we are social’s guide to social, digital and mobile in china (2nd edition, jan 2013)

we are social�

CHINA�SOCIAL, DIGITAL �AND MOBILE IN�

JANUARY 2013 �

FOR FURTHER INFORMATION AND OTHER REPORTS IN THE #SDMW SERIES, PLEASE �

CONTACT SIMON KEMP AT WE ARE SOCIAL:�

SAYHELLO@WEARESOCIAL.SG �

@WEARESOCIALSG �

+65 9146 5356 �

WEARESOCIAL.SG �

1,343,240,000 �

564,000,000 �

597,600,000 �

1,104,000,000 �

TOTAL POPULATION�

INTERNET USERS�

USERS ON TOP SOCIAL NETWORK�

MOBILE SUBSCRIBERS�

URBAN�

INTERNET PENETRATION�

SOCIAL NETWORKING PENETRATION�

MOBILE PENETRATION�

RURAL �

CHINA�JAN�2013 �

COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: US CENSUS BUREAU (JAN 2013) INTERNET: CHINA INTERNET

NETWORK INFORMATION CENTRE (JAN 2013); SOCIAL NETWORKS: TENCENT (AUG 2012) COMPARED TO OTHER SITE-REPORTED FIGURES; MOBILE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY (DEC 2012) � 3 �

51%�

42%�

44%�

82%�

49%�

CHINA’S�POPULATION�

1,343,240,000 �CURRENT POPULATION OF CHINA: �

SOURCE: US CENSUS BUREAU (ACCESSED JAN 2013) � 5 �

你好 IF YOU TOOK JUST 1 SECOND TO�

SAY HELLO TO EVERY PERSON IN CHINA, IT WOULD TAKE MORE THAN 42 YEARS �

TO GREET THE WHOLE COUNTRY �

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) � 6 �

6,710,000 �PEOPLE IN 2012 �

CHINA’S POPULATION GREW BY �

CHINA’S POPULATION IS �GROWING BY 1 PERSON�

EVERY 5 SECONDS �

CHINA’S POPULATION IS �GROWING BY 1 PERSON�

41%�OF CHINA’S POPULATION� IS UNDER THE AGE OF 30 �

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) � 9 �

36 �

MEDIAN AGE OF�CHINA’S POPULATION:�

43 �MAKE UP THE LARGEST �

SINGLE AGE GROUP IN CHINA�

PEOPLE AGED �

51%�OF CHINA’S POPULATION�LIVES IN URBAN AREAS �

SOURCE: CHINESE NATIONAL BUREAU OF STATISTICS (ACCESSED SEP 2012) � 12�

18,500,000 �CHINESE PEOPLE WILL MOVE FROM �

RURAL AREAS TO LIVE IN CITIES IN 2013 �

SOURCES: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) AND THE UNITED NATIONS, AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) � 13�

CHINA’S ECONOMIC SPECTRUM �

SOURCE: BBC (NOV 2012) � 14�

US-DOLLAR MILLIONAIRES �

PEOPLE LIVING �ON US$1 PER DAY �

1,000,000 � 150,000,000 �

THE INTERNET�IN CHINA�

15 �

NUMBER OF INTERNET USERS IN CHINA: �

564,000,000 �

SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) � 16 �

CHINA HAS THE LARGEST INTERNET POPULATION IN THE WORLD �

SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012); AND INTERNETWORLDSTATS� 17 �

THERE ARE MORE INTERNET USERS�IN CHINA THAN THERE ARE PEOPLE LIVING IN ALL OF WESTERN EUROPE �

SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012); AND THE US CENSUS BUREAU (NOV 2012) � 18�

42%�INTERNET PENETRATION IN CHINA: �

�SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) �

�19 �

50,900,000 �NEW INTERNET USERS�

IN 2012, CHINA ADDED �

THAT’S LIKE ADDING TWICE THE POPULATION OF AUSTRALIA�

SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) � 21�

…AND IS EQUAL TO ADDING 1.6 �NEW INTERNET USERS EVERY SECOND �

21 HOURS �

AVERAGE TIME CHINESE NETIZENS �SPEND ONLINE EACH WEEK:�

56%�OF CHINESE INTERNET �

USERS ARE MALE �

28%�OF CHINESE INTERNET USERS �

ARE FROM RURAL AREAS �

52%�OF THE GROWTH IN INTERNET USERS�IN CHINA IN THE FIRST HALF OF 2012�

HOWEVER, PEOPLE FROM �RURAL AREAS ACCOUNTED FOR �

YEARS OLD �

25 �

THE AVERAGE CHINESE �INTERNET USER IS�

SOURCE: TECH IN ASIA (OCT 2012) � 27�

80%�OF CHINESE INTERNET USERS ARE �BETWEEN THE AGES OF 10 AND 40 �

SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) � 28 �

25%�OF CHINA’S ONLINE POPULATION�

STUDENTS REPRESENT�

MOBILE INTERNET USERS OUTNUMBER �PC-BASED INTERNET USERS IN CHINA�

420,000,000 �MOBILE INTERNET USERS!

398,000,000 �PC-BASED INTERNET USERS!

