CHINA


1,240,000,000

THE NUMBER OF MOBILE PHONE SUBSCRIPTIONS IN CHINA IS

• Source: MIIT of China (Mar 2014)


THAT’S MORE THAN 6 TIMES

THE POPULATION OF BRAZIL

• Sources: MIIT of China (Mar 2014), US Census Bureau (accessed Mar 2014)


91%

CHINA HAS A MOBILE SUBSCRIPTION PENETRATION OF

• Sources: MIIT of China (Mar 2014), MBS of China (accessed Mar 2014)


640,000,000 UNIQUE MOBILE PHONE

USERS IN CHINA

THERE ARE AROUND

• Source: GSMA Intelligence


THE AVERAGE PHONE USER IN CHINA HAS 1.95 ACTIVE MOBILE

SUBSCRIPTIONS

• Sources: extrapolated from GSMA Intelligence and MIIT of China (Mar 2014)


PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS

THAT ARE PRE-PAID

PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS

THAT ARE POST-PAID

PERCENTAGE OF MOBILE SUBSCRIPTIONS THAT

ARE 3G CONNECTIONS

• Source: GSMA Intelligence

APR 2014

3G

CHINA’S MOBILE CONTRACTS BY TYPE

79% 21% 34%


700,000,000 ACTIVE SMART MOBILE DEVICES

IN CHINA, THERE ARE OVER

• Source: Umeng (Mar 2014)


430,000,000 3G MOBILE SUBSCRIBERS

CHINA HAS ROUGHLY

• Source: MIIT of China (Mar 2014)


500,000,000 MOBILE INTERNET USERS IN CHINA

THERE ARE OVER



19%

IN 2013, CHINA’S MOBILE INTERNET USERS GREW BY



TOP ONLINE ACTIVITIES OF MOBILE INTERNET USERS IN CHINA

INSTANT MESSAGING

ONLINE NEWS

86% 73% MOBILE SEARCH

73% ONLINE MUSIC

58%



100,000,000 REGISTERED USERS

MOMO, A POPULAR LOCATION- BASED SOCIAL NETWORKING APP HAS

• Source: Immomo.com (Feb 2014)


KUAIDI DIDI 14 M 9 M

NUMBER OF PEOPLE USING MOBILE TAXI BOOKING APPS EACH MONTH:

• Source: iResearch (Mar 2014)

TAXI%


E-COMMERCE IN CHINA


300,000,000 ONLINE SHOPPERS IN CHINA

THERE ARE MORE THAN



500,000,000 REGISTERED USERS

TAOBAO, CHINA’S BIGGEST ONLINE RETAIL PLATFORM, HAS

• Source: Taobao.com (accessed Apr 2014)


$296 BILLION

IN 2013, THE MARKET SIZE OF ONLINE SHOPPING IN CHINA REACHED

• Sources: based on data from iResearch (Jan 2014)


$1,000 ON ONLINE SHOPPING

IN 2013, EACH CHINESE ONLINE SHOPPER SPENT ALMOST

• Sources: Based on data from iResearch (Mar 2014), CNNIC (Jan 2014)


GROUP BUYING IS THE FASTEST GROWING ONLINE

ACTIVITY AMONGST CHINESE NETIZENS



260,000,000 ONLINE PAYMENT USERS IN CHINA

THERE ARE AT LEAST



$865 BILLION

IN 2013, THE TOTAL VOLUME OF THIRD-PARTY ONLINE PAYMENT REACHED

• Sources: based on data from iResearch (Jan 2014), CNNIC (Jan 2014)


$3,327�VIA THIRD-PARTY ONLINE PAYMENT�

IN 2013, EACH CHINESE ONLINE PAYMENT USER SPENT�

• Source: Based on data from iResearch (Jan 2014)


300,000,000 VERIFIED USERS AT THE END OF 2013

ALIPAY, THE TOP CHINESE THIRD-PARTY PAYMENT PLATFORM, HAD NEARLY

• Source: Alipay.com (accessed Mar 2014)


THAT'S MORE THAN TWICE THE NUMBER OF GLOBALLY ACTIVE PAYPAL ACCOUNTS

• Sources: Tencent (Mar 2014), PayPal (Mar 2014)


M-COMMERCE IN CHINA


9% OF THE ONLINE SHOPPING MARKET IN CHINA IN 2013

MOBILE SHOPPING REPRESENTED�

• Source: Based on data from iResearch (Mar 2014)


169%�

IN 2013, THE MARKET SIZE OF MOBILE SHOPPING IN CHINA INCREASED BY�

• Source: Based on data from iResearch (Mar 2014)


48% OF ONLINE SHOPPERS IN CHINA

ARE ALSO MOBILE SHOPPERS



160%

IN 2013, THE NUMBER OF MOBILE SHOPPERS IN CHINA INCREASED BY



48% OF TOTAL ONLINE PAYMENT USERS

MOBILE PAYMENT USERS IN CHINA ACCOUNT FOR



127%

IN 2013, THE NUMBER OF PEOPLE USING MOBILE PAYMENTS IN CHINA GREW BY



2,780,000,000 MOBILE PAYMENTS WERE

MADE ON ALIPAY

IN 2013, A TOTAL OF



THAT’S NEARLY 5,300 MOBILE PAYMENTS

EVERY MINUTE



88% OF SINA WEIBO USERS ARE ALSO

USERS OF MOBILE PAYMENT



3 IN 4 MOBILE PAYMENT USERS ON SINA

WEIBO HAVE USED ALIPAY



18-22 YEARS OLD

NEARLY HALF OF MOBILE PAYMENT USERS ON SINA WEIBO ARE



FIND OUT MORE AT WEARESOCIAL.SG


Making Friends & Influencing People • 45 We Are Social

WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.

WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.

WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER,

DIAGEO, NESTLÉ, HEINZ, AND LVMH.

IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL

US AT [email protected].

FIND OUT MORE AT WEARESOCIAL.SG.



mailto:[email protected]


WE ARE SOCIAL SINGAPORE

TIANYU XU & SIMON KEMP

@WEARESOCIALSG

[email protected]

+65 6423 1051

HTTP://WEARESOCIAL.SG


http://www.linkedin.com/in/tianyuxu

http://www.linkedin.com/in/eskimon

http://twitter.com/wearesocialsg

we are social - guide to social digital and mobile in china 2014

Business

total mobile

social top

online shopping

market size

accessed apr

accessed mar

sg wearesocialsg

paid percentage