d/bm state of the chinese internet

Digital Burson-Marsteller China

State of the Chinese Internet

March 2011

• Width and depth

• Social media

• Geography

• By the numbers

• Top trend

• Sites of note

• Digital B-M

State of the Chinese Internet

Digital China

Width and Depth

China total population

1.4 billion

50% 50%

700M Urban

700M Rural

Source: World Bank

Source: China Internet Watch

Total internet reach

450 million

# 1 in the world

19% y-o-y increase

Internet

population

increase

per

month

10 million


Digital broadband

usage

460 million

30% y-o-y increase

98% broadband penetration


Digital connection speed

100 kb/sec

Lower than world average of

230 kb/ sec


Mobile web

usage

303 million

66% of PC Internet Users


Hours spent online

18 per week

2.6 per day

Digital China

Social Media

Source: Techrice

Sina

Weibo

70M

Kaixin

40M

Douban

20M

Renren

95M

51

40M

QZone

190M

Tencent

Weibo

100M

Age

Urban to Rural

10

20

30

Pengyou

80M

Source: Techrice

No. Platform Type User Demographic Active Users(millions)

Reg. Users (millions)

Alexa Ranking

Digital China

By Geography


19 of China’s

provinces have less

than

10 million

netizens


Digital China Geography

Urban

1. Beijing

2. Shanghai

3. Guangdong

4. Zhejiang

5. Tianjin

6. Fujian

7. Liaoning

8. Jiangsu

9. Xinjiang

10. Shanxi

11. Shandong

12. Hainan

13. Chongqing

14. Shaanxi

Internet Penetration

Rate > 34%



Quasi-urban

Internet Penetration

Rate > 28% < 34%

1. Qinghai

2. Hubei

3. Jilin

4. Hebei

5. Inner Mongolia

6. Heilongjiang



Rural

Internet

Penetration Rate

< 28%

1. Ningxia

2. Xizang

3. Hunan

4. Henan

5. Guangxi

6. Gansu

7. Sichuan

8. Anhui

9. Yunnan

10. Jiangxi

11. Guizhou

Digital China

By the Numbers

People trends in Chinese

Social Media

Huang Jianxiang

Liu Ye

Liu Xiang

Yao Chen


0%

10%

20%

30%

40%

50%

60%

70%

80%

Desktop Laptop Mobile

Device Usage Trends for Net Access

2010

Internet Access by Device


43%

44%

44%

45%

45%

46%

46%

Male Female

Internet Usage by Gender

2010

Internet Access by Gender


0%

5%

10%

15%

20%

25%

30%

Below 10 10 to 19 20 to 29 30 to 39 40 to 49 50 to 59 Above 60

Net Usage by Age Group

2010

Internet Access by Age Group


0%

5%

10%

15%

20%

25%

30%

35%

40%

Primary Middle School

High School Diploma University

Net Usage by Education

2010

Internet Access by Education


0

50

100

150

200

250

300

350

400

Search Music News IM Gaming Blogging Video Email

Net Usage by Habit

2010

Internet Access by Habit


0

20

40

60

80

100

120

140

160

180

200

Net Usage by Habit

2010

Internet Access by Habit


0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Above 8K

5-8K 3-5K 2-3K 1.5-2K 1-1.5K 0.5-1K Below 0.5K

Net Usage by Monthly Income RMB

2010

Internet Access by Income


0%

10%

20%

30%

40%

50%

60%

70%

IM News Search Music Reading SNS BBS

Net Usage by Mobile

2010

Internet Access by Mobile


0%

5%

10%

15%

20%

25%

30%

Net Usage by Mobile

2010

Internet Access by Mobile

Digital China

Microblogging

Source: DCCI 2010 Microblog Survey

By mid 2010, the number of microblog users in China has surpassed

60 million. To exceed 150 million by mid 2011.

China Microblogging


Microblogging Socio-graphics

19%

18%

9%

54%

Socializers

Critics

Spectators

Commentators

Active posters,

commentators,

connectors

Interested in

sharing their

own opinions by

not interested in

other opinions

Don’t share –

just browse

Interested in

sharing opinions

but uninterested

in other peoples’

opinions


Microblogging Platforms

Reputation

20%

19%

18%

16%

14%

13%

Sina

Netease

Tencent

Sohu

iFeng

139 (China Mobile)

Qt: which microblogging

service is the most

famous in China?

Digital China’s Top 15

Social Sites

Top 15 Social Platforms

Qzone - China’s largest social network is back of the 637 million active accounts

for Tencent’s QQ Messenger. The question for Qzone is not quantity, but rather the quality of its

nickname-based social graph.1.

190M


Renren – China’s leading real-name social network that intends to IPO soon.

It is setting the standard for SNS in China but still faces challenges from other social networks,

notably Tencent’s Pengyou and Kaixin001.2.

95M


Pengyou – Tencent’s latest entry into the real-name social networking space has many users. But even more so than with Qzone, the real question is, how strong is the

social graph?3.

80M


Sina Weibo – The red-hot microblogging service that threatens China’s social

networks with a new model. Can microblogging surpass social networking in terms of popularity in

China? Its features now far surpass those of Twitter, including threaded comments, pictures,

videos, IM, and LBS.

4.

70M


Kaixin001 – Popular amongst white-collar workers via its social games and post-forwarding features. But as the social games mania has died down and the appeal of its

post-forwarding has been usurped by Sina Weibo, Kaixin001 is now struggling.5.

40M


51.Com – Enjoyed early popularity among comparatively rural users, but

now appears to be in a downward spiral. One recent report says peak simultaneous users are

down to 700,000. 51.com’s claim of 178 million “registered users” is either irrelevant or fake, a

case that requires skepticism by the tonne.

6.

40M


Douban – The strongest community of any social network in China. It’s never had

explosive growth or a massive user base (in China terms), but it attracts young urban Chinese

who together over movies, books, music, and events. A good network for hipsters and creatives.7.

20M


Taomee – A social network and gaming site (similar to the Disney-owned Club

Penguin) that’s massively popular with Chinese children (and their mothers). Taomee is in fact the

parent company that runs a number of different children’s sites, including: Moer (mole-themed),

Saier (sci-fi themed), and XiaoHua (princess-themed).

8.

20M


Tencent Weibo – Pushing its microblog service in order to compete with Sina. It claims over 100 million registered users, but again with Tencent there’s the concern of

quality over quantity - Sina Weibo controls 87% of time spent by Chinese users on microblogs,

while Tencent holds only 9%.

9.

20M


Jiayuan – China’s most popular online dating site, which is rumored to

have plans for an IPO.10.

11M


Tao Jianghu – SNS of popular e-commerce site, Taobao. Profiles are

automatically created for Taobao users. Adding a social layer is one of Taobao’s key

objectives for 2011.11.

10M


Bai Shehui – The “white-collar society” network by Sohu, one of China’s largest

internet portals. Sohu also develops its own social games for this platform.12.

10M


Zhenai - A leading China dating site, rumored to be preparing for an IPO.13.

5M


Baihe – Yet another of China’s leading dating sites!14.

2M


iPartment – An avatar-based dating site from Taiwan where teens and

young adults move into a virtual apartment together. Revenues come from advertising, virtual

goods, and e-commerce.15.

1M

Digital Burson-Marsteller

China


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a key role reputation is managed.

• Online storytelling planning

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Zaheer [email protected]

Lead Digital Strategist

Burson-Marsteller China

mailto:[email protected]

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