DEVICES THAT CHINESE �NETIZENS USE TO GO ONLINE �

MOBILES� LAPTOPS�75%� 46%�

DESKTOPS �71% �

WHERE DO CHINA’S NETIZENS �ACCESS THE INTERNET FROM?�

OFFICE � SCHOOL �

32%� 16%�HOME �

92%�CYBERCAFÉ �

22%�

8,000,000 �NUMBER OF INTERNET USERS IN SHENZHEN:�

SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) � 33 �

INTERNET PENETRATION BY CHINESE CITY �

SHENZHEN� SHANGHAI�77% � 66%�

GUANGZHOU�73%�

BEIJING �70%�

72%�OF CHINESE NETIZENS HAVE �

BROADBAND INTERNET ACCESS �

88%�OF CHINA’S VILLAGES�

BROADBAND IS AVAILABLE IN�

SOURCE: SINA, AS CITED IN TECHINASIA (JAN 2013) � 36 �

60%�OF CHINA’S NEW RURAL NETIZENS ACCESS �

THE INTERNET VIA MOBILE DEVICES �

SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) � 37�

TOP ONLINE ACTIVITIES IN CHINA�

ONLINE �MUSIC �

ONLINE �VIDEOS�

77%� 66%�INSTANT�

MESSAGING �

83%�BLOGS AND �

SOCIAL MEDIA�

66%�SEARCH �ENGINE �

80%�

FASTEST GROWING ONLINE ACTIVITIES IN CHINA�

GROUP �BUYING �

WEIBO & �MICROBLOG �

+29%� +24%�ONLINE �

BANKING �

+33%�ONLINE �

SHOPPING �

+25%�ONLINE �

PAYMENTS�

+32%�

TOP BAIDU SEARCHES IN 2012 �

SOURCE: BAIDU, AS CITED IN CHINA INTERNET WATCH (DEC 2012) � 40 �

1.  TAOBAO�2.  QZONE �3.  4399.COM �4.  YOUKU�5.  MARUTO �

1.  NOVELS�2.  TAOBAO�3.  WECHAT�4.  NEWS�5.  DIAOYU ISLAND �

6.  BEAUTIES �7.  JOKES�8.  MILITARY NEWS�9.  VOICE OF CHINA�10. GANGNAM STYLE �

PC-BASED SEARCHES� MOBILE SEARCHES�6.  NBA�7.  WEIBO�8.  360BUY.COM �9.  ROCKING THE UNIVERSE �10. QVOD PLAYER �

SOCIAL MEDIA�IN CHINA�

41 �

THERE ARE AT LEAST�

597,600,000 �USERS OF SOCIAL MEDIA IN CHINA�

SOURCES: BASED ON DATA FROM TENCENT (AUG 2012) AND DATA FROM OTHER SOCIAL NETWORKS� 42 �

44%�SOCIAL MEDIA PENETRATION IN CHINA:�

SOURCES: BASED ON DATA FROM TENCENT (AUG 2012), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) � 43 �

91%�OF CHINA’S NETIZENS �

VISIT SOCIAL MEDIA SITES �

SOURCE: MCKINSEY (APR 2012) � 44�

67%�

THE SAME STATISTIC �FOR THE USA IS ONLY �

SOURCE: MCKINSEY (APR 2012) � 45 �

88%�OF CHINESE SOCIAL �

MEDIA USERS ARE ACTIVE�

46 MINUTES �EACH DAY VISITING �SOCIAL MEDIA SITES �

NETIZENS IN CHINA�SPEND AN AVERAGE OF�

19,000,000 �YEARS ON SOCIAL NETWORKING �

ACTIVITIES IN 2012 �

THIS SUGGESTS THAT CHINA’S SOCIAL �MEDIA USERS SPENT A COMBINED TOTAL OF�

SOURCES: BASED ON DATA FROM TENCENT (AUG 2012), AND MCKINSEY (APR 2012) � 48 �

SOURCES: TENCENT Q3 FINANCIAL REPORT; SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM; AND RENREN.COM (NOV 2012). FIGURES FOR PENGYU REPRESENT ACTIVE USERS. � 49 �

CHINA’S TOP SNS BY REGISTERED USERS�JAN�2013 �

712 M �

507M �

400 M �

QZONE �

TENCENT WEIBO�

SINA WEIBO�

259 M �PENGYOU�

172 M �RENREN�

SOURCES: TENCENT (JUN & AUG 2012); SINA (OCT 2012); RENREN� 50 �

CHINA’S SNS BY ACTIVE USERS �JAN�2013 �

598 M �

287 M �

277 M �

QZONE �

SINA WEIBO�

TENCENT WEIBO �

259 M �PENGYOU�

RENREN� 48 M �

56%�OF CHINA’S SOCIAL MEDIA USERS THROUGH ITS QZONE, TENCENT WEIBO, AND PENGYOU SITES �

TENCENT ACCOUNTS FOR �

SOURCE: TENCENT FINANCIAL REPORT (AUG 2012) � 51�

CHINA’S ‘FAVOURITE’ SOCIAL NETWORKS�APR �2012 �

TENCENT�WEIBO�

SINA�WEIBO�

QZONE � RENREN�

44%�

19% � 19% �

KAIXIN�

4 IN 5 �OF THE TOP SOCIAL NETWORKS �

IN ASIA ARE FROM CHINA�

SOURCES: BASED ON DATA FROM TENCENT; SINA; FACEBOOK AND TECHINASIA (2012) � 53 �

467,750,000 �USERS OF INSTANT MESSAGING SERVICES�

IN CHINA, THERE ARE OVER �

1,200,000,000 �ACTIVE INSTANT MESSAGING ACCOUNTS �

THESE USERS MAINTAIN MORE THAN�

SOURCE: ENFODESK, AS CITED IN CHINA INTERNET WATCH (DEC 2012) � 55 �

784,000,000 �ACTIVE ACCOUNTS�

EACH MONTH �

QQ’S INSTANT�MESSAGING PLATFORM HAS�

SOURCE: TENCENT (NOV 2012) � 56 �

167,000,000 �PEOPLE USING ITS INSTANT�

MESSAGING SERVICE AT THE SAME TIME �

IN AUGUST 2012, QQ REGISTERED �

SOURCE: TENCENT (AUG 2012) � 57�

38%�OF CHINA’S NETIZENS REVEALED THEIR �

REAL NAMES ON SOCIAL NETWORKING SITES �

UNTIL RECENTLY, BARELY �

SOURCE: NIELSEN (MAY 2012) � 58 �

84%�OF CHINA’S NETIZENS HAVE AN OPEN�

ATTITUDE TOWARDS PERSONAL PRIVACY �

SOURCE: NIELSEN, AS CITED IN CHINA INTERNET WATCH (DEC 2012) � 59 �

66%�OF CHINESE SOCIAL MEDIA�USERS FOLLOW BRANDS �

SOURCE: INSITES CONSULTING (SEP 2012) � 60 �

8 BRANDS�

ON AVERAGE, EACH OF CHINA’S �SOCIAL MEDIA USERS FOLLOWS�

SOURCE: DCCI (SEP 2012) � 61 �

80%�OF CHINESE NETIZENS CARE ABOUT COMMERCIAL

INFORMATION ON SOCIAL NETWORKING SITES �

SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) � 62 �

43%�OF CHINA’S NETIZENS ARE INTERESTED IN PRODUCTS SHARED BY FRIENDS ON SOCIAL NETWORKING SITES �

38%�OF CHINA’S NETIZENS REFER TO FRIENDS’ SNS

COMMENTS WHEN MAKING SHOPPING DECISIONS�

60%�

IN THE FIRST HALF OF 2012, THE VOLUME OF�SOCIAL SHARING IN CHINA INCREASED BY �

SOURCE: BAIDU INC, AS CITED IN CHINA INTERNET WATCH (SEP 2012) � 65 �

SOURCE: CHINA INTERNET WATCH (SEP 2012). FIGURES REPRESENT ACTIVITY FOR H1 2012 � 66 �

‘SHARE OF SHARING’ BY SNS PLATFORM �SEP �2012 �

RENREN�SINA�WEIBO�

QZONE � TENCENT�WEIBO�

44%�

12%�9%� 7%�

THE SOCIAL MEDIA PREFERENCES OF CHINA’S NETIZENS BY LIFE STAGE �

STUDENTS TEND TO USE SOCIAL NETWORK SITES �

GRADUATES TEND TO PREFER MICROBLOGS �

USES OF DIFFERENT SOCIAL �MEDIA BY CHINA’S NETIZENS �

LIKE WEIBO ARE USED FOR �FINDING AND SHARING INFORMATION�

ARE USED FOR FINDING AND INTERACTING WITH FRIENDS�

MICROBLOGS � SOCIAL NETWORKS �

89%�OF CHINESE NETIZENS �USE A WEIBO SERVICE �

SOURCE: DCCI, AS CITED IN CHINA INTERNET WATCH (OCT 2012) � 69 �

97% �OF SOCIAL MEDIA USERS �

IN CHINA ARE WEIBO USERS�

US$79,820,000�

ESTIMATED SIZE OF THE WEIBO �MARKET IN CHINA IN 2012:�

SOURCE: IRESEARCH (SEP 2012) � 71 �

57%�OF CHINA’S WEIBO �USERS ARE MALE �

SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) � 72 �

62%�OF CHINESE WEIBO �

USERS ARE MARRIED �

30% �OF CHINA’S WEIBO USERS HAVE �

MORE THAN ONE WEIBO ACCOUNT�

SOURCE: DCCI (SEP & OCT 2012) � 75 �

THE DEMOGRAPHICS OF WEIBO USERS�OCT�2012 �

19-25:�19% �

26-30:�30%�31-35:�

21%�

36-40:�12%�

41-45:�9%�

46-55:� 6%�

56-65:�3%�

FEMALE:�43%�

MALE:�57%�

COMPARING CHINA’S TOP WEIBOS�

SOURCES: TENCENT Q3 FINANCIAL REPORT (NOV 2012); SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM (NOV 2012); NIELSEN (MAY 2012) � 76�

ACTIVE USERS: 287 M �REGISTERED USERS: 400 M �NETIZEN PENETRATION: 73%�

USER LOCATION: TIER 1 & 2 CITIES�

ACTIVE USERS: 277 M �REGISTERED USERS: 507 M �

NETIZEN PENETRATION: 93%�USER LOCATION: TIER 3 & 4 CITIES�

SINA� TENCENT�VS�

59%�

SHENZHEN HAS THE HIGHEST RATE OF �WEIBO PENETRATION IN CHINA, AT�

5%�OF CHINA’S WEIBO USERS �ARE FROM RURAL REGIONS�

ONLY �

50%�OF WEIBO USERS ACCESS E-COMMERCE SITES AFTER

NOTICING RELEVANT INFORMATION ON WEIBO�

MORE THAN�

WEIBO’S INFLUENCE ON ONLINE SHOPPERS’ PURCHASE DECISIONS BY CATEGORY �

SOURCE: SINA WEIBO USERS REPORT (OCT 2012). FASHION ICONS C/O THE NOUN PROJECT. PURSE ICON BY MATHIAS VAGNI; SHOES ICON BY JULIA SODERBERG � 80 �

BOOKS, AUDIO �AND VIDEO�

CLOTHES, SHOES �AND BAGS�

42%� 35%�RESTAURANTS �

AND ENTERTAINMENT�

37% �

86% �OF TRENDING TOPICS ON WEIBO IN CHINA�

ORIGINATE FROM OPINION LEADERS �

SOURCE: INTERNET RESEARCH CENTER (JUL 2012) � 81�

94% �OF SINA WEIBO USERS IN CHINA�

HAVE USED ITS SEARCH FUNCTION�

SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012) � 82 �

28%�OF SINA WEIBO USERS USE THE SITE �

TO SEARCH FOR BRAND INFORMATION�

SOURCE: CHINA INTERNET NETWORK INFORMATION CENTER, AS CITED IN RESONANCE CHINA (AUG 2012) � 83 �

GLOBAL COMPARISON: TOP 5 USERS’ AVERAGE NUMBER OF FOLLOWERS�

SOURCES: TWITTER.COM AND WEIBO.COM (ACCESSED NOV 2012) � 84 �

TWITTER � SINA WEIBO�28,538,000� 24,280,000 �

230,000 �COMPANIES WITH A PRESENCE �

ON SINA WEIBO ��

THERE ARE MORE THAN�

SOURCE: SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM (NOV 2012) � 85 �

25%�OF FORTUNE 500 COMPANIES �HAVE A SINA WEIBO PRESENCE �

MORE THAN�

GOVERNMENT ACCOUNTS�ON SINA WEIBO �

60,000 �THERE ARE OVER �

SOURCE: SINA GOVERNMENT WEIBO REPORT (DEC 2012) � 87�

55% �OF SINA WEIBO USERS �

WERE BORN IN THE 1980S �

SOURCE: SINA WEIBO USERS REPORT (OCT 2012) � 88 �

61%�OF SINA WEIBO USERS HOLD A �

BACHELOR’S DEGREE OR HIGHER ��

54% �OF THE TOTAL GOODS�

AND SERVICES IN CHINA�

ALTHOUGH THEY ACCOUNT FOR JUST 30% OF THE POPULATION, SINA WEIBO USERS CONSUME �

55% �OF CHINA’S SINA�

WEIBO USERS ARE SINGLE �

SOURCE: SINA WEIBO USERS REPORT (OCT 2012) � 91�

20% �MORE TIME ON THE INTERNET COMPARED �

TO TWITTER USERS IN THE USA�

PEOPLE ACCESSING SINA WEIBO �FROM COMPUTERS IN CHINA SPEND �

35% �MORE TIME ON THE INTERNET COMPARED �

TO TWITTER USERS IN THE USA�

PEOPLE ACCESSING SINA WEIBO �FROM MOBILE DEVICES IN CHINA SPEND �

76% �OF SINA WEIBO USERS ARE OPEN�TO ADVERTISING ON MICROBLOGS �

SOURCE: SINA WEIBO USERS REPORT (OCT 2012) � 94�

72%�OF SINA WEIBO’S USERS ACCESS�THE SERVICE VIA MOBILE DEVICES �

SOURCE: SINA, AS CITED IN THE NEXT WEB (NOV 2012) � 95 �

SMARTPHONE USERS WHO BROWSE �SOCIAL MEDIA SITES VIA THEIR PHONES:�

CHINA� UNITED STATES �58%� 43%�

47%�

IN 2012, MOBILE WEIBO USERS �IN CHINA INCREASED BY �

89% �OF ALL CHINESE �

MICROBLOG USERS��

MOBILE WEIBO USERS�ACCOUNT FOR �

300,000,000 �

USERS OF TENCENT’S WECHAT�MOBILE INSTANT MESSAGING APP:�

SOURCE: TENCENT (JAN 2013) � 99 �

74% �OF WECHAT USERS IN�

CHINA ARE IN THEIR 20S �

SOURCE: DAMN DIGITAL (NOV 2012) � 100 �

63% �OF WECHAT USERS �IN CHINA ARE MALE �

SOURCE: DAMN DIGITAL (NOV 2012) � 101 �

700,000,000 �LOCATION-BASED ACTIONS �

EVERY DAY IN CHINA�

MOBILE QQ AND WECHAT LOG OVER �

SOURCE: TENCENT, AS CITED IN THE NEXT WEB (SEP 2012) � 102 �

8,000 � LOCATION-BASED ACTIONS �

EVERY SECOND �

THAT’S MORE THAN�

SOURCE: BASED ON DATA FROM TENCENT, AS CITED IN THE NEXT WEB (SEP 2012) � 103 �

631,100 �FACEBOOK USERS IN CHINA: �

SOURCE: SOCIALBAKERS (JAN 2013) � 104 �

CHINA RANKS 99TH ON THE LIST OF COUNTRIES BY FACEBOOK USERS, WITH MORE USERS THAN OMAN AND ESTONIA�

SOURCE: FACEBOOK AD MANAGER (SEP 2012) � 106 �

FACEBOOK IN CHINA�SEP �2012 �

FEMALE:�41%�

MALE:�59%�

18-24:�37%�

13-17:�6%�

25-34:�39%�

35--44:�12%�

45-54:�4%�

55-64:�1%�

65+:�1%�

70,000,000 �USERS OF PROFESSIONAL �

SOCIAL NETWORKS IN CHINA�

SOURCE: SOOTOO STATISTICS, AS CITED IN CHINA INTERNET WATCH (DEC 2012) � 107 �

SOURCES: SOOTOO.COM AS CITED IN CHINA INTERNET WATCH (DEC 2012), SOCIALBAKERS (JAN 2013), SOCIALMEDIAWEEK (SEP 2012) � 108 �

CHINA’S TOP PROFESSIONAL NETWORKS�JAN�2013 �

TIANJI�

12.3 M �

DAJIE � RUOLIN�

12.2 M �

HONGTAO�

8.0 M �

RENHE �

5.0 M �

BINZHI�

4.2 M �

LINKEDIN �

2.8 M �

USHI�

2.0 M �

HENGZHI �

12.3 M �

1.1 M �

500,000 �NEW USERS EVERY MONTH �

TIANJI, CHINA’S TOP PROFESSIONAL SOCIAL NETWORK, IS GROWING BY AN AVERAGE OF�

SOURCE: TECHINASIA (APR 2012) � 109 �

CHINA RANKS 7TH IN THE LIST OF COUNTRIES WORLDWIDE BY ITS NUMBER OF LINKEDIN USERS�

250%�IN 2012 ALONE �

USERS OF PROFESSIONAL SOCIAL �NETWORKS IN CHINA INCREASED BY �

SOURCE: SOOTOO STATISTICS, AS CITED IN CHINA INTERNET WATCH (DEC 2012) � 111 �

MOBILE �IN CHINA�

112 �

1,104,000,000�MOBILE SUBSCRIPTIONS IN CHINA: �

SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) � 113 �

CHINA’S TELECOMS INDUSTRY �IS THE LARGEST IN THE WORLD �

SOURCE: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (Q3 2012) � 114 �

82%�MOBILE PENETRATION IN CHINA: �

SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) � 115 �

10,000,000 �NEW SUBSCRIPTIONS�

EVERY MONTH IN 2012 �

CHINA’S MOBILE MARKET�INCREASED BY AN AVERAGE OF MORE THAN�

SOURCE: CHINADAILY (NOV 2012) � 116 �

THAT’S MORE THAN 4 NEW SUBSCRIPTIONS EVERY SECOND �

SOURCE: BASED ON DATA CITED IN CHINADAILY (NOV 2012) � 117 �

IN CHINA, PEOPLE CAN USE �THEIR MOBILE PHONES TO:�

SOURCE: ENOVATE � 118 �

BUY STARBUCKS COFFEE �

BUY SUBWAY TICKETS�

DO THEIR BANKING �

DO THEIR SHOPPING �

BUY LOTTERY TICKETS�

¥€$ �

88 �

70%�OF CHINESE PEOPLE SAY THEY “CAN’T�LIVE WITHOUT” THEIR MOBILE PHONE �

119 �SOURCE: SYNOVATE �

30%�OF CHINESE MOBILE INTERNET�

USERS HAVE ACCESS TO 3G SERVICES�

120�SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) �

NUMBER OF SMARTPHONE USERS IN CHINA:�

290,000,000 �

SOURCE: IRESEARCH (OCT 2012) � 121�

SMARTPHONE PENETRATION IN CHINA: �

22%�

SOURCES: BASED ON DATA FROM IRESEARCH (OCT 2012); AND CHINESE NATIONAL BUREAU OF STATISTICS (ACCESSED SEP 2012) � 122�

ANDROID MARKET�

LARGEST �CHINA IS THE WORLD’S�

SOURCE: INFORMA TELECOMS & MEDIA, AS CITED IN CHINA INTERNET WATCH (JAN 2013) � 123�

85%�IN 2012 COMPARED TO 2011 �

SMARTPHONE SALES IN�CHINA INCREASED BY �

SOURCE: INFORMA TELECOMS & MEDIA, AS CITED IN CHINA INTERNET WATCH (JAN 2013) � 124�

122,000,000 �MOBILE SUBSCRIBERS IN GUANGDONG PROVINCE –�MORE THAN THE ENTIRE POPULATION OF MEXICO�

SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC CHINA (DEC 2012) AND THE US CENSUS BUREAU (ACCESSED JAN 2013) � 125�

11% �OF CHINA’S MOBILE USERS �

LIVE IN GUANGDONG PROVINCE �

SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) � 126�

MOBILE �INTERNET�

127�

420,000,000 �

NUMBER OF MOBILE �INTERNET USERS IN CHINA: �

THAT’S MORE THAN THE ENTIRE POPULATION OF THE UNITED STATES�

SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) � 129�

31%�MOBILE INTERNET PENETRATION IN CHINA:�

MOBILE PHONES ARE THE TOP �INTERNET ACCESS DEVICE IN CHINA�

75%�OF CHINESE NETIZENS GO�

ONLINE FROM THEIR MOBILE �

PERCENTAGE OF NEW NETIZENS USING �MOBILE DEVICES TO ACCESS THE INTERNET�

URBAN NETIZENS� RURAL NETIZENS �47%� 60%�

18%�

IN 2012, THE NUMBER OF MOBILE �INTERNET USERS IN CHINA INCREASED BY �

72%�OF CHINESE MOBILE INTERNET USERS�

GO ONLINE AT LEAST ONCE A DAY �

�SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) �

�135�

TYPES OF WEBSITE THAT CHINA’S MOBILE �WEB BROWSERS VISIT MOST OFTEN�

SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (SEP 2012) � 136�

LITERATURE � MUSIC �

44%� 36%�NEWS�

62%�MICROBLOGS�

41%�SEARCH ENGINE �

46%�

SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) � 137�

CHINESE MOBILE INTERNET USERS�SEP �2012 �

50-59: �2%�

60+: �1%�

40-49: �11%�

30-39: �24%�

20-29: �33%�

0-19: �29%�

58%�OF CHINA’S MOBILE �

INTERNET USERS ARE MALE �

27%�OF CHINA’S MOBILE INTERNET�USERS LIVE IN RURAL AREAS �

��

SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) ��

139�

62%�OF CHINESE MOBILE INTERNET�USERS ARE YOUNGER THAN 30 �

US$2,373,000,000��

IN Q3 2012 ALONE, CHINA’S MOBILE �INTERNET MARKET WAS WORTH �

SOURCE: IRESEARCH (NOV 2012) � 141�

ON AN ANNUALISED BASIS, CHINA’S�MOBILE INTERNET MARKET IS WORTH �

MORE THAN THE ENTIRE GDP OF MONGOLIA �

SOURCES: BASED ON DATA FROM IRESEARCH (NOV 2012), AND THE UNITED NATIONS, AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) � 142�

102%�

THE VALUE OF CHINA’S MOBILE INTERNET�MARKET IS GROWING AT AN ANNUAL RATE OF�

143�SOURCE: IRESEARCH (NOV 2012) �

LOCATION-BASED SERVICES�

144�

217,000,000 �USERS IN Q2 2012 �

CHINESE LOCATION-BASED � SERVICES REACHED �

SOURCE: MNRC (OCT 2012) � 145�

$589,000,000 �

VALUE OF CONSUMER LOCATION-�BASED SERVICES IN CHINA IN 2012: �

SOURCE: MNRC (OCT 2012) � 146�

TOP USES OF LOCATION-�BASED SERVICES IN CHINA�

SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) � 147�

MAPS & �LOCATION�

ACCESS�LOCAL DEALS�

33%� 19% �CONNECT WITH OTHER PEOPLE �

29%�

WHERE CHINESE NETIZENS �USE LOCATION-BASED SERVICES �

ON THE �STREET�

AT�HOME �

30%� 19% �ON PUBLIC TRANSPORT�

26%�

15% �OF CHINA’S LBS USERS ACCESS THESE �SERVICES FOR E-COMMERCE PURPOSES�

E-COMMERCE �IN CHINA�

150 �

242,000,000 �

NUMBER OF ONLINE SHOPPERS�IN CHINA IN JUNE 2012: �

CHINA HAS THE LARGEST NUMBER �OF ONLINE SHOPPERS IN THE WORLD �

SOURCE: BOSTON CONSULTING GROUP, AS CITED IN SCMP (APR 2012) � 152 �

43%�OF CHINA’S NETIZENS �

PARTICIPATE IN ONLINE SHOPPING �

25%�

INCREASE IN THE NUMBER OF�ONLINE SHOPPERS IN CHINA IN 2012: �

CHINA’S ONLINE SHOPPERS IN CONTEXT�

SOURCES: BOSTON CONSULTING GROUP; AND FORRESTER RESEARCH, AS CITED IN MASHABLE (APR 2012) � 155 �

75 MILLION MORE ONLINE SHOPPERS THAN THE USA�

SIX TIMES THE NUMBER OF ONLINE SHOPPERS IN THE UK�

75 M � 6 X �DOUBLE THE NUMBER OF

ONLINE SHOPPERS IN JAPAN�

2 X �

90%�OF CHINA’S NETIZENS EARN �LESS THAN US$27 PER DAY �

AROUND �

5,000,000 �ONLINE SHOPPERS�

AGED OVER 50 �

IN CHINA, THERE ARE �

SOURCE: ALIBABA, AS CITED BY IFENG (DEC 2012) � 157 �

83,270,000 �

IN 2012, THE NUMBER OF USERS OF�GROUP BUYING IN CHINA REACHED �

THAT’S MORE THAN THE ENTIRE �POPULATION OF GERMANY �

SOURCE: WIKIPEDIA (ACCESSED JAN 2013) � 159 �

US$319,000,000,000�

TOTAL TRANSACTION VALUE OF �E-COMMERCE IN CHINA IN Q3 2012:�

SOURCE: IRESEARCH (NOV 2012) � 160 �

US$40,000�IN E-COMMERCE TRANSACTIONS�

IN CHINA EVERY SECOND �

THAT EQUATES TO MORE THAN�

SOURCE: BASED ON DATA FROM IRESEARCH (NOV 2012) � 161 �

22%�

ANNUAL GROWTH OF�E-COMMERCE IN CHINA: �

15% �OF THE COUNTRY’S GDP �

THE VALUE OF E-COMMERCE �IN CHINA EQUATES TO �

SOURCES: BASED ON DATA FROM IRESEARCH (NOV 2012), AND GDP DATA FROM THE UNITED NATIONS AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) � 163 �

ON AN ANNUALISED BASIS, �E-COMMERCE TRANSACTIONS �IN CHINA ARE WORTH MORE �

THAN THE ENTIRE GDP OF MEXICO�

SOURCES: BASED ON DATA FROM IRESEARCH (NOV 2012), AND GDP DATA FROM THE UNITED NATIONS AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) � 164 �

14%�OF CHINA’S E-COMMERCE �

TRANSACTION VALUE �

ONLINE SHOPPING �ACCOUNTS FOR �

50,000 �SALES PER MINUTE �

TAOBAO, CHINA’S BIGGEST�C2C SITE, GENERATES�

SOURCE: BOSTON CONSUTING GROUP (MAY 2012) � 166 �

¥1,000,000,000,000 �( THAT’S ABOUT 160 BILLION US DOLLARS ) �

THE TOTAL VALUE OF TRANSACTIONS�ON TABAO IN 2012 EXCEEDED �

SOURCE: ALIBABA GROUP, AS CITED IN CHINA INTERNET WATCH (DEC 2012) � 167 �

59%�OF SHOPPERS ON TABAO ARE �AGED BETWEEN 25 AND 35 �

SOURCE: ALIBABA GROUP, AS CITED IN CHINA INTERNET WATCH (DEC 2012) � 168 �

$5,190,000,000 �

TOTAL VALUE OF TRANSACTIONS ON TAOBAO AND TMALL ON ‘BACHELOR’S DAY’ (NOVEMBER 11) 2012:�

SOURCE: PEOPLE’S DAILY (NOV 2012) � 169 �

US$60,000�EVERY SECOND �

THAT EQUATES TO�

SOURCE: BASED ON DATA FROM SINA FINANCE (NOV 2012) � 170 �

NUMBER OF UNIQUE VISITORS TO TMALL AND �TAOBAO ON BACHELOR’S DAY 2012:�

213,000,000 �

1 IN 6 �PEOPLE IN CHINA VISITED TMALL�

OR TABAO ON BACHELOR’S DAY 2012 �

SOURCES: BASED ON DATA FROM THE PEOPLE’S DAILY (NOV 2012), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) � 172 �

10,000,000 �UNIQUE VISITORS WENT TO TMALL IN THE FIRST

SECOND OF ITS BACHELOR’S DAY SHOPPING FESTIVAL �

GROWTH IN 2012 BACHELOR’S DAY �E-COMMERCE SALES COMPARED TO 2011 �

SOURCE: TECH SINA (NOV 2012) � 174 �

TMALL� TAOBAO �+242%� +204%�

47%�OF E-COMMERCE �SALES IN CHINA �

17% OF SHOPPERS�ACCOUNT FOR �

78%�OF THESE “GOLDEN SHOPPERS” USE �BOTH SOCIAL NETWORKS AND WEIBO�

M-COMMERCE �IN CHINA�

177 �

146,000,000 �M-COMMERCE USERS IN CHINA AT END 2012: �

SOURCE: IIMEDIA RESEARCH (APR 2012) � 178 �

IN 2012 �

136%�

CHINA’S MOBILE SHOPPING �COMMUNITY GREW BY �

59%�OF CHINA’S SMARTPHONE OWNERS HAVE �

USED THEIR DEVICES TO SHOP ONLINE �

SOURCE: OUR MOBILE PLANET (OCT 2012) � 180�

44%�OF CHINA’S M-COMMERCE �

USERS ARE FEMALE ��

SOURCE: IIMEDIA RESEARCH (APR 2012) � 181�

80%�

IN 2012, USERS OF MOBILE GROUP BUYING, MOBILE PAYMENT AND MOBILE BANKING INCREASED BY OVER �

60,000,000 �PEOPLE IN CHINA MAKE �

USE OF MOBILE TRANSACTIONS�

SOURCE: SINA NEWS (SEP 2012) � 183�

US$13 �

AVERAGE VALUE OF MOBILE TRANSACTIONS �IN CHINA PER USER, PER MONTH:�

SOURCE: BASED ON DATA FROM SINA NEWS (SEP 2012) � 184�

US$800,000,000 �

THE AVERAGE TOTAL MONTHLY VALUE OF �MOBILE TRANSACTIONS IN CHINA EXCEEDS �

SOURCE: SINA NEWS (SEP 2012) � 185�

THAT’S MORE THAN�

US$300 �WORTH OF MOBILE �

TRANSACTIONS EVERY SECOND �

SOURCE: BASED ON DATA FROM SINA NEWS (SEP 2012) � 186�

ONLINE �ENTERTAINMENT�

187�

UNIQUE VIEWERS OF�ONLINE VIDEO IN CHINA: �

350,000,000 �

THAT’S MORE THAN THE ENTIRE POPULATION OF THE UNITED STATES�

SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) AND THE US CENSUS BUREAU (JAN 2013) � 189�

4,100,000,000 �COLLECTIVE HOURS STREAMING �

WEB VIDEOS IN AUGUST 2012 ALONE �

CHINESE WEB USERS SPENT OVER �

SOURCE: COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) � 190 �

THAT EQUATES TO MORE THAN�

5,600,000 �YEARS OF HUMAN TIME SPENT WATCHING�

ONLINE VIDEO IN CHINA EVERY YEAR �

SOURCE: BASED ON DATA FROM COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) � 191 �

475,000,000 �UNIQUE VISITORS EACH MONTH �

�YOUKU AND TUDOU ATTRACT MORE THAN�

SOURCE: SITE-REPORTED DATA, AS CITED IN CHINASCOPE FINANCIAL (SEP 2012) � 192 �

UNIQUE VISITORS TO CHINA’S�ONLINE VIDEO PLATFORMS�

SOURCE: SITE-REPORTED DATA, AS CITED IN CHINASCOPE FINANCIAL (SEP 2012) � 193 �

YOUKU & TUDOU� TENCENT VIDEO�475,000,000 � 275,500,000 �

US$430,000,000�

VALUE OF CHINA’S ONLINE �VIDEO MARKET IN Q3 2012 �

SOURCE: IRESEARCH, AS CITED IN CHINA INTERNET WATCH (NOV 2012) � 194 �

US$1,000,000,000�

THIS SUGGESTS THAT CHINA’S ONLINE VIDEO �MARKET IN 2013 WILL BE WORTH MORE THAN�

SOURCE: BASED ON DATA FROM IRESEARCH, AS CITED IN CHINA INTERNET WATCH (NOV 2012) � 195 �

70%�

ANNUAL GROWTH IN AVERAGE �AD SPEND ON YOUKU IN Q3 2012: �

SOURCE: YOUKU Q3 FINANCIAL REPORT (NOV 2012) � 196 �

HOURS SPENT ON ONLINE �VIDEO PLATFORMS IN CHINA�

SOURCE: COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) � 197 �

V.QQ�(TENCENT) �

TUDOU�(YOUKU TUDOU) �

474 M � 291 M �YOUKU�

(YOUKU TUDOU) �

698 M �TV.SOHU�(SOHU) �

406 M �IQIYI�

(BAIDU) �

569 M �

130,000,000 �PEOPLE IN CHINA WATCHED ONLINE �VIDEOS ON THEIR MOBILE PHONES�

IN 2012, OVER �

OF CHINESE INTERNET USERS � HAVE PLAYED ONLINE GAMES �

60%�

4,000,000 �SMART TVS IN Q2 2012 �

CHINESE CONSUMERS BOUGHT �

SOURCE: NPD DISPLAY SEARCH (Q2 2012) � 200 �

40% �OF TELEVISIONS SOLD IN CHINA �IN Q2 2012 WERE SMART TVS �

CHINESE CONSUMERS BUY THE MOST SMART TVS IN THE WORLD, BUYING 4

TIMES AS MANY AS JAPANESE CONSUMERS�

E-FINANCE �IN CHINA�

203 �

221,480,000 �USERS OF ONLINE BANKING IN CHINA:�

THAT’S MORE THAN THE TOTAL POPULATION OF BRAZIL �

SOURCES: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) � 205 �

33%�

IN 2012, USERS OF�ONLINE BANKING IN CHINA INCREASED BY �

SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) � 206 �

220,650,000 �

PEOPLE USING ONLINE �PAYMENTS IN CHINA: �

32%�IN 2012 �

� ONLINE PAYMENTS �IN CHINA GREW BY �

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40019178276282927352412725442729203292729283623872398787234587623459876234509878788

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49080349983240902943850956703495872387230934958732452134897324597456098283762897458

97623495876234058972345085698734569872345876384765234762345987458973549683958690873

4509873245762347867863547346598734059823478676554764389389209092340982349823498490

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73245213489732459745609828376289745897623495876234058972345085698734569872345876384

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5476438938920909234098234982349849080349983240902943850956703495872387230934958732

8678635473465987340598234786765547643893892090923409823498234984908034998324090294 �209 �

GET MORE #SDMW REPORTS AT WEARESOCIAL.SG �

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 UNILEVER, ADIDAS, INTEL,

DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. �

IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU�TOO, CALL SIMON KEMP ON +65 9146 5356, OR �

EMAIL US AT SAYHELLO@WEARESOCIAL.SG.�

FIND OUT MORE AT WEARESOCIAL.SG.�

WE ARE SOCIAL SINGAPORE �@WEARESOCIALSG �

+65 9146 5356 �SAYHELLO@WEARESOCIAL.SG �

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